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These Marketing Experts Shared Tips on Strategy


ANA events bring together some of the smartest and most-talented marketers in the industry to share insights and best practices that help ANA members get the most out of their own marketing efforts.

Naturally, when ANA members and other top marketers get together, the potential for a great soundbite or two is very high. For this reason, we'll be collecting and sharing the top quotes from ANA events during each month throughout 2023.

Below, you can find the top quotes from ANA speakers for December:

"In the past, we scaled through reach. In the future, we must scale through relationships. The battle for attention is more challenging than ever before."
Jennifer Delvecchio, senior director of global brand, content, and culture at McDonald's

We kick off this installment with a hard truth: With today's marketing tools, anyone can achieve reach. It's a baseline. A bare minimum. A chimpanzee with a credit card and a Facebook account could pull it off. Maybe that's a bit of a stretch. But reach is no longer relevant if it doesn't come with engagement. Who cares how many people see your ads if those ads have zero effect on them? We can tell you this: Your CEO sure doesn't. On that note...

"Before, we may not have pursued certain topics or subjects because we'd think, 'It's not going to reach 50 million people.' Now, with our measurement tools, if you're able to reach a small audience and go deep enough into that audience's passion, you can find new ways to monetize them."
— Margaret de Luna, SVP and general manager at CNBC Direct-to-Consumer

Did we tell you reach is passé or did we tell you reach is passé. CNBC was once an organization that valued reach. Those days are over, as you can see. Now the network focuses on creating engaging content for niche audiences, understanding that engaging a smaller audience is more valuable than being ignored by a larger one. We told you!

"Living your brand's strategy has everything to do with identifying a timeless purpose and delivering messaging around it in a timely manner."
— Alex Abrantes, group creative director at FCB New York

Timeless purpose in a timely manner. That phrase just sings. But it doesn't just sound pithy. It also conveys a key component of modern marketing success. For starters, having an authentic and meaningful brand purpose is everything for today's businesses. And the only way that purpose is going to deliver bottom-line results like it's supposed to is if you're allowing it to guide every business and marketing decision you make. Heed this advice!

"If operational AI works and inspirational AI works, why is the bulk of the conversation nowadays about operational AI?"
— Jason Carmel, global creative data lead at Wunderman Thompson

Carmel defines "operational AI" as applications that help businesses move faster and more cheaply. "Inspirational AI," on the other hand, helps its audiences feel things and get excited. An example of inspirational AI is an application that Wunderman Thompson designed for Sherwin Williams, which created hues for architects designing buildings by having them describe a color using natural language (e.g. the "color of love").

Just by that description, the prospect of inspirational AI already seems pretty exciting. And according to Carmel, this is only the beginning. How can inspirational AI fit into your brand's marketing mix? If you're not sure, it might be a good time to start figuring that out.

The views and opinions expressed are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.

Ryan Dinger is a director of editorial and content development at ANA.