Marketing 101

Learn the four interrelated approaches that need to be adopted to effectively measure customer experience to guide improvements.

Articulate your marketing promise with a simple three-step process.

Learn eight simple elements, which, if included in your next brief, can unlock the full potential that your agency has to offer.

Learn how to recognize when greater operationalization is demanded by your MarTech stack.

ANA’s on-demand training course “Brand Activations That Drive Results” offers six best practices for conducting experiential events.

When crafting your company’s purpose statement, checking five boxes can help ensure its effectiveness.

The ANA offers five tips for building a brand and a brand experience drawn from its on-demand training course, “The Art and Science of Brand Building.”

Undertaking multicultural marketing can pose a significant challenge for companies new to such efforts, and especially for smaller companies with fewer resources. By way of introduction, consider five tips from the ANA’s on-demand training course, “Multicultural Marketing — Making the Budget Work Effectively.”

Erin Yasgar identifies the four steps involved in managing a programmatic media buy.

To make direct mail more effective with segmentation, you have to know how to categorize your audience. Finer, more granular audience targeting will focus your message on those who will be the most receptive to it. To achieve just this, consider four tips drawn from the ANA’s Affiliate Training Program, The USPS Advanced Marketing Certificate Program.

The ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) shares survey data revealing what percentage of Asian, Black, Hispanic, LGBTQ+, disabled and White non-Hispanic consumers feel underrepresented or stereotyped in advertising.

Jonathan Copulsky of Northwestern University shares a schema prepared by the BCG that identifies the capabilities a CDP must have to effectively perform tasks such as data-ingestion, unifying the customer record, gathering intelligence and facilitating decision-making, and marketing activation.

The United States Postal Service (USPS) shares the results of a study that quantify the frequency with which different types of mail are either opened or discarded without a second look. The types of mail covered include catalogs, coupon booklets, and a wide array of different advertising mailers.

Erin Yasgar identifies critical criteria to consider when developing the targeting strategy for your programmatic media buy.

For many brands, corporate fragility is the Achilles’ heel that prevents them from admitting wrongdoing or accepting criticism, even at the expense of their own credibility and integrity. Instead of embracing feedback as an opportunity for growth, fragile organizations recoil from criticism, opting to deflect blame or bury their heads in the sand. This defensive posture stems from the misguided belief that admitting fault is a sign of weakness rather than brand strength.

ANA instructor Mary Czarnecki identifies seven angles from which to look at one’s target audiences to achieve a complete understanding of them.

Advertising legend Jane Maas shared seven tips for providing agencies with feedback on their work.

ANA instructor George Stenitzer identifies seven questions that can used to help guide one’s approach to content marketing analytics, drawn from his ANA on-demand training course, “Best Practices to Strengthen Your Content Marketing.”

Agile methodologies encourage an iterative approach to solving problems to help teams deliver value to their customers with fewer hurdles. Learn the basic tenets of this approach.

Learn four principles critical to guiding your integrated marketing efforts.