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Industry Insights
Leveraging AI for Publisher Revenue Enhancement
The capacity of AI to sift through expansive datasets and enact decisions in real-time renders it an indispensable asset for publishers. This technology is pivotal in refining revenue strategies, bolstering brand safety, and upholding content excellence.
B2B
Sparking an Emotional Connection in B2B Marketing
A convergence of factors, including the rise of digital media, continue to alter B2B marketing. Ruth Stevens, a close observer of the sector, shares advice for driving leads, cultivating branded advertising, and inserting more of an emotional hook in B2B messaging.
Industry Insights
CTV Ad Innovation Will Need to Overcome Cultural Roadblocks
CTV represents the convergence of programmatic and linear TV professionals. To drive adoption, the industry will need to navigate those cultural differences. Here are some of the cultural roadblocks to CTV innovation.
Product Launches
How are marketers handling their product launches?
Brand and Sustainability: The Planet, People, and Society
How are brands embracing and promoting sustainability?
Anytime Fitness Generated Big-Game-Size Buzz Without a Super Bowl Ad
Anytime Fitness couldn’t afford to buy a $7 million Super Bowl ad, so the brand subverted conventions by hijacking the Super Bowl without an ad, turning the Big Game into a big game of bingo. The effort significantly surpassed all internal goals, tangibly built the brand, and contributed to increased revenue.
Blaze Pizza Leverages Data to Shape Loyalty Offers
Blaze Pizza needed to boost August sales by 8 to 10 percent. The solution involved a segmented "month of offers" for loyalty members, leveraging the loyalty management platform’s segments and communicating via email and push. The effort’s data-driven strategies led to a 15 percent sales lift, surpassing the goal.
Coke’s AI Gives Festival-Goers Their Own Customized Music Videos
Leveraging AI, Coca-Cola transported music festival attendees to a virtual Coke Studio allowing them to star in their own customized music videos.
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.
The ANA Global CMO Growth Council Generative AI Pulse Check
Generative AI has captured outsized attention from investors and enterprise leaders. To help CMOs ensure their GenAI investments produce measurable gains, the ANA Global CMO Growth Council surveyed its delegates to understand how they are approaching GenAI.
2023 LGBTQ+ Marketing Inclusion Report
In 2023, the ANA released an updated edition of the LGBTQ+ Marketing Inclusion Report. Greg Wright, senior vice president at the ANA and the report’s author, reviewed his major findings and invited committee attendees to share their perspectives on the results.
General Motors: OnStar's "Love Proudly" Campaign
Within the current political climate, OnStar saw an opportunity to show its members their dedication to being purposeful allies to the LGBTQ+ community. OnStar’s Armand Jordan walked through the award-winning "Love Proudly" campaign, which focused on belonging, safety, and acceptance.
McCann: The Impact of ERG Programs on the LGBTQ+ Community
This session explored the significant role Employee Resource Groups (ERGs) play in fostering inclusivity and support for LGBTQ+ employees within the workplace.
The Power of Professionally Branded Emails
This report from Exclaimer examined some of the channels marketers are relying on most under tightening budgets to determine which had the greatest opportunity for both maximum engagement and ROI.
Empowering Engagement in 2024: Marketing Challenges and Strategic Solutions
Combining its own insights with recent data from other sources, Inspira Marketing outlined the most common challenges marketers will see in 2024 and beyond.
Fearlessly Curious Voices — Barbara Apple Sullivan and Amy McIntosh
Barbara Apple Sullivan sits down with NYU School of Professional Studies Chief Marketing Officer, Amy McIntosh, to talk about taking career risks, leaning into new technologies, and balancing work and family.
Flexible Staffing at In-House Agencies, by the Numbers
Creative staffing agency Cella shares survey results from Randstad Digital that identifies the percentage of in-house agencies that never, rarely, occasionally, or always capitalize on flexible staffing.
Podcasts' Benefits for Brands, by the Numbers
Media outlet Sounds Profitable shares the results of a consumer survey that illuminates the value that audiences find in podcasts and how they can aid brands that are looking to be discovered.
Creators' Biggest Complaints About Working with Brands, by the Numbers
Marketing platform CreatorIQ shares the results of a survey of creators that ranks their greatest sources of dissatisfaction when working with brands.
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.
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.
2024 ANA LGBTQ+ Marketing Inclusion Survey Unveils Transformative Insights
The 2024 ANA LGBTQ+ Marketing Inclusion Survey offers a comprehensive view into the state of LGBTQ+ inclusion in advertising. With 55 percent of advertisers engaging in LGBTQ+-inclusive marketing, the survey and report highlight a significant shift towards inclusivity.
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.
Videos
A library of ANA on-demand conference sessions and highlights, webinars, podcasts, and original video content.
Explore ANA Content Channels
Blogs
Read our latest blogs examining game-changing campaigns and industry research, providing actionable takeaways from ANA events, and highlighting advocacy initiatives and regulatory issues.
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.