Marketing 101

Email remains one of the most effective channels for building connections and driving conversions. However, like every powerful tool, it requires regular maintenance to remain sharp and effective. One often overlooked yet vital aspect of email marketing is the practice of email list cleaning, also known as list hygiene. It’s a common misconception that the more subscribers you have, the higher your engagement and conversion rates will be. The truth, however, is that an outdated or dirty email list can drag down your campaign’s effectiveness.

ANA’s Ask the Expert research service answers the question, “How can I leverage Instagram to reach consumers?"

MNTN, a connected TV performance marketing platform, shares data on CTV advertising performance from the 2022 holiday season, along with current economic data, to help guide marketers in their approaches to the 2023 holiday season.

Bloomberg Media shared how it earned buy-in from the C-suite to implement media mix modeling and evolve its measurement framework.

Empowering women to open businesses, play sports, pursue a passion, and feel good in their bodies are not necessarily things you expect a B2B company to do. However, the latest B2 Awards showcase campaigns that undertake such important work. Below are some award-winning campaigns that are making changes for the better.

23andMe discussed how brands can leverage experiential activations to build strong connections with consumers.

Chris Oswald, head of government relations at the ANA, maps out the states in which comprehensive data privacy laws have been passed.

IBM Consulting shares data that demonstrates the lack of diversity on the teams that develop AI technologies, which can embed the ethical guidelines under which those technologies operate with implicit bias.

Ad buyers — large or small — rarely have the time to do in-depth audits on the numbers they’re given. Whether you’re spending $50,000 per year on advertising or $5 million — how many resources can you spare to ensure that your ads are running in the best places — let alone that they’re even running where you thought they would?

Customer data is the heart of marketing, and probably always will be. Demographics, consumer profiles, buying trends, regional preferences, and past performance are all part of this the stew (and it's invaluable to marketers). But without hard data on how customers feel about our ads and our experiences, we’re only getting half the picture.

From machine learning algorithms to ChatGPT, artificial intelligence (AI) has been invaluable for companies looking to streamline operations and amplify work output, sales, and overall business success. AI-powered home products like cleaning robots and security systems have also helped make life easier and better for consumers. However, while the AI industry has brought forth innumerable benefits, it has also been found to pose some critical concerns.

While the cost savings and marketing efficiencies chatbots offer are real, they come with potentially severe and growing risks, ranging from copyright infringement to misinformation. Whether marketers deploy generative AI chatbots for advertising campaigns or to improve workflow in-house, they need to understand the legal and ethical sand traps and proceed with a plan.

Consultant Michael Farmer caused a bit of a stir recently in an industry Q&A. Farmer recently documented the transformation of Huge by CEO Mat Baxter in a book entitled Madison Avenue Makeover. On the heels of this, in a Q&A published by Contagious, he echoes themes from his book that takes the agency world to task for worrying more about awards than delivering performance and creating thoughtful business models.

Earlier this year, ANA AIMM released a new study that covers the U.S. perception of inclusivity in advertising, particular to LGBTQ, and assesses consumers' expectations of brands. In this session, ANA AIMM shared the results of the survey and what it means for brands.

Mars Wrigley shared how brands should leverage the power of artificial intelligence to supercharge decision-making at scale.

In this video, Mars Wrigley shared how brands should leverage the power of artificial intelligence to supercharge decision-making at scale.

In this video, Acxiom and Winterberry Group discussed the key drivers for the expansion of marketing analytics, the challenges companies face in transforming into data-driven organizations, and major analytics use cases.

Acxiom and Winterberry Group discussed the key drivers for the expansion of marketing analytics, the challenges companies face in transforming into data-driven organizations, and major analytics use cases.

Porch Media Group Breaks down the distinguishing features of the different forms of data that marketers can avail themselves of and identifies their pros and cons.

In recent months, AI is everywhere you look – and that includes advertising. Unprecedented advances in machine learning and data analysis have unlocked new frontiers in creative optimization and personalization, bringing an aura of excitement, anticipation, and even fear that resonates through the industry and beyond.