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Search returned: 3023 document(s).
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Connecting the Digital Dots with First-Party Data
B2B Marketer August 10, 2022Customer data platforms (CDPs) are fast becoming an effective tool for B2B companies to locate, engage, and retain new customers. But adoption rates remain low, and fully leveraging CDPs remains hampered by the inability among B2B marketers to break down their company's business silos and connect the digital dots.
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A True and Open Partnership: A Warner Bros. Discovery Case Study
Industry Insights August 10, 2022In July ANA released the report, “Procurement 2022: The Good, the Bad, and the Ugly.” In that report, Sebastien Slek, executive director, global sourcing marketing at Warner Bros. Discovery contributed the following case study.
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Marketing Operations
Ask the Expert Answers August 10, 2022What are trends in marketing operations? How are marketing operations managed?
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A Global Marketing Executive's Perspective on Brand Versus Performance Metrics
Industry Insights August 9, 2022Emily Culp, a global marketing executive, former CMO of Keds, and Board Member at Mizzen + Main and Stio & Cordial, recently sat down with the ANA’s Michael Berberich, Senior Director of Content & Marketing, to discuss her views on brand vs. performance metrics and how marketers can make the right decisions for their brand.
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How Brands Are Fighting Ad Fatigue with New Creative Strategies
Industry Insights August 5, 2022Brands are somewhat obsessed with audience targeting, to the detriment of ad creative. Nielsen has long held that creative is responsible for about half of a campaign’s overall performance, with targeting much lower.
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B2B Going Green
Industry Insights August 4, 2022If the peril currently faced by the planet was not enough to impress upon marketers the importance of sustainable business practices, they have had that importance underscored for them by one of their industry’s leaders, namely, Marc Pritchard. ANA Newsstand has quoted the chief brand officer of Procter & Gamble insisting that "marketing is in a state of disruption, and people expect more from brands and companies. They expect us to do good for society and for the planet. Brands really have the opportunity and responsibility to step up and do good — and do so in a way that's good for growth."
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The Rise of Programmatic Attention Metrics
Knowledge Partners August 3, 2022Adelaide released a report on how to use attention metrics in programmatic media buying, how to improve attention measurement through DSPs, and more.
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Procurement’s Definition of Value Must Be Maximum Growth and Impact
Industry Insights August 3, 2022Last week ANA released the report, “Procurement 2022: The Good, the Bad, and the Ugly.” One of the most fundamental debates about procurement is their definition of value. Is it lowest cost or maximum growth and impact? In the new report we asked procurement, as well as marketing and agencies, “Please indicate where on the continuum below the marketing procurement group stands in terms of its definition of what constitutes value.”
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How to Improve Lead Scoring
Ask the Expert Answers August 3, 2022How can I improve my lead scoring process to identify the strongest leads?
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Now Is the Time for Brands to Clean Up Their Ad Supply Chain
Industry Insights August 3, 2022More than halfway through 2022, the world is still feeling the effects of global supply chain issues. These woes are impacting the production of everything from planes to cars to Halloween candy. Every time an industry is hit with supply chain slowdowns, there is a trickle-down effect in ad spend.
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Inflation and the Advertising Industry
Ask the Expert Answers August 3, 2022How is inflation affecting the ad industry and media spend?
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How Automation & AI Can Enhance Customer Experience
Industry Insights August 2, 2022Across all industries, most successful companies now rely on artificial intelligence (AI) to streamline their operations. For example, the automation of business processes has enabled companies to perform more tasks in less time, resulting in lower labor costs, increased output, and higher profit margins. At the same time, machine learning and AI-driven analytics have made it possible for organizations to make more informed and effective marketing decisions based on high-level insights pulled from data.
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How to Tailor Your DTC Website to Attract & Convert the Modern Consumer
Industry Insights August 2, 2022As a DTC business, your brand’s website is the very heart of your operations. It introduces prospects to your products, showcases your brand, and keeps your shop up and running 24/7 — no matter where your customers are based.
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The Rise of Retail Media Networks
Industry Insights August 2, 2022Retail media networks (RMNs) are becoming essential to the modern digital marketing landscape. These advertising platforms run on the digital properties of specific stores, allowing brands to reach consumers near the closest point of sale. For example, a brand like Lay’s or Tostitos can leverage a grocery chain’s RMN to advertise to consumers searching for snacks on the retailer’s website or app.
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How to Create a Conversion-Boosting Referral Program for Your D2C Brand
Industry Insights August 1, 2022As the D2C space rapidly expands, heating up the competition, many brands are leaning on the power of customer referrals to generate awareness and drive sales. Learn how your business can leverage the enthusiasm of your customers to grow a community of ambassadors who promote your growth by sharing about your D2C brand with their friends, family, colleagues, and social media networks.
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Leveraging Technology to Take Your In-Store Experiences to the Next Level
Knowledge Partners August 1, 2022ICF Next’s Bindu Gupta shares tips on how marketers can leverage technology to surprise and delight customers in store.
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How D2C Brands Can Leverage Influencers and Affiliate Marketing
Industry Insights August 1, 2022As D2C brands enjoy hyper-growth mode thanks to consumers’ increasingly digital habits, savvy marketers are looking to influencers and affiliate marketers to expand their reach. The key to running a successful campaign, regardless of which method you choose, is simple: design it around your goals and customers, and the results you desire will follow.
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Do Marketers Need to Know How to Code?
ANA Magazine July 29, 2022Amid 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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Procurement 2022: The Good, the Bad, and the Ugly
Industry Insights July 29, 2022In 2010, the ANA published a landmark report, “Procure¬ment: The Good, the Bad, and the Ugly.” The work took the pulse of the industry on the state of marketing procurement at that time, and measured practices and perceptions among professionals in three functional areas: procurement/sourcing, marketing/marketing services, and agencies. In 2022, we repeated and built upon that prior research to track progress (or lack thereof). Results were just released!
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How to Create an Incredible AR Advertising Experience
Industry Insights July 28, 2022Advertisers are eager to impress people with incredible experiences on augmented reality (AR.) The real magic of digital channels, from display banners to video to mobile ads, is in the new ways brands can tell a story to connect with an audience. AR is no different and, because it’s billed as an immersive experience, the stakes are particularly high to get AR creative right.
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