Search Marketing Knowledge Center

Why the New Longevity Should Matter to Your Brand

Event Recaps October 29, 2024

Michael Clinton, CEO and founder at ROAR Forward, discussed how to authentically market to people aged 50 and older.

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Editor Highlights: B2B, SEO, and Loyalty Programs

Pulse October 25, 2024

Do you feel like it’s a challenge to keep up with the latest trends, best practices, and marketing strategies? You aren’t alone. Bimonthly, ANA’s Pulse will highlight content within ANA’s resources hub, from Industry Insights, Knowledge Partner contributions, ANA Magazine, case studies, Marketing 101, Tools and Playbooks, and more. This way, the hard work of finding actionable insights, marketing trends, and helpful guides is done for you.

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#NoSabo Kids: A Latino Gen Z Movement 200 Years in the Making

Leading Edge October 17, 2024

In recent years, a curious trend has gained momentum among Hispanic gen Zers: the #NoSabo Kid movement. It has manifested primarily on social media platforms, namely TikTok and Instagram — and it has gained the attention of mainstream news outlets nationwide.

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Marketing to Older Generations

Pulse October 17, 2024

With all the marketing focus trained on millennials and members of generation Z, one might think that baby boomers and older people had vanished entirely — or had at least become an irrelevant demographic for marketers. This cohort, however, remains a sizable one, with needs that organizations can meet in mutually beneficial relationships.

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Marketing to Baby Boomers and Older Adults

ASK Answers October 17, 2024

How can my brand connect with baby boomers?

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Driving Business Growth Through Gender Equality in Marketing

Event Recaps October 15, 2024

The Gender Equality Measure (GEM®) has emerged as a groundbreaking research methodology that quantifies gender bias in advertising and media programming, highlighting its role in driving business growth through more accurate representation.

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GEM® Lift: Turbocharging Sales Through Gender Equality Advertising Strategies

Event Recaps October 15, 2024

SeeHer shared a comprehensive analysis of how gender-equitable advertising drives business growth across diverse consumer segments, with particular emphasis on generational, racial, and ethnic impacts on sales performance.

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How Dove Battled Toxic Beauty Standards with a Game of "Truth or Dare"

Behind the Campaign October 10, 2024

Find out how Dove reimagined the classic game of “Truth or Dare,” turning it into a platform that helped parents and their kids have important conversations about beauty standards and toxic social media.

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From Mall Staple to Global Brand: The Transformation of Claire’s

Event Recaps October 10, 2024

Claire's, the beloved 60-year-old mall retailer, reinvented itself for the digital age. This presentation delved into how Claire's has evolved its brand strategy, embraced omnichannel retail, and connected with younger audiences like gen Z and gen Alpha.

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Inclusive Marketing Excellence: Award-Winning Case Studies

Research Reports October 9, 2024

This case study book provides a tool to help ANA members understand how to drive growth in a number of diverse category segments. It draws from the top work in the Multicultural Excellence, REGGIE, In-House Excellence, and B2 Awards.

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What is Social SEO? 10 Ways to Optimize for Social Search

Knowledge Partners October 8, 2024

This article explores the concept of social SEO, explaining its importance in modern digital marketing and providing ten practical strategies for optimizing social media profiles and content to improve brand visibility and engagement on platforms increasingly used as search engines.

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How America Snacks

Knowledge Partners October 8, 2024

Whether it’s crunchy chips, creamy yogurt, or a protein-packed bar, research shows that while consumers crave snacks that are indulgent and flavorful, they also want to make healthier choices. At the end of the day, the most successful snack brands are those that both taste great ad consumers feel good about eating.

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Libation Exploration: Guiding Consumers Toward New and Emerging Brands

Knowledge Partners October 8, 2024

It’s important to note that while generation z claims to consume the least alcohol, they are the most likely of any generation to try new brands. Inspira is targeting generation Z through the most popular channels of discovery: word-of-mouth recommendations and in store promotions.

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Equity Tastemakers: Gen Z and the Future of Inclusive Marketing

Knowledge Partners October 7, 2024

PACO collective shares a detailed report that combines both quantitative and qualitative methodologies to shed light on generation Z’s attitudes toward diversity and the related responsibilities of brands.

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Women's Sports Could Be a Net Win for Marketers

Trends and Technology October 4, 2024

Brand advertisers are scrambling to partner with the expanding number of women's sports leagues, including the WNBA, the Professional Women's Hockey League, and the National Women's Soccer League. The field presents growing opportunities for marketers, what with women's elite sports expected to generate more than $1 billion in revenue for the first time in 2024, a 300 percent spike from 2021.

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Marketing and Gender Equality

ASK Answers October 4, 2024

How can brands level up their portrayals of women to ensure gender equality?

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Building a Multicultural Fan Base

Pulse October 2, 2024

Kim Davis is Senior Executive Vice President of Social Impact, Growth Initiatives & Legislative Affairs and Jennifer Ekeleme is Vice President of Multicultural Engagement and Integration at the National Hockey League (NHL). They will be speakers at the ANA Multicultural Marketing & Diversity Conference, November 18-20 in Las Vegas. ANA Director of Multicultural and Diversity Initiatives Karim Amadeo recently sat down with Kim and Jennifer for a pre-conference interview in which they discussed their inclusion strategies for building a multicultural fan base in traditional sports.

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#WomenKnowHow: How In-House Agencies Can Authentically Portray Women in Advertising

Event Recaps October 1, 2024

In 2023, CARE built off this insight with its #WomenKnowHow Campaign, utilizing its in-house marketing department to build a 360-degree campaign, creating a flagship video, social media campaign, and celebrity engagement strategy, backed by corporate partner support to leverage national impact that reached millions of people.

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Magnum Redefines Ice Cream Luxury for Gen Z

Smarties Awards September 30, 2024

Unilever's Magnum ice cream brand transformed its annual Cannes Film Festival event into a generation Z-focused, multi-channel campaign, significantly boosting brand awareness, engagement, and sales.

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