Marketing Knowledge Center | ANA

Marketing Knowledge Center

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B2C

Google Delayed the Demise of Cookies. Again. Now What?

by Christopher Heine, 4 hours ago

Google's latest delay to shut down third-party cookies until 2025 presents another reprieve for marketers who are scrambling to develop fresh data strategies. One hurdle is whether companies will be able to dismantle their silos and share more first-party data across the organization.

Industry Insights

The Art of Persuasion in the Age of AI

by Brock Whitfield, 4 hours ago

As marketers, we spend a lot of time discussing the art and science of persuasion. Many of the most successful brands in fact, have built their entire creative process around using behavioral science to create persuasive narratives grounded in human insights.

Industry Insights

The Genius of OREO: Inclusively Everywhere

by Joanna Fragopoulos, 4 hours ago

Experiences bond people together and create positive sentiment. One of the most important ways a brand can successfully connect with people is through crafting memorable, inspiring, and engaging experiences, whether through a brand activation in real time, a limited-edition product, or special swag. OREO is a brand that accomplishes each of these objectives in a way that fosters fun, excitement, and inclusivity.

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Ask the Expert Answers

Compendiums based on ANA Member research requests.

Case Studies

Results of award-winning marketing campaigns.

CMO Content

Insights driven by ANA’s CMO Growth Council.

Event Recaps

Summaries of presentations at ANA events.

Industry Insights

Blog posts written by ANA staff and outside contributors.

Knowledge Partners

Third-party content submitted by agencies and brands.

Money Slides

The best slides from presentations at ANA events.

Playbooks & Tools

How-to resources, including templates, guides, tips, and more.

Research Studies

Proprietary current practices and attitudes of marketers.

Training Takeaways

Career-critical insights drawn from expert-led trainings.

Videos

ANA's library of replays, highlights, and original video content.

ASK Answers

Compendiums based on ANA member research requests.

Digital Accessibility

3 days ago

How can brands make their websites and digital content more accessible?

Marketing to Asian Americans

4 weeks ago

How can my brand authentically connect with the AAPI community?

Case Studies

Results of ANA Award-winning marketing campaigns.

This Food Company Grew Relationships with Meat-Buyers Through Direct Mail

1 week ago

Seaboard Foods undertook to entice B2B buyers with a unique direct-mail effort.

American Pie Actor Helps Promote Pie

3 weeks ago

Edwards partnered with American Pie actor Jason Biggs for a July 4 integrated marketing campaign to bring people together around their love of this tasty dessert.

Frito-Lay Celebrates Women’s Soccer Icons

3 weeks ago

Frito-Lay's Women’s World Cup campaign celebrated the greatness of women’s soccer to inspire a new generation and demonstrate how Frito-Lay snacks can elevate any sports-viewing experience. It focused on a new TV commercial, bringing together an inspiring cast of current and past icons in women’s soccer.

CMO Content

Insights driven by the ANA's Global CMO Growth Council.

2024 CMO’s Guide: A Compendium of Cases from Brands Driving Business Growth and Innovation with Generative AI

1 week ago

Adding to the Growth Council’s Position on Generative AI, CMOs and other thought leaders have shared examples of how leading brands across many industries are successfully implementing Generative AI into their marketing strategy.

The ANA Global CMO Growth Council Position on Generative AI — June 2024

2 weeks ago

The CMOs of the ANA Global CMO Growth Council community have steered the development of a common set of principles and guidance to help ensure that AI-based initiatives create value without harmful unintended consequences. The initial draft is available now for review and comment.

Recap: Global CMO Growth Council Leadership Assembly | NYC

4 weeks ago

On April 25, 2024, the Global CMO Growth Council Leadership Assembly convened over 100 CMO delegates at the PwC Experience Center in New York to review progress on the key initiatives that are driving the marketing industry’s growth agenda forward.

Industry Insights

Blog posts written by ANA staff and outside contributors.

Event Recaps

Summaries of presentations at ANA conferences and committee meetings.

Decoding the B2B Buyer

1 week ago

In this session, Peter Weinberg, former head of development at LinkedIn’s B2B Institute and now founder of Evidenza.ai, demonstrated how to use the latest technology to not only differentiate your offerings but engage buyers more effectively.

Drive Boldly: How Michelin Puts Sustainability in the Fast Lane

1 week ago

The pursuit of sustainability in B2B industries poses a triple challenge: balancing environmental responsibility, fostering product innovation, and ensuring economic viability. Michelin's Pierluigi Cumo delved into the issue, with a spotlight on his brand's strategic communication of its value proposition.

Harnessing the Power of the Mid-Funnel

1 week ago

As the discussion about brand versus demand continues, Dipti Kachru, Global Chief Marketing Officer at Broadridge, shared why mastering the middle funnel is essential for B2B marketers to maximize impact and achieve their goals.

Knowledge Partners

Third-party content submitted by agencies and brands.

Attention, Please: Unlock the Potential of Total Attention

2 days ago

Brands often believe that breaking through that noise means being the loudest in the room. But according to Pinterest’s Stacy Malone, attention may be more complex than marketer’s think.

AI in B2B Marketing Report: Lessons from the Frontline

3 days ago

Realm B2B’s latest report is an in-depth look into how AI is reshaping the B2B marketing landscape, highlighting the transformative role AI is now having across various marketing functions.

To Advance Privacy, SiriusXM Media Is Tuning in to Innovation

4 days ago

Experimentation, cross-functional collaboration, and a growth mindset are critical as the audio entertainment company addresses an evolving advertising landscape.

Money Slides

The best standalone PowerPoint slides from presentations at ANA events.

Ranking the Most Valuable B2B Brands, 2024

2 days ago

Representatives from Deloitte, Stein IAS, and Brand Finance identify the most valuable B2B brands of 2024.

The Rise of Latino-Owned Businesses

2 days ago

A team of presenters at the 2024 ANA Masters of B2B Marketing Conference cited U.S. Census data to chart the proliferation of Latino-owned businesses over the last three decades.

AI Governance Best Practices

2 weeks ago

Learn the best practices for establishing governance for AI technologies in your organization, which are shared by Krista Sande-Kerback, formerly of IBM.

Playbooks & Tools

How-to resources, including templates, guides, tips, and more.

E-commerce Quick Win Package

3 months ago

ANA's E-commerce Quick Win package includes a high-level cheat sheet and a comprehensive, customizable checklist to guide you through every step of the way when activating and growing ecommerce at your company.

E-commerce Cheat Sheet

3 months ago

Use this cheat sheet to learn about marketing's role in e-commerce and how to overcome common pitfalls.

E-commerce Checklist

3 months ago

Use this checklist to help you take a systematic approach to activating and growing e-commerce at your company.

ABM Strategy Playbook

3 months ago

Follow this simple step-by-step guide to develop an account-based marketing (ABM) approach and strategy.

Research Studies

Proprietary current practices and attitudes of marketers.

Programmatic Transparency Benchmark

4 days ago

The ANA and TAG TrustNet have released early findings from their first quarterly Programmatic Transparency Benchmark Study, which seeks to collect, reconcile, and analyze ANA members’ log-level data to establish supply chain metrics against which individual can regularly assess their own programmatic campaigns.

Cost of the Pitch II: The Rise of Value

1 week ago

The 2024 "Cost of the Pitch II: The Rise of Value" report builds upon a previous 2023 report, delving deeper into the evolving dynamics of value within client-agency relationships and the factors for a successful long-term client-agency relationship.

The Acceleration of Principal Media

1 month ago

Principal media has been getting increased attention, and marketers need to be aware and knowledgeable. This report provides detailed guidelines around areas including the importance of the client/agency contract, the approval process, and auditing.

Training Takeaways

Get smarter at a glance with career-critical insights drawn from expert-led trainings.

Aligning the Customer Journey to Goals: Lead Gen Versus Retention

4 months ago

The USPS offers examples of how you can tailor your customer journey to either lead generation or retention.

Four Tips for Finding Your Most Valuable Direct Mail Audience

4 months ago

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.

Three Advantages of Direct Mail Retargeting Technology

4 months ago

Direct mail retargeting delivers multiple touchpoint opportunities for customers who have engaged with your brand. This technology provides consistency across touchpoints as customers consider and evaluate decisions while navigating their path to purchase. Adopting this approach offers marketers three key advantages as “front-end” activity triggers valuable responses on the back end of the technology.

Videos

A library of ANA on-demand conference sessions and highlights, webinars, podcasts, and original video content.

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Blogs

Read our latest blogs examining game-changing campaigns and industry research, providing actionable takeaways from ANA events, and highlighting advocacy initiatives and regulatory issues.


Marketing Futures

With a focus on exploring innovative topics and demystifying emerging trends, ANA Marketing Futures is a crossroads for marketers to discuss, debate, and prepare for the future of marketing.


ANA Magazine

Find coverage specific to B2B, B2C, and social impact; get expert insights from content partners; and have fun with our weekly marketing news quiz.


Podcasts

Listen to insightful commentary and discussions concerning the future of marketing, the power of purpose, or legal aspects across the marketing stratosphere.

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