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AI Is Great, But What Does It Mean I Have to Actually Do as a CMO?
You would need to have been on Mars to avoid the onslaught of news stories and startup launches in the AI space, but there remains a paucity of good perspective on the implications for marketing. Technology has become an extension of humans for many years starting with the personal computer evolving to the www and then the smartphone. AI is no different but arguably represents a more fundamental and tectonic shift as it is not purely behavioral, it is a new form of intelligence, meaning limitless applications.
B2C
AI Draws New Opportunities for Advertising Design
Generative artificial intelligence (AI) is rapidly changing how marketers conceptualize, craft, and distribute advertising creative. But as they integrate AI with their ad design, marketers need to be aware of several potential stumbling blocks.
Beyond Profit Podcast
Progressing Inclusivity Within Marketing
In this episode of Beyond Profit, host Ken Beaulieu talks with Dr. Anastasia Kārkliņa Gabriel whose new book draws on case studies from purpose-driven brands and her own expertise as a cultural theorist and brand strategist to help organizations drive the cultural conversation and transform society.
In-House Agencies
How can my brand bring media or creative in-house?
Best Practices for Portraying People with Disabilities in Advertising
How are brands depicting and including individuals with disabilities in their communications?
Lenovo Strengthens Ties with Its Partners
Lenovo developed a partner program that capitalized on trainings, thought leadership, and incentives and rewards, among other tactics.
How Epiroc Used "Culture Magnets" to Attract High-Level Employees
Tasked with elevating the talent level within its U.S. offices, Epiroc crafted an authentic, multichannel campaign that showcased what a great place it is to work by featuring the testimonials of real employees, known as “culture magnets.”
How This B2B Brand Partnered with Ozzy Osbourne to Drive Consideration
Partnering with the likes of musicians Ozzy Osbourne, Joan Jett, Gary Clark Jr., Billy Idol, and Paul Stanley, Workday created a campaign that drove impressive results for both brand awareness and consideration.
How CMOs Are Shaping Their GenAI Future
According to our 2024 survey in partnership with Boston Consulting Group (BCG), of over 200 CMOs in seven countries, CMOs increasingly view generative AI (GenAI) not only as a way to improve efficiencies but also to unlock growth.
2024 CMO’s Guide: A Compendium of Cases from Brands Driving Business Growth and Innovation with Generative AI
Adding to the Growth Council’s Position on Generative AI, CMOs and other thought leaders have shared examples of how leading brands across many industries are successfully implementing Generative AI into their marketing strategy.
The ANA Global CMO Growth Council Position on Generative AI — June 2024
The CMOs of the ANA Global CMO Growth Council community have steered the development of a common set of principles and guidance to help ensure that AI-based initiatives create value without harmful unintended consequences. The initial draft is available now for review and comment.
Inclusive Innovation: Leveraging Diversity and Accessibility to Minimize Bias
Ada Lopez of Lenovo’s Product Diversity Office described her team’s role in ensuring the inclusivity of technological design.
A Picture Is Worth Infinite Words: A Preview into ANA's Data Visualization Playbook
Visualizing data can make it easier to comprehend and digest a narrative being shared or the point to be made. In this session, learn how the marketing and data ecosystem can use data to its fullest potential, guiding decisions and strategies, by mastering data visualization.
BNY Mellon + VSA Partners: BNY Mellon Rebrand
As BNY Mellon continues to transform as an organization, they worked with VSA Partners to create a system that finally told the brand's full story embracing both its heritage and vision — and importantly, gave its people the tools and inspiration they need to express their vision, and write the next chapter.
Customer Loyalty in Shared Mobility Situations: Spain
A study of user behavior in the shared mobility (i.e., vehicle sharing) market in Spain, including user preferences, loyalty, frequency of use, average ticket, and other relevant indicators.
Boom Time: Social Media Ad Spend Set to Explode in 2024
After nearly two years of constant talk about a recession and its downward impact on digital advertising revenue, the official numbers are in. 2023 was a banner year for advertising, with advertising spending a record $225 billion in the U.S. alone.
What Do Retailers Need to Do to Make the Most of First-Party Data?
This report from Intent HQ leverages insights from some of the industry’s top experts on how to build a clear roadmap for first-party data success.
The 2020s: A New Era of Digital's Global Preeminence Over Linear TV
Marketing solutions provider Guideline tracks the proportion of media mix devoted to digital, on the one hand, and linear TV, on the other, in the first quarters of 2022, 2023, and 2024 in the U.S., the U.K., China, Australia, Canada, and New Zealand.
Ranking the Most Valuable B2B Brands, 2024
Representatives from Deloitte, Stein IAS, and Brand Finance identify the most valuable B2B brands of 2024.
The Rise of Latino-Owned Businesses
A team of presenters at the 2024 ANA Masters of B2B Marketing Conference cited U.S. Census data to chart the proliferation of Latino-owned businesses over the last three decades.
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.
2024 ANA Business Marketing Practice — Marketing Impact Measurement Study
This study and “first-look” discussion guide report explores how to address the “snowflake” problem — that every senior marketing role appears to be uniquely defined. Aspects of the study included C-suite interviews, extensive marketing literature, and contextual industry analysis.
Programmatic Transparency Benchmark
The ANA and TAG TrustNet have released early findings from their first quarterly Programmatic Transparency Benchmark Study, which seeks to collect, reconcile, and analyze ANA members’ log-level data to establish supply chain metrics against which individual can regularly assess their own programmatic campaigns.
Cost of the Pitch II: The Rise of Value
The 2024 "Cost of the Pitch II: The Rise of Value" report builds upon a previous 2023 report, delving deeper into the evolving dynamics of value within client-agency relationships and the factors for a successful long-term client-agency relationship.
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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A library of ANA on-demand conference sessions and highlights, webinars, podcasts, and original video content.
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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.