PULSE

Pulse pulls together the freshest articles, research, and insights on hot topics in the marketing industry. Curated and vetted by an ANA researcher, each issue includes only the most current and credible information available.

ISSUES

July 2019

Big Data revolutionized marketing with the sheer volume of consumer insights that could be gleaned from massive data sets. For years this has aided marketers in their targeting and campaign design. While big data works fantastically on large consumer groups and demographics, it lacks the ability to understand and then target the individual with personalized information more reflective of the actual buyer. Enter small data, which takes the giant store of data collected and makes it easier to analyze, act upon, and uncover consumer trends. The resources here discuss how to successfully use small data, both on its own and in concert with big data.

June 2019

Others motivating consumers to buy products is far from a new concept: from family and friends, celebrities, mascots, ambassadors, and spokespeople, all have contributed to the success of product sales and awareness. With the ubiquity of social media, “influencers” have become the nom du jour for these groups. For years, celebrities and users with millions of followers (macro-influencers) have held court; however, a saturation point has arrived to make way for a new class: micro-influencers, who have a smaller group of followers but a more loyal pre-existing fan base to share. Read on to see how micro-influencers are changing social marketing and how you can use them.

May 2019

There have been a number of innovations in online retailing – free shipping, sponsored auction listings, exclusive membership privileges, bundling, etc. – but because of this, traditional retailers have suffered a hemorrhage of store closings, bankruptcies, and decreased sales (despite increasing omnichannel tactics). Hope remains on the horizon, however, as many retails are now adopting a new tactic – the Buy Online and Pickup In-Store (BOPIS/BOPUS/BOSS/BORIS…) method, AKA Click and Collect. Read on to see how retailers are using it, and how marketers can adopt this innovation.

April 2019

Wearables have come and gone like offbeat inventions in a sci-fi movie, never quite grabbing a firm hold in consumer’s minds. However, with the explosion of Fitbit trackers, the Apple Watch, and voice assistants like Siri, the promise of integrating clothing and accessories is no longer the stuff of fantasy. This month’s Pulse looks at the future of wearable devices.

Issue 3
March 2019

Direct-to-Consumer brands and marketing has existed for years, but as whispers rather than shouts; now they are fully disrupting not only ecommerce markets but also brick- and -mortar as they move into physical realms. What are the best ways to approach marketing a D2C product? As a "legacy" brand, how does one survive amidst the disruption? The pieces here offer some perspectives.

February 2019
Over-the-top (or OTT) media services are those that bypass traditional television to deliver content. OTT leaders include Netflix, Hulu, Amazon, and YouTube (amongst other smaller players), and later this year, media giants such as Disney and Viacom. Navigating this unfamiliar terrain can cause marketers to shirk from the field and stick to what they know, possibly missing the opportunity to succeed in what will certainly grow to not replace but exist aside television. Read on to discover the OTT ecosystem, how consumers feel about it, how it can exist effectively aside pre-existing TV ad plans, and more.
The way consumers shop – and retailers sell – are rapidly changing as new technological advancements allow for greater flexibility and reach. In the past, these have taken the form of beacons, QR codes, mobile wallets, etc. Now tech like augmented reality, virtual reality, and hyper-specific targeting are leading the pack, providing an increasingly seamless shopping experience between retailers and consumers.

PULSE

Pulse pulls together the freshest articles, research, and insights on hot topics in the marketing industry. Curated and vetted by an ANA researcher, each issue includes only the most current and credible information available.

ISSUES

Issue 7

July 2019

Big Data revolutionized marketing with the sheer volume of consumer insights that could be gleaned from massive data sets. For years this has aided marketers in their targeting and campaign design. While big data works fantastically on large consumer groups and demographics, it lacks the ability to understand and then target the individual with personalized information more reflective of the actual buyer. Enter small data, which takes the giant store of data collected and makes it easier to analyze, act upon, and uncover consumer trends. The resources here discuss how to successfully use small data, both on its own and in concert with big data.

Others motivating consumers to buy products is far from a new concept: from family and friends, celebrities, mascots, ambassadors, and spokespeople, all have contributed to the success of product sales and awareness. With the ubiquity of social media, “influencers” have become the nom du jour for these groups. For years, celebrities and users with millions of followers (macro-influencers) have held court; however, a saturation point has arrived to make way for a new class: micro-influencers, who have a smaller group of followers but a more loyal pre-existing fan base to share. Read on to see how micro-influencers are changing social marketing and how you can use them.

There have been a number of innovations in online retailing – free shipping, sponsored auction listings, exclusive membership privileges, bundling, etc. – but because of this, traditional retailers have suffered a hemorrhage of store closings, bankruptcies, and decreased sales (despite increasing omnichannel tactics). Hope remains on the horizon, however, as many retails are now adopting a new tactic – the Buy Online and Pickup In-Store (BOPIS/BOPUS/BOSS/BORIS…) method, AKA Click and Collect. Read on to see how retailers are using it, and how marketers can adopt this innovation.

Wearables have come and gone like offbeat inventions in a sci-fi movie, never quite grabbing a firm hold in consumer’s minds. However, with the explosion of Fitbit trackers, the Apple Watch, and voice assistants like Siri, the promise of integrating clothing and accessories is no longer the stuff of fantasy. This month’s Pulse looks at the future of wearable devices.

Issue 3

March 2019

Direct-to-Consumer brands and marketing has existed for years, but as whispers rather than shouts; now they are fully disrupting not only ecommerce markets but also brick- and -mortar as they move into physical realms. What are the best ways to approach marketing a D2C product? As a "legacy" brand, how does one survive amidst the disruption?

Over-the-top (or OTT) media services are those that bypass traditional television to deliver content. Ott leaders include Netflix, Hulu, Amazon, and YouTube (amongst other smaller players), and later this year, media giants such as Disney and Viacom. Navigating this unfamiliar terrain can cause marketers to shirk from the field and stick to what they know, possibly missing the opportunity to succeed in what will certainly grow to not replace but exist aside television. Read on to discover the OTT ecosystem, how consumers feel about it, how it can exist effectively aside pre-existing TV ad plans, and more.

The way consumers shop – and retailers sell – are rapidly changing as new technological advancements allow for greater flexibility and reach. In the past, these have taken the form of beacons, QR codes, mobile wallets, etc. Now tech like augmented reality, virtual reality, and hyper-specific targeting are leading the pack, providing an increasingly seamless shopping experience between retailers and consumers.

Pulse serves as an extension of the ANA’s Ask the Expert Service. ANA members are invited to submit marketing questions to our team of researchers who will respond with curated reports outlining research, data, and expert perspectives.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (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.

 

Copyright © 2019 Association of National Advertisers-established in 1910

Contact

708 Third Avenue

New York, NY 10017

Phone: 212.697.5950

Email: marketingfutures@ana.net

 

marketingfutures.ana.net