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Responsible Marketing: Getting It Wrong the Right Way
Leading Edge January 2, 2025For many brands, corporate fragility is the Achilles’ heel that prevents them from admitting wrongdoing or accepting criticism, even at the expense of their own credibility and integrity. Instead of embracing feedback as an opportunity for growth, fragile organizations recoil from criticism, opting to deflect blame or bury their heads in the sand. This defensive posture stems from the misguided belief that admitting fault is a sign of weakness rather than brand strength.
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From Advancing Through the Funnel to Forging Long-Term Relationships
Leading Edge December 30, 2024The question for marketers is no longer about how to guide consumers through the marketing funnel, but instead, how to build enduring, valuable relationships over time in a new era where trust is currency, and brands need repeat business to meaningfully succeed.
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2025 Predictions: The Year Digital Advertising Reinvents Itself
Pulse December 16, 2024As 2024 fades into memory, the digital advertising industry is bracing for a transformative year. Fueled by rapid technological advancements, sustainability imperatives, and evolving consumer expectations, 2025 is set to redefine the way brands connect with audiences. Industry leaders predict a future shaped by purposeful storytelling, AI-driven innovation, and a steadfast commitment to efficiency and collaboration. Here’s what lies ahead for advertisers navigating this pivotal moment.
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Target's New Santa Ads: A Masterclass in Brand Reinvention
Leading Edge December 13, 2024The challenge? For retail brands, holiday performance can make or break their entire year. Target faced this reality head-on after a particularly tough year of declining sales and mounting pressure to win back customers. They needed a bottom-of-the-ninth home run during the critical Christmas shopping season. And they delivered by breaking three unwritten rules of holiday marketing.
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Best Practices for Increasing MQL to SQL Conversions
Leading Edge December 6, 2024Every company’s marketing department works hard to funnel marketing qualified leads (MQL) to its salespeople. Ideally, sellers want every MQL to convert into a sales-qualified lead (SQL). Having an MQL to SQL rate of 100 percent is not realistic, but far too often, this number ends up being lower than it should be.
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The Power of Diversification in Affiliate Marketing: Lessons for Q4 and Beyond
Leading Edge December 2, 2024Every holiday season, the perennial question for businesses is: how can we maximize growth while maintaining sustainable, diversified revenue streams? Affiliate marketing offers a powerful solution, yet the running perception of this channel often narrows it down to last-click, coupon-driven models. This is a missed opportunity, particularly when brands should be thinking about diversification — not just in their partner types but in how they plan, execute, and adapt during the busiest time of the year.
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How MFA and AI-Generated Content Are Reshaping Brand Safety
Leading Edge November 19, 2024The internet is awash with Made-for-Advertising (MFA) sites and AI-generated content, creating a crisis of authenticity with practical implications for brand safety. The ANA’s bombshell Programmatic Media Supply Chain Transparency Report, and Adalytics’ scathing research on the ineffectiveness of traditional brand safety tools have brought about a paradigm shift.
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5 Questions to Separate AI Fact from Fiction in Media
Leading Edge November 18, 2024In ad tech, we love our three-letter acronyms — you've got DSPs, SSPs, CDPs, and DMPs. We obsess over click-through rates (CTRs) and customer acquisition costs (CAC), and the three-letter list goes on. But as our attention spans shrink, our acronyms do, too. The most important ones for the future will have just two letters, and the most obvious one is AI (artificial intelligence).
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B2B in 2024: A Guide to Successful Campaigns
Leading Edge October 14, 2024In 2024, account-based marketing (ABM) is table stakes for B2B marketers. A tried-and-true ABM strategy is foundational for connecting with clients and prospects in a targeted, relevant way — but it’s not the only B2B marketing strategy. Setting your brand apart from the rest and driving real, sustainable growth requires more.
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The Art (and Science) of Who Not to Target with Your Fundraising Campaigns
Leading Edge October 7, 2024A nonprofit's journey to greater impact doesn’t just hinge on stellar campaigns and compelling missions. It's also about precision in reaching the right audience — those genuinely aligned with your cause and able to contribute. Amid the transformative power of technology, particularly AI and machine learning (ML), lies an often under-emphasized strategy: knowing who not to target.
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How to Launch (Or Re-Launch) a Brand
Leading Edge October 3, 2024A brand's (re)launch is a down payment on future growth. It’s the fuel that keeps a business thriving, engaging customers and building relevance. That’s why companies often incubate launch efforts – whether for new products, services or corporate rebranding – for years, investing heavily in their debut.
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The Future of Digital Advertising: Flourishing with First Party Solutions
Leading Edge October 2, 2024What’s next when it comes to the use of third-party data? While there is still much uncertainty for the future of third-party cookies, long the backbone of online tracking and targeting, this update is forcing a radical rethinking of data strategies.
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From Click to Brick: Bridging Digital and Physical Shopping Journeys
Leading Edge October 1, 2024Attribution is at a critical juncture. So, what new innovations and solutions are available to help you keep up and achieve your goals? Consider the power of trusted location intelligence, fueled by AI. New developments in the space are unlocking untapped opportunities for marketers, providing rich insights into the customer journey from exposure to visits to purchase.
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Developing a Sales Mindset
Leading Edge September 25, 2024One group that we, as an industry, have had problems with over the years is sales. We have heard sales staff say that insights do “fluff,” “touchy-feely,” and “numbers” that don’t help them sell anything. Salespeople don’t mess around. If you aren’t helping them sell, then you aren’t helping them.
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AI for Marketing Strategy: Unleashing Creativity and Efficiency
Pulse September 10, 2024In today's fast-paced marketing landscape, artificial intelligence (AI) is no longer just a buzzword — it's a powerful tool that can revolutionize your marketing strategies. Many marketers only utilize AI for more downstream marketing work like content creation and data analysis. While this can and should be used for this work, there are numerous opportunities further upstream that marketers are not utilizing AI to its fullest.
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Podcast Tips & Tricks for International Podcast Day
Pulse September 2, 2024September 30th, for the uninitiated, is International Podcast Day; this gives us a moment to focus on the growing media of podcasts and the technologies surrounding them. It can also be an occasion to deepen our familiarity with the craft of podcasts. For those new to this budding media form, the ANA, with its Knowledge Partner Libsyn, offers a sequence of instructional videos on all its many facets — from the gear you’ll need to the editing process to marketing and monetizing your production.
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Navigating the EU AI Act: A Guide for Marketers and Privacy Professionals
Leading Edge September 2, 2024The European Union (EU), much as it did with GDPR six years ago, is about to lead the way and set a new global standard with the EU AI Act. This landmark legislation is designed to ensure consumer protection and transparency in AI systems, making it essential for marketers and privacy professionals to understand and prepare for its implications.
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AI Isn’t only for Optimizing Creative – Turn to AI for Audience Targeting
Leading Edge August 28, 2024Since ChatGPT launched in November 2022, marketers and agencies have been using it and other artificial intelligence (AI) technology solutions to improve ad creative. Whether for brainstorming or copywriting, many initial AI use cases have revolved around the creative side of the advertising industry.
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The Addressability Solutions That Will Dominate the New Digital Reality
Leading Edge August 15, 2024Ever since Google announced its intention to deprecate third-party cookies in Chrome way back in 2020, the digital advertising ecosystem has been in obsessive pursuit of new identity solutions. Now, even though Google has abandoned its plans, industry initiatives launched in recent years will continue to transform the landscape.
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4 Tips for Navigating Successful Influencer Partnerships
Leading Edge August 5, 2024When strategizing and ideating on campaigns, it’s important to prioritize serving your audience effectively. What are the pain-points your brand and/or products are trying to address and alleviate? Taking this human approach is an integral step in marketing more inclusively and compassionately. Below are campaigns that successfully consider their audiences authentically and inclusively.
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