Marketing 101

February is Black History Month, a time for celebrating, with a special attentiveness, the achievements of Black Americans and for elevating the causes that are most important to their communities. Of course, this isn’t work that can be confined to a single month, and, in recognition of that fact, the 2022 Multicultural Excellence Awards honored marketing to and on behalf of the Black community that took place across the year.

According to recent ANA research, while there has been an increase in interest from the marketing/advertising community in supporting diverse suppliers, the increase in investment hasn't caught up. Why the gap? Speakers in this session discussed the challenges and opportunities of investing with diverse media suppliers.

According to recent ANA research, while there has been an increase in interest from the marketing/advertising community in supporting diverse suppliers, the increase in investment hasn't caught up. Why the gap? Speakers in this video discussed the challenges and opportunities of investing with diverse media suppliers.

In this video, speakers reviewed the importance of taking steps to mitigate the carbon crisis across the media ecosystem.

Ad Net Zero has the mission of unifying the advertising industry around a common measurement framework, tools, practices, and actions to reduce the carbon impact of producing and distributing advertising to real net zero.

As more and more organizations seek to pursue brand purpose, they often find themselves looking for a way to gauge the success of these efforts with a reliable program of measurement. An old adage tells us that “if you can’t measure it, you can’t manage it.” The best approach to such a program can seem elusive, though. Fortunately, guests on the ANA Center for Brand Purpose’s Beyond Profit podcast periodically offer advice on this topic, and five tips from the show follow below.

After 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.

The QR code is back at the top of the marketing industry’s trends-to-watch lists, and this time, consumers are actually on board. For brands and agencies, this is more than just a case of “what’s old is new again.” Rather, what’s old is better this time around — and capable of providing solutions that have been on marketers’ wish lists for years.

The Google search "how to create an email newsletter" returns 1,590,000,000 results. And just about all of them give poor advice (in our opinion). Todd Luchik, associate director of marketing automation at Grant Thornton, and Sara Hocking, brand experience director at Grant Thornton, hosted a "how to" session for email newsletters.

The Google search "how to create an email newsletter" returns 1,590,000,000 results. And just about all of them give poor advice (in our opinion). In this video, Todd Luchik and Sara Hocking, both with Grant Thornton, hosted a "how to" session for email newsletters.

In this video, Claire Foster, manager of email marketing at Scout & Nimble, and Karen Talavera, founder and principal at Synchronicity Marketing, discussed real-life examples from Scout & Nimble, a luxury e-com retailer of professionally curated furniture and home decor serving both consumers and designers.

Claire Foster, manager of email marketing at Scout & Nimble, and Karen Talavera, founder and principal at Synchronicity Marketing, discussed real-life examples from Scout & Nimble, a luxury e-com retailer of professionally curated furniture and home decor serving both consumers and designers.

Marriott and its agency partner Data Axle shared an array of examples of tests they have used to gauge open rates and click-through rates as they’ve striven to hone their approaches to email marketing.

In this video, Marriott and its agency partner Data Axle shared an array of examples of tests they have used to gauge open rates and click-through rates as they’ve striven to hone their approaches to email marketing.

Over the past several years, marketers, brands, creative teams, and media agencies have done a meaningful job of focusing on the importance of diversity in the representation of images and strategies in their advertising and communications efforts. Making sure that the BIPOC community, as well as people in the LGBTQ+ and people with disabilities groups are presented in authentic ways has been an important evolution that reflects a world of inclusiveness.

Businesses have very high expectations for their email program, which are not always met. In this video, learn how a complete audit of the email marketing program will provide the answer as to why, instead of wondering and guessing about the cause.

It is not a secret that email is an extremely important marketing channel for any business. In some cases, businesses have very high expectations for the email program, which are not always met. Instead of wondering and guessing about the cause, a complete audit of the email marketing program will provide the answer.

Adam Honig of Publicis Sport & Entertainment identified some of the major challenges to accurately measuring sponsorship ROI, some of the approaches that marketers are left to make the best of in the face of those challenges, and some industry changes that could be undertaken to improve the outcomes for marketers.

TPC, an award-winning media production company, provided an overview of what production incentives are, where they are offered, and some key internal strategies that brands should consider for capitalizing on these incentives with their own productions.

To optimize email performance, create a formal test plan, test for impact, and compile/document results.