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ANA Magazine

The Young and the Textless

by Anne Field, 2 days ago

Alphas may be little in size, but their influence on their parents’ purchasing behavior is growing by leaps and bounds.

B2B Marketer

Failing to Connect the Data Dots

by John Obrecht, 4 days ago

B2B marketers are having an increasingly tough time leveraging the streams of data they collect. One result: content marketing programs suffer from a lack of direction.

Forward

New Impressions for Local TV Are Key to Succeeding in a Multiplatform Universe

by Hadassa Gerber, 5 days ago

With an impressions-based ad model, marketers will be able to more easily include local broadcast TV in cross-platform campaign planning — and more quickly assess performance.

ANA Magazine

Quick Bits for the Week of December 9, 2019

by Emma Phipps, 6 days ago

What marketers need to know this week: the 2019 ANA Marketing Word of the Year, Shutterstock’s color trends for 2020, and more.

ANA Magazine

Catering to Gen Z Means Shunning Traditional Marketing

by Chris Warren, 1 week ago

To boost their appeal to gen Zers, brands need to rip up their existing playbooks and develop an entirely new media mix centered on social channels and entertainment.

Forward

Why Marketers Are Struggling with Asset Management

by Melinda McLaughlin, 1 week ago

Using old, brute-force ways to meet new demands has reached a breaking point. Traditional digital asset management systems simply weren’t built for brand TV and video campaign asset workflow, and new research is showing why they can’t go the distance.

Forward

Local Radio Strategy Works Wonders for Brand Lift

by Tammy Greenberg, 1 week ago

Understanding local cultural nuances makes a huge difference in establishing long-term relationships with those consumers.

ANA Magazine

Appealing to Millennial Values

by Marie Griffin, 2 weeks ago

As they earn bigger salaries and grow their families, millennials are becoming the predominant consumer force, moving marketers to embody the values they espouse.

Forward

The Future of Retargeted Marketing Is Direct Mail

by Christopher Karpenko, 2 weeks ago

Digital technology has made a profound impact on marketing. Using retargeting-ad technology, businesses can easily and effectively reach the right consumers at the right time with the right messaging.

B2B Marketer

Defining B2B Marketing Success in a Post-Digital Era

by Michael J. McDermott, 2 weeks ago

Fast-emerging technologies are turning B2B marketers into data scientists — and enabling them to be more creative than ever before. Job one: striking a balance between automation and the human touch.