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DIGITAL TRANSFORMATION

DIGITAL TRANSFORMATION

Why Digital Transformation Now?

  • WHAT IS DIGITAL TRANSFORMATION?

  • WHY SHOULD MARKETERS CARE?

  • HOW CAN IT HELP YOUR BUSINESS?


Digital transformation is the change associated with the application of digital technology in all aspects of human society.

 

In the past decade, new industries have emerged (and old ones have crumbled) almost completely due to changes brought about by advancements in digital technology. For marketers, embracing digital transformation is no longer optional, it is vital for brands' survival and growth.


Digital transformation is a two-sided coin, and on the other side of digital disruption, there is digital opportunity. Marketers have the ability to understand their customers better than ever before, craft and tweak personalized creative quicker and more efficiently, and reach consumers in the ideal place, time, and context to drive engagement and ultimately, sales.

ANA Marketing Futures focuses on the innovations and trends that will shape the future of marketing to prepare brands for the challenges and opportunities that lie ahead. In the span of one decade, digital media has completely changed the way customers act, and as a result, the way brands do business. We spoke to marketers and experts across industries to get their opinion on marketing in a digital world.

Videos

Hear how marketing leaders are championing digital transformation and leading their organizations into a new age of consumer engagement.

Amy Pascal, VP of Marketing at LEGO, discusses creating a "digital curriculum" to bring her marketing department up to speed in a climate of digital transformation. 
Jane Benson, VP of Direct Marketing for The College Board, shared the brand's approach to investing in digital.
Kim Kitchings, SVP of consumer marketing at Cotton, Inc. talks navigating change in technology as well as consumer behavior.
Digital Transformation Expert Insight

Suzy Deering

CMO 

eBay

“Today, there’s no excuse; you need to know technology, you need to have a desire to understand data, you need to respect and understand the basics of digital and ensure you’re asking the right questions of your partners. It’s not about having the answers, it’s knowing the right questions to ask your team and your partners, in the company and out.” 

Digital Transformation Expert Insight

Suzy Deering

CMO 

eBay

“Today, there’s no excuse; you need to know technology, you need to have a desire to understand data, you need to respect and understand the basics of digital and ensure you’re asking the right questions of your partners. It’s not about having the answers, it’s knowing the right questions to ask your team and your partners, in the company and out.” 

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content 

Want to take a deeper dive into digital transformation? ANA Members have access to brand stories, case studies, and expert webinars you won’t find anywhere else.

Digital Disruption Facts, Figures, and Trends from eMarketer’s Geoff Ramsey

ANA/eMarketer. January 2018

Within the digital media industry, there is a clarion call for "quality" amid persistent issues of viewability, transparency, bots, ad fraud, and measurement and attribution issues. Meanwhile, consumers will continue to fragment their media choices across more devices and platforms, making it harder for marketers to keep up.

How The New York Times Is Becoming a Digital Consumer Subscription Brand

ANA. February 2018

The media industry and the news business in particular face steep challenges in the age of digital disruption. David Rubin, SVP of brand at The New York Times, explained how the company is making a transition from a legacy newspaper to a digital consumer subscription brand in response to the new media climate.

Four Things Brands Can Learn from the Digital Disruption of the Music Industry

ANA/Kantar Media. May 2018

This Future Perspective will discuss how digital has changed the music industry and then outline four critical lessons learned about how to succeed in a marketplace transformed by digital disruption. In particular, the experience of the music industry makes it clear that success in the future of consumption will require new business models, not just new products.

Be sure to visit our full digital transformation content library for more great resources!

Get ANA's Digital Transformation Report

Digital transformation is the change associated with the application of digital technology in all aspects of human society. In the span of one decade, digital media has completely changed the way customers act, and as a result, the way brands do business.

 

ANA Marketing Futures spoke to marketers and experts across industries to get their opinion on the value and viability of this emerging trend, and created a guide for to help brands master marketing in a digital world.

Download the full report today!

Download the full report today!

ANA Marketing Futures: Our Story

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the ANA tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business. 

About the ANA

The ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers and promoting and protecting the well-being of the marketing community. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA’s membership includes nearly 2,000 companies with 25,000 brands that engage almost 150,000 industry professionals and collectively spend or support more than $400 billion in marketing and advertising annually.

 

Learn more at ana.net

 

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