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Ignoring the 'Silver Economy' May Be Getting Costly for Brands
ANA Magazine July 1, 2022Despite 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, 2022A 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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Brands Have to Take a Gut Check Before They Take a Stand
B2B Marketer June 22, 2022From Russia’s invasion of Ukraine to the fight for racial equality in the U.S., there’s no shortage of issues on which brands might take a stand. But simply speaking out isn’t what customers and prospects are looking for, particularly among millennials. People will see right through companies that insist they are concerned with social issues but do not follow through with any concrete action.
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Connecting to Gen Z Purposefully
Greater Good June 20, 2022An environmental activist, social entrepreneur, and artist, 22-year-old Maya Penn has already launched a sustainable fashion brand and a related nonprofit organization, among other noteworthy accomplishments. She shares her perspective on how brands can best weave purpose into their business and speak to the concerns of gen Z.
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Radio Works to Drive Business and Brand Growth
Forward June 14, 2022Through a series of online, members-only events, the Radio Advertising Bureau (RAB) has explored radio’s benefits to more than 18 categories of business, including healthcare, automotive, retail, and restaurants, among others. Here’s a look at just a few industry verticals where radio drives ROI.
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The Face of the American Shopper Is Changing
Forward June 9, 2022Census data from 2020 shows U.S. population growth is led by multicultural groups, which means brands that haven’t gotten up to speed on shifts in U.S. culture or that don’t understand how these consumers live and shop could be missing the mark.
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The Art of the Zoom
B2B Marketer June 8, 2022While in-person sales meetings slowly come back and offices start to reopen, digital communications — including video calls — remain the go-to strategy for brands that want to strengthen existing relationships and build new ones.
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From Walled Gardens to a 'Garden of Gardens'
Forward June 7, 2022Two forces that affect digital advertising are on a collision course: walled gardens and new privacy regulations. Thankfully, there are new and emerging technologies that can help marketers deal with the fallout and continue targeting digital ads while maintaining privacy protections.
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Consumers Want a New Retail Experience
ANA Magazine June 3, 2022The 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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Five Reasons Why DOOH Is a Heads-Up Move for CPG Brands
Forward June 2, 2022As restrictions related to COVID-19 loosen across the U.S. and consumers return to offices and in-person shopping, digital out-of-home advertising can help brands meet consumers with context-based messaging that changes in real time.
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A Swirl of Change Is Pushing More and More Companies to Consider Rebranding
ANA Magazine May 27, 2022Several 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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Dedicated to Life-Changing Work
Greater Good May 23, 2022Easterseals’ Tyler Hall, recipient of the 2022 ANA Nonprofit Federation Rising Leader Award, is highly regarded for his good trouble, generosity, and grit, as well as for his data-driven fundraising practices. In this Q&A, Hall shares his professional journey and the lessons learned along the way.
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The Growing Innovation Gap Is Costing B2B Brands
B2B Marketer May 18, 2022There is a serious gap between perception and reality when it comes to B2B marketing innovation, a recent study finds, with many marketers believing they are more competent marketing innovators than the evidence shows.
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Previously Cast Aside, QR Codes Are Making a Comeback
ANA Magazine May 6, 2022Quick 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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B2B Brands Deploy 'Always-on' Marketing Strategy to Keep Up with Buyers
B2B Marketer May 4, 2022There are several reasons B2B buyers seek out new vendors, ranging from a problem with an existing solution to relocating the business. But the reality is that buyers could be on the hunt for new vendors at just about any time. That's why marketers need an "always-on" approach to providing relevant content, according to a recent study, making sure they get on the short list of potential suppliers.
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Your Customers Want ESG to Change the World
Forward April 28, 2022In the past, purpose in marketing might have been seen as a lever to increase brand perception and consumer preference, or only pursued if it was natively part of the company’s mission. Now, a commitment to societal issues or putting accountability at the core of one’s brand are no longer a bonus or a nice-to-have, a new report from Bloomberg Media finds — they are an essential part of doing business.
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Bringing the B2B Customer Experience to Life
Forward April 26, 2022Understanding which type of customer experience (CX) resonates most effectively with B2B customers is important, but it’s only part of the equation. Once a business knows what type of experience it wants to deliver, it must address the practicality of how to bring that experience to life. Based on Merkle’s research, here’s where B2B organizations can start.
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Why Chief Executives Run Out of Patience with Their CMOs
ANA Magazine April 22, 2022A 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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Will Social Become the Dominant Media for B2B Brands?
B2B Marketer April 20, 2022Social media has pulled ahead of email marketing as the top marketing tactic for B2B companies, says a recent study. As social platforms command a growing number of ad dollars, the challenge for marketers will be to tailor their messages so they play into the strengths of each channel, whether text for Twitter, visuals for Instagram, or original video content on YouTube.
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Are Marketers Ready to Dive Into Summer?
ANA Magazine April 15, 2022With 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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