ANA Magazine

With as much as one-fifth of the world’s population told to stay inside, effects of the novel coronavirus on the economy have been swift and could be long lasting. Here’s how the virus is affecting marketing.

More and more B2C and B2B marketers are starting to take humorous advertising very seriously. Such ads build rapport with consumers and cut through the proverbial clutter.

Undisclosed markups are just one of several issues eroding the trust between clients and their agencies. Against an ominous backdrop, the heat is on both sides to not let pain points fester. Here’s what industry leaders at Unilever, Sam’s Club, the ANA, and the 4A’s are doing to make things better.

States offer financial breaks to entice advertisers and generate much-needed revenue. Here’s where the brand and procurement teams can look for big savings.

While still relatively new, TikTok has generated a fair share of users — and controversy. Despite its shaky start, the popularity and levity of the site make it an increasingly alluring option for marketers.

Once wary of the no-holds-barred social media platform, brands are finding unique ways to engage with Reddit’s 430 million monthly users.

Call it the yin and yang of brand advertising: Six-second ads enjoy a halo effect from related content, while longer ads have more opportunity to tell a story and engage consumers.

While an outside perspective can be helpful, fresh ideas readily exist within an organization. The onus is on upper management to encourage those executives who aspire to be the CMO.

Looking to make a bigger-than-life impression on consumers, some brands are tapping big-name directors to produce ad spots with a cinematic flair. While the end result can be a scene stealer, it requires more than just a large budget. Marketers must be willing to cede some creative control to let the director’s vision — and the brand — shine through.

Fueled in part by a lack of transparency in the media buying process, the marketing industry faces a troubling rise in the number of fraudulent websites and bots that convert illegitimate traffic into ill-gotten revenue. The problem is so pervasive that it’s begun to skew data and give an inaccurate view of the digital marketplace. For brands, it means keeping an eye on where the money goes is more important than ever.

With 68 percent of U.S. homes owning pets, viewers of the Puppy Bowl and other animal-related programming are highly engaged, and often extend the conversation via their social channels.

Marketers’ overreliance on data has come at the expense of cultivating long-term planning and making emotional connections with consumers. Beware the perils of programmatic advertising.

California’s data privacy law is a sea change for brands, enabling consumers to opt out of data sales and compelling marketers to track down any party to whom it has sold that consumer’s data during the preceding 90 days.

By failing to measure their customer experience efforts, marketers are giving themselves a false sense of their CX prowess.

With a record-breaking number of attendees and one of the best speaker lineups in recent memory, the 2019 ANA Masters of Marketing Week was a fountain of valuable insights for attendees. These were our 10 favorite quotes from speakers during the event.

What marketers need to know this week: Popeyes and Burger King parody the Art Basel banana, IHOP gets in the fast causal business, and more.

Alphas may be little in size, but their influence on their parents’ purchasing behavior is growing by leaps and bounds.

What marketers need to know this week: the 2019 ANA Marketing Word of the Year, Shutterstock’s color trends for 2020, and more.

To boost their appeal to gen Zers, brands need to rip up their existing playbooks and develop an entirely new media mix centered on social channels and entertainment.

As they earn bigger salaries and grow their families, millennials are becoming the predominant consumer force, moving marketers to embody the values they espouse.