Marketing 101
Explore diverse content on the fundamentals of our craft.
What's New
In-House Agencies
How can my brand bring media or creative in-house?
More Human than Human: Brand Characters and Mascots
How effective are brand characters and mascots in ads?
Digital Accessibility
How can brands make their websites and digital content more accessible?
Marketing to Asian Americans
How can my brand authentically connect with the AAPI community?
A Brand Revamp for Schwab
Learn how Schwab earned quick “street cred” among traders and proved that they were committed to providing the same — or better — technology, innovation, support, and education that they’d come to rely on from Ameritrade.
The 7-Eleven X Pac-Man Collaboration
7-Eleven leveraged the key insight of gen Z's longing for nostalgia to create a campaign that would appeal to both gamers and non-gamers alike. The company looked to its classic partnership from the 1980’s and the iconic Pac-Man gameplay and let the retro design influence the campaign creative – all while staying true to the 7-Eleven brand.
Empowering Girls through Sports
Basketball is more than a game. It helps shape communities and inspires change, both on and off the court. DICK'S Sporting Goods and Nike recognized the challenges young female basketball players face in sport and partnered to build a program that would empower the next generation of girl ballers.
Eight Things You Didn’t Know About Retail Media
During a session at a May 2024 meeting of the ANA’s Commerce Marketing Committee, consultant and analyst Andrew Lipsman shared eight facts that illuminate what makes retail media so valuable and how to capitalize on it, as well as the challenges that still dog the channel.
A 21-Step Process to Streamline In-House Work
During a session held at the ANA’s 2024 In-House Agency Conference, Securian Financial described the 21-step process its in-house agency has developed to streamline the process of responding to business partners’ requests.
10 Tips to Help Nonprofits Become More Nimble Fundraisers and Marketers
During a session held at a May 2024 meeting of the ANA’s Nonprofit Organization Committee, audience members received recommendations on the use of technology and audience targeting (among other topics) from Jeffery Owens, territorial director of marketing at The Salvation Army USA, Western Territory.
Mapping the Multi-ID Landscape: A Glossary
In this comprehensive glossary, Adstra proposes a fresh approach to mapping the advertising value chain.
The Sound of Brand-building: How to Leverage Audio Advertising
System1’s Andrew Tindall shares five key best practices for effectively leveraging audio advertising.
AI in B2B Marketing Report: Lessons from the Frontline
Realm B2B’s latest report is an in-depth look into how AI is reshaping the B2B marketing landscape, highlighting the transformative role AI is now having across various marketing functions.
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.
Content Marketing Playbook
Use this step-by-step playbook and set of 34 premium tools and templates to create a comprehensive content marketing plan.
Shopper Marketing Playbook
Follow this simple, step-by-step playbook to develop and implement a shopper marketing strategy that increases sales, builds shopper insights, and grows brand awareness.
Firing Your Agency Quick Win Package
ANA's Firing Your Agency Quick Win package includes a high-level cheat sheet and a comprehensive, customizable checklist to guide you through every step of the way when parting with your agency — assessment, communication, offboarding, and transition.
Cracking the Innovation Code, with Tony Ulwick of Strategyn
Innovation doesn’t have to be a mystery. In reality, it’s a process like any other, grounded in concrete, repeatable steps that just about anyone can learn, and ultimately perfect. Today’s guest, Tony Ulwick, CEO and founder of Strategyn, shows us how.
Dr. Bronner’s: A Purpose Brand Like No Other
Gero Leson, VP of special operations at Dr. Bronner's, is a pioneer in the movement to socially just and environmentally responsible supply chains. He joined Ken Beaulieu, host of the Beyond Profit Podcast, to discuss the company once described as a for-profit with the DNA of a nonprofit.
Why Meaning Matters
In this episode of Beyond Profit, host Ken Beaulieu talks with Ujwal Arkalgud, about why brands should understand the language they use in storytelling, the role meaning plays in driving brand purpose, two trends we should keep an eye on, and more.
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.
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.