ANA Magazine
Covering everything from brand activation to major initiatives, ANA keeps you on top of the latest marketing news and insights with in-depth stories, profiles, infographics, and more.
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Navigating an Increasingly Complicated Social Media Terrain
ANA Magazine March 17, 2023Nearly 20 years after social media channels emerged amid gleeful predictions that they would help to tackle societal problems and bring people together, parts of the market have turned into toxic stews of conspiracy mongering, name calling, and mean-spiritedness — not the best adjacencies for brand advertisers.
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What ChatGPT Means for Marketers
ANA Magazine March 10, 2023ChatGPT, the large language model chatbot that debuted to great fanfare in 2022, can drive marketing efficiencies and foster creativity, but brand managers need to ensure that humans are the ultimate arbiters for what kind of messaging will resonate with their audiences. Even brand managers who are not in testing mode when it comes to ChatGPT need to understand its widespread implications for marketing and advertising.
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How to Resonate with the LGBTQ+ Community
ANA Magazine February 24, 2023As the LGBTQ+ community wields growing purchasing power, brands and organizations need to create marketing and advertising campaigns that are inclusive and acknowledge ongoing and dramatic changes in gender identity. While there's been progress in LGBTQ+ representation in advertising, significant gaps remain.
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The Return of In-store Shopping
ANA Magazine February 17, 2023Both retailers and CPG brands continue to ramp up the use of smart screens, artificial intelligence, and other digital tools to woo people back to brick-and-mortar outlets and enhance the in-store shopping experience as the pandemic starts to fade.
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The Curtain Rises for Livestreaming
ANA Magazine February 10, 2023After first gaining popularity in China, livestream shopping is growing fast in the U.S., with the market expected to reach $32 billion this year, nearly double compared to 2022. Conversion rates are also on the upswing. As they ramp up their investments in livestreaming, it's key for brand managers to develop programming that will both entertain viewers and mesh with other marketing channels.
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How Marketers Steer Clear of Purpose Washing
ANA Magazine February 3, 2023The rise in brand purpose has led to a surge in so-called purpose washing, in which a company claims solidarity with a certain cause — the environment, empowering women, or LGBTQ+ rights, for examples — only to do little to nothing to support. With an ever-discerning public waiting to pounce, marketers have to ensure that before they start touting their purpose they are taking actions that have a real impact on people's lives.
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How Marketers Avoid Potholes in the Road Ahead
ANA Magazine January 27, 2023The last year was a whirlwind for marketers and 2023 is expected to be no different. In addition to a potential recession — and consumers being more selective with their spending — brands will have to grapple with the ongoing chaos at Twitter following Elon Musk's $44 billion acquisition of the beleaguered social network and the political divide in the U.S. that shows few signs of letting up.
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Growth of Influencer Marketing Brings New Rewards, Raises Tough Questions
ANA Magazine January 20, 2023Spending on influencer marketing is expected to grow to $6.1 billion in 2023 and $7.1 billion in 2024, per Insider Intelligence. But as the market expands, brand managers are starting to ask tougher questions about the advantages — and drawbacks — of using influencers to help boost engagement efforts and land new customers.
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A Happy Medium in the Agency Search Process Is Still Hard to Find
ANA Magazine January 18, 2023While there were many points of agreement between clients and agency prospects, sharply different views emerged in multiple areas including IP ownership, budget size, and establishing a timeline for success, according to a recent ANA/4A's survey. Industry observers say the solution to many of the issues that pit agencies against their clients often comes down to overcoming the lack of clarity in communication between the two parties.
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Building Brand Love in Tough Times
ANA Magazine December 23, 2022The key to cultivating brand love in a sluggish economy is not only being reliable but also demonstrating to consumers how their affection for certain products and/or services can make a tangible contribution to improving society.
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Winning Over Hispanic Audiences Requires Long-term Planning
ANA Magazine December 16, 2022Despite increasing purchasing power in the past several years, Latin American communities tend to get the most attention from marketers only during Hispanic Heritage Month (September 15–October 15), with too many companies focused on the short-term. To cultivate relationships and build brand loyalty long-term, markers must uncover deeper consumer insights about American citizens whose ancestors came from Spain, Mexico, the Caribbean, and Central and South America.
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Will CMOs Face New Pressure to Prove Their Worth?
ANA Magazine December 9, 2022As companies began to double down on their online marketing efforts due to the pandemic, newly hired CMOs were able to command higher salaries. But the calculus for CMO pay may be changing, as companies face a possible recession.
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Marketers Take a Perpetual View of Women's History Month
ANA Magazine November 25, 2022As brands and organizations gear up for Women's History Month in March, marketers are viewing the celebration though a long lens and delivering ad campaigns showing women succeeding in roles traditionally associated with men.
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Why So Much Data Ends up Sitting in a Vacuum
ANA Magazine November 18, 2022Marketers continue to be dogged by all the data they collect. Nearly two-thirds of marketers lack confidence in their data analytics and insights systems, a new survey reveals. Building (and sustaining) cross-functional teams encompassing both marketing and technology is key to remedying the situation.
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For More Marketers, 'Black History Month' Goes Beyond a Point in Time
ANA Magazine November 11, 2022With Black History Month around the corner, a growing number of brands are moving beyond a four-week window tied to the celebration to forge deeper relationships with Black-owned businesses and Black communities. The efforts range from hands-on training to help companies go to market faster to making people aware of rapidly changing demographics in the U.S.
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Marketers Try to Untangle Converged TV
ANA Magazine November 4, 2022On the road to a streaming universe, linear TV continues to offer advertisers a still-reliable marketing vehicle with broad reach. The next frontier for marketers is how to optimize their ads across both streaming and linear platforms.
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Marketers Need to Pivot From Tasks to Solutions
ANA Magazine October 21, 2022A growing number of brands are cutting the CMO role altogether and shifting marketing responsibilities to other members of the C-suite. The churn rate is also accelerating. Kirsten Allegri Williams, CMO at Optimizely, says the overriding challenge for CMOs is closing the gap between the expectations among their customers and what marketers can deliver — and then effectively communicating the process back to the C-suite.
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Agency Account Reviews Are Increasing
ANA Magazine October 14, 2022The pandemic jolted many brands into beefing up their digital marketing and some into switching their ad agencies. But while the tumult caused by COVID-19 has subsided, the pace of account reviews has only accelerated.
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Marketers Pack Up for the (Perpetual) Holiday Season
ANA Magazine September 30, 2022Christmas in July? Not quite. But the shopping season, previously relegated to the last several weeks of the year, is now in perpetual motion due to online shopping. What's more, amid a creaky economy and the potential for a recession later this year, consumers are gathering up their gifts earlier than ever.
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Fighting Digital Ad Fraud Is Getting More Complicated
ANA Magazine September 21, 2022Fraud in digital advertising remains an issue, and while the exact scale of the problem is a matter of dispute, there's widespread agreement that as the market grows, so will the need for brands to take an active role in protecting their investments.
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