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An Optimistic Outlook for an Unpredictable Year
Industry Insights February 2, 2023Recession and performance. These are the two somewhat contrarian subjects I’ve been discussing with my partners, clients, colleagues, and industry peers over the last few weeks. No matter which side of the industry they sit on, everyone is searching for the answer to how we can move through a global tidal wave affecting the tech and advertising industries at their core while remaining focused on achieving strong growth and performance.
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With More Marketing Data Sources in 2023, Watch Out for These 3 Pitfalls
Industry Insights February 1, 2023More data means more insights. At least, that seems to be the presumption behind a recent Salesforce survey of 6,000 marketers about 2023. The research finds that brands are looking to greatly diversify their data sources, from identity data to transactional records. From 10 sources on average in 2021 to 15 in 2022, they anticipate increasing to 18 sources this year.
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Your Attribution Model May Be Data Driven – But It’s Still Not the Right Answer
Industry Insights February 1, 2023The concept of attribution had noble and necessary beginnings – entering the marketing landscape like a newly anointed royal ready to wave away our collective blindness to which ads were working and which were not. Even with its rules-based and/or data-driven origins, “attribution” has always been a misnomer. While it’s been a reasonable success in understanding basic ad performance – it is one the greatest distractions of our time.
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A Movement to Reduce Online Hate
Beyond Profit January 31, 2023In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Anita McGorty, who leads Engage Responsibly as executive vice president at the ANA, joins host Ken Beaulieu to discuss why humanity is under attack online and what we can do about it.
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Retail Media Networks: A Forced Marriage or Perfect Partnership?
Research Reports January 30, 2023According to eMarketer 2022 was “the year of retail media networks." The ANA fielded a landmark survey of our members’ usage, attitudes, and future intentions regarding RMNs, followed by qualitative interviews with senior marketer members to gain additional learning, insights, and context.
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Why Performance Is Paramount for Brands in 2023
Industry Insights January 30, 2023“Performance Marketing” has had its time as a buzz word, but amid the current economic climate, it’s more important than ever. Consumer behavior has always been unpredictable, particularly in the last few years, and 2023 waters are looking to be quite murky. However, marketers can find clarity in measuring and optimizing performance.
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Retailers Require New Resources for Success in the Privacy-Centric World
Industry Insights January 27, 2023For the last 20 years, marketers and advertisers have reached their target audiences on terms set by third parties. Google’s vast display networks, enabled by cookies, defined what we knew as digital advertising. Facebook took it one step further maximizing user-submitted, deterministic data, harvesting it for hyper targeting on and off the platform. It was a gold rush of sorts, with entire segments of the industry born out of the indisputable dominance of the two.
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Retail Media: The Power of Customer Insights
Conference Sessions January 26, 2023In this video, Walmart Connect's Ernesto Henríquez discussed the deep customer insights that RMNs can offer, giving brands a greater understanding of the extraordinary shifts we’ve seen in consumer habits and how to best connect with customers along their shopping journey.
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Retail Media Networks: A Forced Marriage or Perfect Partnership?
Conference Sessions January 26, 2023What’s all the fuss about Retail Media Networks? The ANA set out to find out, fielding a landmark survey of our members’ usage, attitudes, and future intentions regarding RMNs. Learn more with the ANA's John Paquin.
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Making the Most of Retail Media Networks in the Highly Competitive CPG Landscape
Conference Sessions January 26, 2023In this video, William Lee, Senior Manager, Retail Media at Henkel North America, shared how this leading CPG company unlocks the enormous promise and full potential of RMNs to create seamless omnichannel shopping experiences that fuel growth across three business divisions.
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Marketers Are Scared of Retail Media
Conference Sessions January 26, 2023Marketers fear missing out on retail media’s gold rush and fear retailers’ retaliation if they underspend. In this video, learn how marketers can reframe retail media to overcome these fears. Once they do, they can maximize retail media’s revenue impact.
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RMNs Beyond CPGs
Conference Sessions January 26, 2023In this video, Ian Freitas, Global Retail and Channel Marketing Director at Intel, an early adopter of RMNs, shared his experience navigating the ins and outs of this rapidly evolving new platform from the perspective of a marketer outside the confines of the CPG industry.
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3 Ways Marketers Can Combat Uncertainty and Build Confidence in 2023
Industry Insights January 26, 2023What are marketers concerned about right now? Recent discussions I’ve had with CMOs from a range of industries have revealed three consistent themes.
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Why the Ad Industry’s KPIs Are Broken
Industry Insights January 20, 2023Digital advertising has moved performance to center stage, prompting marketers to consider how to best monitor and measure the effectiveness of their campaigns. Measurement has therefore become one of the most critical aspects of building a successful campaign. However, it has also remained a huge hurdle for the industry despite a wide array of advancements in digital advertising in recent years.
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Growth of Influencer Marketing Brings New Rewards, Raises Tough Questions
ANA Magazine January 20, 2023Spending on influencer marketing is expected to grow to $6.1 billion in 2023 and $7.1 billion in 2024, per Insider Intelligence. But as the market expands, brand managers are starting to ask tougher questions about the advantages — and drawbacks — of using influencers to help boost engagement efforts and land new customers.
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The Metaverse Doesn’t Exist…Yet
Podcast POVs January 20, 2023Marketing Futures podcast host Mike Berberich explains why the metaverse doesn’t exist yet and provides advice for marketers still grappling with the metaverse concept.
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ChatGPT: Effects on Search and Usefulness for Marketers
Pulse January 18, 2023If your team has been looking for a way to use AI more to support creative strategy, ChatGPT may actually be helpful for you. While it may seem counterintuitive to have an AI chatbot enhance creativity, the technology can help gather data, research, use the dialogue to plan campaigns and meetings, headlines, key words, copy, and images.
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Technology Is Transforming Advertising: CES Just Showed Us How
Industry Insights January 18, 2023Welcome to the future. The Consumer Electronics Show (CES) is this year’s most influential electronics and technology event. This event brought in over 100,000 attendees and 3,200 exhibitors, representing over 174 different countries.
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Diversity in Ad Creative: Gender, Age, Race, and Ethnicity Benchmarks
Knowledge Partners January 18, 2023This report from Extreme Reach leverages AI and machine learning, supported by human quality check, to scan and analyze ads across a range of diversity categories. The results provide the marketing industry DEI benchmarks, enabling the ability to set goals and more easily adopt accessibility practices within advertising.
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Email Marketing Best Practices: A Guide to Creating and Implementing Successful Email Campaigns
Knowledge Partners January 17, 2023The agency ICF Next offered an array of best practices for tackling each phase of email marketing.
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