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  • It's a New Dawn for Sleep Marketing

    ANA Magazine   August 12, 2022  

    While one in three Americans suffer from sleep deprivation, consumers remain skeptical about the benefits of devices designed to help people get a better night's rest. To assuage concerns, marketers are moving their focus to how sleep tech can help in improving one's overall health.

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  • Making Scents of Your Brand

    ANA Magazine   August 5, 2022  

    The acceleration in scent marketing is being fueled by consumers' post-pandemic thirst for real-world experiences. A powerful driver for human emotion, scent provides food brands with unique ways to stir engagement and fuel sales. As with other brand extensions, context is critical.

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  • Do Marketers Need to Know How to Code?

    ANA Magazine   July 29, 2022  

    Amid a dizzying amount of change, CMOs who collaborate effectively with their CTOs are likely to generate better returns. Establishing strategic alliances with chief technology officers is fast becoming a cost of entry for marketers who want to ascend in their organization.

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  • Marketing Success Is All in the Timing

    ANA Magazine   July 15, 2022  

    As marketers’ roles expand to encompass customer experience, product innovation, content marketing, and data analytics, among other areas, how one manages their time will be increasingly important to keeping crucial goals on track. There are a handful of steps marketers can take to beat the clock, some of them hiding in plain sight.

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  • Back-to-School Season Offers a Challenging Course for Marketers

    ANA Magazine   July 8, 2022  

    The upcoming school year will be tricky for brands to navigate. On the one hand, there's a sense of newness as kids return to in-class learning full-time, with expectations for that to continue uninterrupted, for the first time since COVID-19 hit two-plus years ago. On the other, there are major headwinds from soaring prices, with shoppers combating the worst inflation in 40 years and the Consumer Price Index hitting in 8.6 percent in May.

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  • Ignoring the 'Silver Economy' May Be Getting Costly for Brands

    ANA Magazine   July 1, 2022  

    Despite the growing power of the “silver economy” and traditional notions of aging being constantly upended, advertisers continue to give the 50-plus market short shrift. As the size of this market — and its immense wealth — grows, can brands continue to afford to ignore them?

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  • Do Marketers Have an Emerging Ally in the C-Suite?

    ANA Magazine   June 24, 2022  

    A growing number of brands, including Edelman, the Minnesota Timberwolves, and Volkswagen, are hiring chief experience officers. The moves come as tolerance for a bad or mediocre consumer experience continues to plummet, with more than half of brands reporting that those who are dissatisfied with the company will switch brands, per a recent survey.

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  • Consumers Want a New Retail Experience

    ANA Magazine   June 3, 2022  

    The retail world looks a lot different following two years of tumult due to the COVID-19 pandemic. Brick-and-mortar sales are expected to grow up to 3.4 percent through 2025, per eMarketer. As consumers head back to stores, brands will need to sharpen the ways they weave their messaging between the physical and digital worlds.

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  • A Swirl of Change Is Pushing More and More Companies to Consider Rebranding

    ANA Magazine   May 27, 2022  

    Several major companies have embarked on rebranding efforts over the past several months, spurred in part by global events and shifting mores in society. The temptation to rebrand can be powerful for marketers, as it represents an opportunity to hit the reset button. However, for a rebrand to work, CMOs must have a deep understanding of their core audience.

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  • Previously Cast Aside, QR Codes Are Making a Comeback

    ANA Magazine   May 6, 2022  

    Quick Response (QR) codes were all the rage in the early 2000s but soon fell out of a favor among most brands. But they have come back to life, spurred by the pandemic and the growing imperative among marketers to thread their message between the physical and digital worlds. And, unlike the first time around, QR codes now seem to have much more staying power when it comes to engaging consumers and driving revenue.

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  • Why Chief Executives Run Out of Patience with Their CMOs

    ANA Magazine   April 22, 2022  

    A recent survey paints an ominous picture of the level of confidence chief executives have in their CMOs, with most thinking that CMOs put their own interest above that of the organization. At the same time, about a third of CEOs have great confidence in their CMOs. That presents an opportunity for chief marketers to change the dynamic and demonstrate their business acumen.

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  • Are Marketers Ready to Dive Into Summer?

    ANA Magazine   April 15, 2022  

    With the pandemic starting to fade, this summer is expected to be quite different from the past two. Consumer-facing marketers will need to shift gears somewhat, from supplying an accelerating amount of digital content to ramping up efforts to reach people who will be clamoring for live events and spending a lot more time outdoors.

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  • The Russian Invasion of Ukraine Has Put a Spotlight on Brand Activism

    ANA Magazine   April 8, 2022  

    How brands have responded to the war in Ukraine provides valuable lessons for marketers navigating an increasingly unpredictable world. The crisis has reinforced the need to be nimble and responsive and ensure that every single part of a company’s operation is aligned on the brand’s values.

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  • Exhausted by the Pandemic, Consumers Want Simple

    ANA Magazine   April 1, 2022  

    With their lives turned upside down by the COVID-19 pandemic, consumers are leaning toward brands that can deliver simple experiences and talk about their products and services in a straightforward manner. But making things easier for people and explaining brand value in everyday terms does not mean companies have to dumb down the message.

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  • When Cancel Culture Comes

    ANA Magazine   March 25, 2022  

    When consumers shame and/or boycott companies and organizations due to actions or statements they deem offensive or harmful, marketers at the center of the cancel-culture storm may want to wait until things blow over, a recent study says. At the same time, a brand could risk irrelevancy if it goes too long before responding to public concerns. How best, then, to respond?

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  • Corona Is Opening an Island

    ANA Magazine   March 11, 2022  

    Corona Island is taking brand extension to another level. The island, which opens this summer, will offer visitors a slew of environmental lessons that they can apply at home. Felipe Ambra, global VP for Corona at Anheuser-Busch InBev, hopes the destination will also serve as a beacon for other brands eager to accelerate their sustainability efforts.

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  • What Will the 'Great Return' Mean for Offices?

    ANA Magazine   March 4, 2022  

    With the economy growing at a rapid pace and rates of COVID-19 declining, companies that had sent workers home to work remotely are reopening their offices and people who left their jobs in the so-called “Great Resignation” are beginning to return. But both are bringing with them a different perspective on how the workplace should, well, work. Organizations will have to be much more accommodating compared to before the pandemic.

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  • Brands Catch the Micro-Influencer Wave

    ANA Magazine   February 25, 2022  

    Influencer marketing is expected to grow to more than $4 billion this year, according to a recent study, with micro influencers leading the charge. Finding micro influencers begins with identifying creators whose audiences align with a brand's target audience and who have a strong affinity for a company's product and services.

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  • Brands Turn Up the Dial on Podcasting

    ANA Magazine   February 18, 2022  

    Podcast advertising still needs to catch up with the explosion in programming in the past few years, with plenty of marketers taking a wait-and-see approach. But with consumers increasingly burned out by screens, podcasts may grab both mind- and wallet-share a lot sooner than marketers anticipated.

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  • Social Commerce Goes Mainstream

    ANA Magazine   February 4, 2022  

    Many American consumers may be reluctant to buy stuff from Twitter, Facebook, and other social platforms. However, younger generations are among the biggest social shoppers, suggesting that adoption rates are poised to surge. Job one for marketers to join the fray is to meld their catalogs with their social media accounts and tag their products in posts and videos.

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