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Influencer Marketing Is Changing the Game for Celebrity Athletes
Social media and influencer marketing have started to blur the line between celebrity athletes and brand ambassadors. The challenge for brand managers is how to harness the new constellations of stars without putting the company in jeopardy or alienating people.
Industry Insights
The State of Walled Garden Misinformation: Implications for the 2024 Elections
While advertising on social platforms offers marketers precise targeting and highly customizable messaging, many brands are cautiously navigating the open nature of these complex and massive platforms.
Knowledge Partners
Ads in Misinformation: An Ad Effectiveness Experiment
Zefr conducted an “ad effectiveness experiment to uncover the true impact of ads next to misinformation.
Sonic Branding: Using Music and Audio as a Marketing Tool
How can brands use audio and music to reach consumers?
Agency Rosters
How are marketers managing their agency rosters?
How a Binge Worthy Drama Drove Gen Z Gym Memberships
“On this Repisode of High School Summer Pass” is a free gym promo disguised as a bingeable teen drama that lived on the same platforms as generation Z, positioning Planet Fitness as a place they belong.
Invisalign’s Movie Trailers Juxtapose the Benefits of its Aligners to the Discomfort of Braces
To position the brand as the hero that keeps teens drama-free, Invisalign created #InvisIsDramaFree 2023 — a series of fake movie trailers emphasizing the daily hassles and visceral discomfort of braces juxtaposed against the benefits of the brands clear aligners.
McDonald’s Host Grimace's Birthday to Engage Gen Z Consumers
McDonald’s harnessed the power of one of its most iconic characters and social media to modernized its nostalgic McDonald’s Birthday experience.
A Definitive Guide for CEOs and CMOs to Jointly Unlock Growth from Marketing
This study, developed in partnership with McKinsey, provides a new perspective for unlocking marketing-driven growth - and has implications for CEOs, executive committees, C-Suites, and chief marketers.
IRG Impact Study Findings: Driving More Humanized Growth
In 2023, the Global CMO Growth undertook an important research initiative with Oxford University and the Institute for Real Growth to help elevate how the business community understands and values marketing, brand building, and creativity in driving growth.
2023 ANA Global CMO Growth Summit Recap
The ANA Global CMO Growth Summit provided opportunities for CMO delegates to incorporate best practices into their individual company’s growth strategies and, importantly, to gain consensus on leadership initiatives that will strengthen the marketing ecosystem.
Space for All: Advancing Diversity, Inclusion, and Equity in STEM
In this session, Aisha Bowe - aerospace engineer, entrepreneur, advocate for DEI in STEM, and soon-to-be astronaut — shared her experience breaking barriers in space exploration, and discussed the challenges and opportunities of promoting diversity and inclusion in a traditionally male-dominated field.
AI Adoption in Marketing — The Game Changer You Can’t Afford to Ignore
The adoption of AI for marketing is no longer just an option — it's a necessity. Knotch surveyed over 200 marketing professionals, all involved in the creation or optimization of marketing content, in order to understand how perspectives on AI are shifting, the velocity of AI adoption, and where AI is currently being underutilized for marketing organizations.
Navigating Tomorrow's Marketing Landscape: Insights for Nonprofits
This presentation aims to explore the “What,” “So What,” and “Now What” of the future of marketing, specifically tailored to the unique needs and challenges faced by nonprofits.
Ads in Misinformation: An Ad Effectiveness Experiment
Zefr conducted an “ad effectiveness experiment to uncover the true impact of ads next to misinformation.
Everything Wrong with TV Measurement: The Attribution Playbook for TV Advertisers
In this report, Marketing Architects identifies top challenges facing advertisers when measuring TV’s effectiveness and provides a playbook for solving them.
The Role of Customer Analytics Throughout the Value Chain: Applying Customer-centric Thinking to Fuel Growth
This paper explores the opportunities for brands to use customer analytics and the concept of customer centricity as a core business strategy in driving brand experience and growth.
The Most Important Factors to Clients in Selecting an Agency
The ANA shares survey data that sheds light on the most important criteria motivating a client’s choice of an agency, with cost topping the list.
A Maturity Model for the Skills and Aptitudes of Modern Marketers
Douwe Bergsma, CMO at health care provider Piedmont, shares a framework for assessing the maturity of a modern marketer’s capabilities.
Quantifying the Dominance of Google, Meta, and Amazon in the Advertising Industry
Omnicom shares data that sheds light on how much Google, Meta, and Amazon dominate the advertising industry, with a projection for how this dominance will continue to grow in the coming years in the auction space for digital media.
E-commerce Quick Win Package
ANA's E-commerce Quick Win package includes a high-level cheat sheet and a comprehensive, customizable checklist to guide you through every step of the way when activating and growing ecommerce at your company.
E-commerce Cheat Sheet
Use this cheat sheet to learn about marketing's role in e-commerce and how to overcome common pitfalls.
E-commerce Checklist
Use this checklist to help you take a systematic approach to activating and growing e-commerce at your company.
ABM Strategy Playbook
Follow this simple step-by-step guide to develop an account-based marketing (ABM) approach and strategy.
The Acceleration of Principal Media
Principal media has been getting increased attention, and marketers need to be aware and knowledgeable. This report provides detailed guidelines around areas including the importance of the client/agency contract, the approval process, and auditing.
Decoding Compensation Models and Implementing the Right Model
This executive-level guide is a joint initiative from the ANA and the 4A’s that outlines commonly used compensation models and provides foundational knowledge, definitions, best practices, and analysis of the pros and cons for each model.
ANA Collection of Summary Reports on Artificial Intelligence
The ANA presents a collection of 18 AI research reports that most closely align with the interests of marketers, summarized with key takeaways.
Training Takeaways
Get smarter at a glance with career-critical insights drawn from expert-led trainings.
Aligning the Customer Journey to Goals: Lead Gen Versus Retention
The USPS offers examples of how you can tailor your customer journey to either lead generation or retention.
Four Tips for Finding Your Most Valuable Direct Mail Audience
To make direct mail more effective with segmentation, you have to know how to categorize your audience. Finer, more granular audience targeting will focus your message on those who will be the most receptive to it. To achieve just this, consider four tips drawn from the ANA’s Affiliate Training Program, The USPS Advanced Marketing Certificate Program.
Three Advantages of Direct Mail Retargeting Technology
Direct mail retargeting delivers multiple touchpoint opportunities for customers who have engaged with your brand. This technology provides consistency across touchpoints as customers consider and evaluate decisions while navigating their path to purchase. Adopting this approach offers marketers three key advantages as “front-end” activity triggers valuable responses on the back end of the technology.
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Marketing Futures
With a focus on exploring innovative topics and demystifying emerging trends, ANA Marketing Futures is a crossroads for marketers to discuss, debate, and prepare for the future of marketing.
ANA Magazine
Find coverage specific to B2B, B2C, and social impact; get expert insights from content partners; and have fun with our weekly marketing news quiz.
Podcasts
Listen to insightful commentary and discussions concerning the future of marketing, the power of purpose, or legal aspects across the marketing stratosphere.