Marketing Knowledge Center
Industry-best content to drive business decisions.
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Marketing News Quiz
Marketing News Quiz for August 17, 2024
In this week's marketing news quiz: Viewership numbers from the Paris Olympics, a video homage to a classic snack brand, the relationship between third-party cookies and different generations, and more.
Pulse
ANA's Event Recaps: These Are the Top Recaps
In a crowded industry with endless content and information to sift through, it can be challenging to discern quality content that provides relevant and factual information and helpful case studies. ANA’s Marketing Knowledge Center can help, however; the MKC provides trusted information meant to inspire concrete and actionable next steps.
B2C
Maserati Puts Sales and Marketing on a Dual Track
Kelly MacDonald, who took charge as CEO of Maserati North America in late 2023 after serving as CMO of the company for a short time, is bucking convention.
Hispanic Marketing and Language Preference
Do Hispanic consumers prefer what language they see advertising in?
Scents Make Sense: Using Smell in Marketing
How can I best communicate scent in my marketing?
USAA Leverages the Army-Navy Game to Attract Customers
The Army-Navy Game presented by USAA offered the organization an excellent opportunity to reflect its brand values and showcase its products and services to a large cross-section of members and prospects. USAA leveraged sponsorship rights and tactics to develop a campaign aligning with fan passion-points while supporting marketing objectives.
National Grid Promotes Energy Efficiency
National Grid undertook a multi-year campaign to encourage its customers to pursue greater energy efficiency.
SAP Riffs on the Day’s News with AI-Generated Images
SAP leveraged AI image-generation to accelerate the creative cycle, allowing it to pitch its technology to mid-size companies.
Global CMO Growth Council Leadership Assembly at Cannes LIONS 2024: Topline Recap and Key Takeaways
For the seventh consecutive year, the Global CMO Growth Council convened its leadership community at the Cannes Lions International Festival of Creativity. This pivotal forum brought together CMOs from top brands around the world to share progress and prioritize leadership initiatives for the remainder of 2024.
Executive Forum: Achieving Gold Standards in Brand-Building and Creative Effectiveness
This forum, conducted during the Global CMO Growth Council Leadership Assembly in Cannes, 2024, was dedicated to delegates connecting, learning, sharing, and challenging each other to raise our collective creative game.
Global CMO Growth Council Executive Forum at Cannes International Festival of Creativity 2024
This forum connected CMOs with diverse-owned and operated suppliers to demonstrate successful strategies to leverage multicultural media for business growth. Lela Coffee, Vice President of Multicultural Business Acceleration at P&G, introduced the delegates to seven trusted P&G partners.
Eaton and Jack Morton: Tales from the Next Frontier
After acquiring a major competitor, Eaton's portfolio of IT infrastructure products — and its audience — both grew dramatically. Learn how Eaton transformed its CRM B2B content into epic feats of technological and problem-solving mastery.
Engaging the Hard-to-Reach Generation: How Planet Fitness' High School Summer Pass® Connects with Today's Teens
Summer often fails to live up to expectations for teens. Learn how Planet Fitness met teens where they are by showing up on the channels they spend their summers on, with enticing content that creates confidence to sign up for a one of a kind program: High School Summer Pass®, a free summer membership for teens.
How a Nearly 100-Year-Old Company Is Modernizing Their Experiential Model to Drive Business Growth
Experiential marketing can be a compelling means to attract an audience to your product or brand. In this session, explore how Caterpillar, a nearly 100-year-old company isn’t resting on their laurels when it comes to crafting effective experiences that create bespoke memories and business action.
Maximizing TV Ad Spend with Location Intelligence
Behavioral audience segments and action-based outcomes are the future of TV targeting and measurement respectively. Brands want to tell a story to the right audience at the right time and measure the impact of those stories. By adding data to the storytelling capabilities of TV advertising, brands can now achieve this goal.
Uncorking Growth: Bread & Butter Wines' Recipe for Digital Success in a Saturated Market
For food and beverage marketers battling shelf space and consumer attention, Bread & Butter Wines offers a blueprint for standing out in the crowded wine aisle.
Advanced Study: Measuring YouTube Ad Creative Quality Impact at Scale
A study measuring the impact of ad creative quality on YouTube specific video performance.
The Popularity of Gaming, Esports, and Streamers by Age Group
Comscore shares data that reveals the relative popularity of gaming, Esports, and live streaming among generation Z, millennials, generation X, and Baby Boomers.
The Statistics on Cord-Cutting
Comscore shares research into the practice of cord-cutting, quantifying the prevalence of the behavior among all households, and then drilling down with further granularity for the 18-to-24-year-old and 25-to-34-year-old age brackets.
The Top Ten Streaming Services for Millennials and Gen Z
Comscore calculates the number of households subscribing to each streaming platform, with a special breakdown for millennials and members of generation Z.
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.
Data Visualization Playbook: A Picture Is Worth Infinite Words
ANA's Data Excellence and Privacy Practice's Data Visualization Playbook aims to equip marketers and practitioners with practical techniques and best practices to harness the full potential of data visualization.
Retail Media Networks: Optimism Tempered with Caution
While retail media networks (RMNs) have been around for well over a decade, they have really come into their own over the past few years. This ANA report concludes that, “Retail media networks have a measurement issue...and therefore better measurement of RMNs is clearly required.”
ANA Ethics Code of Marketing Best Practices
The ANA Ethic Code of Best Marketing Practices is a framework of high-level principles, guidelines, resources and examples of ethical marketing and advertising best practices applicable to all entities engaged in marketing, advertising, and fundraising.
Training Takeaways
Get smarter at a glance with career-critical insights drawn from expert-led trainings.
Eight Tips for Aligning MarTech with Strategy
Integrating marketing technology (MarTech) with marketing strategies is the deliberate alignment of your technology resources with your marketing objectives and the specific actions planned to accomplish those objectives. To achieve this integration, consider eight tips, drawn from the ANA’s on-demand training course, “Introduction to MarTech.”
Four Tips for Discovering and Distilling the Insights Necessary for a MarTech Assessment
Learn how to uncover your organization’s MarTech needs and challenges while aligning with key stakeholders.
Four Tips for an Effective MarTech Business Case
Learn the four key communication objectives, which, if followed, will give your MarTech business case clarity and earn it a receptive audience.
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.