Marketing Knowledge Center
Industry-best content to drive business decisions.
What's New
Money Slides
Each Generation's Preferred Method of Receiving Offers, by the Numbers
Media and marketing agency Vericast shares data of the modes of communication through which generation Z, millennials, generation x, and baby boomers most prefer to receive offers.
Industry Insights
From “The Park Bench” to Best in Show: Q&A with Aflac’s Jared Martin
ANA sat down with Jared Martin, director of The Aflac Studio, as he prepares a behind-the-scenes look at “The Park Bench” at the 2024 ANA In-House Agency Conference, taking place from May 14-16 in Carlsbad, California. Here, Jared talks about the inspiration behind his team’s award-winning film, the importance of collaborating with external partners, and how to inspire creatives whether they are producing an animated film or more traditional marketing materials.
ASK Answers
Influencer Marketing
What is the state of influencer marketing, and how can I best leverage influencers?
Marketing to Generation X
Who is generation X, and how can my brand authentically connect with them?
Marketing Talent
What are trends and best practices regarding talent in the marketing industry?
FedEx’s Appeal to B2B SMB
FedEx Office had seen success with enterprise business owners, but to drive incremental revenue, they needed to attract a new segment: small and medium business owners (SMBs).
How OREO Leveraged Milk Cartons to Drive Cookie Sales
OREO needed to find a solution to increase traffic to its product and remind shoppers of the great taste of OREO would be the best way to reverse these brand and category declines.
Jackpot Jingle: Reinventing Radio to Attract a Younger Audience
The Ohio Lottery is ranked sixth in the nation for sales, but with the current lottery-playing population aging, the organization had to look to younger audiences as a means of sustaining and enlarging the lottery’s audience.
A Definitive Guide for CEOs and CMOs to Jointly Unlock Growth from Marketing
This study, developed in partnership with McKinsey, provides a new perspective for unlocking marketing-driven growth - and has implications for CEOs, executive committees, C-Suites, and chief marketers.
IRG Impact Study Findings: Driving More Humanized Growth
In 2023, the Global CMO Growth undertook an important research initiative with Oxford University and the Institute for Real Growth to help elevate how the business community understands and values marketing, brand building, and creativity in driving growth.
2023 ANA Global CMO Growth Summit Recap
The ANA Global CMO Growth Summit provided opportunities for CMO delegates to incorporate best practices into their individual company’s growth strategies and, importantly, to gain consensus on leadership initiatives that will strengthen the marketing ecosystem.
Managing Marketing and Communications to Avoid ESG Backlash
In advance of its next meeting, the ANA's Sustainability Committee convened a special session with Michael Maslansky, founder of Maslansky + Partners, to discuss the current landscape of cultural sensitivity marketers are experiencing.
Virtual Diversity Fair: Black-Owned Media Companies
The imperative to diversify the marketing supply chain comes with the challenge of identifying appropriate resources. This virtual fair featured an in-depth chat with a Black-Owned agency, followed by presentations from Black-Owned media companies.
AI For All: Driving Intelligent Transformation
In this session, learn how Lenovo embarks on a journey from pocket to cloud, from individual to enterprise, within the context of its AI for All vision. Lenovo's Solutions & Services Group's Global Marketing Communications lead, Holly Zhang, explored the tangible impact of AI through real customer stories.
A Personal Touch
The evolution of personalization over the last five years reflects a broader trend toward more sophisticated, adaptive, and user-centric strategies. With ongoing technological innovation, personalization is becoming increasingly sophisticated and essential for delivering standout customer experiences.
CreatorIQ: Creator Communities 2023
CreatorIQ shares insights from its whitepaper exploring the relationship between creator exclusivity and earned media value (EMV), and how it varies from category to category.
The Power of Professionally Branded Emails
This report from Exclaimer examined some of the channels marketers are relying on most under tightening budgets to determine which had the greatest opportunity for both maximum engagement and ROI.
Each Generation's Preferred Method of Receiving Offers, by the Numbers
Media and marketing agency Vericast shares data of the modes of communication through which generation Z, millennials, generation x, and baby boomers most prefer to receive offers.
Marketers' Attitudes Toward Brand Purpose
Deborah Malone of The Internationalist shares survey data that illuminates the relative importance that marketers assign to brand purpose and the ways in which they bring it to life in their organizations.
The Role of the Brief in Enabling Creativity
Survey results shared by the ANA and industry partners quantify the percentage of B2C and B2B agencies and clients who deem a tight brief with clear objectives to be the No. 1 enabler of creativity in their working relationships.
E-commerce Quick Win Package
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
Use this cheat sheet to learn about marketing's role in e-commerce and how to overcome common pitfalls.
E-commerce Checklist
Use this checklist to help you take a systematic approach to activating and growing e-commerce at your company.
ABM Strategy Playbook
Follow this simple step-by-step guide to develop an account-based marketing (ABM) approach and strategy.
Decoding Compensation Models and Implementing the Right Model
This executive-level guide is a joint initiative from the ANA and the 4A’s that outlines commonly used compensation models and provides foundational knowledge, definitions, best practices, and analysis of the pros and cons for each model.
ANA Collection of Summary Reports on Artificial Intelligence
The ANA presents a collection of 18 AI research reports that most closely align with the interests of marketers, summarized with key takeaways.
2024 ANA LGBTQ+ Marketing Inclusion Survey Unveils Transformative Insights
The 2024 ANA LGBTQ+ Marketing Inclusion Survey offers a comprehensive view into the state of LGBTQ+ inclusion in advertising. With 55 percent of advertisers engaging in LGBTQ+-inclusive marketing, the survey and report highlight a significant shift towards inclusivity.
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
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
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
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.
Explore ANA Content Channels
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.