27 Mar 2024
ANA Digital & Social Media Conference: Key Takeaways for Marketers
Jul 22, 2024
The ANA Digital & Social Media Conference is a premier event taking place in Los Angeles for marketing professionals to stay ahead of the curve on the latest trends and insights. This year’s conference focused on the evolving digital and social media landscape, with a particular emphasis on artificial intelligence (AI), connected TV (CTV), and social commerce.
Here are some of the key takeaways from the conference:
The Future is Now: Preparing for Change
Jennifer Brace, Ford Motor Company’s Chief Futurist, emphasized the importance of being prepared for the future. She advised attendees to balance provocation with plausibility when considering future trends and to use the STEEP principles (Social, Technological, Economic, Environmental, and Political) to track these trends.
Building Brand Love Through Partnerships
Katie A. Raymond, from HARMAN International (JBL), shared how partnering with Doja Cat and leaning into women’s sports has allowed JBL to connect with their audience and amplify unfiltered expression. She emphasized the importance of considering not only how many new customers a brand can attract, but also how many existing customers they can retain.
Customer Obsession: The Key to Domino’s Success
Christopher “CTM” Thomas-Moore, from Domino’s, highlighted the importance of customer obsession in driving brand success. Domino’s has consistently innovated to stay ahead of the curve, from the Domino’s tracker to autonomous delivery vehicles.
Evolving to Meet Customer Needs
Marcelo Kertesz, from MANSCAPED, discussed the company’s total rebrand and shift from a direct-to-consumer (D2C) model to mass retailers. He emphasized the importance of integrating brand marketing with performance marketing to create a holistic customer experience.
Taking Part in Culture: Engaging With Gen Z
Gabe Alonso, from El Pollo Loco, Inc., shared how the company is engaging with future consumers by taking part in culture and allowing influencers to authentically represent the brand.
The Power of Testing in Retail
Tiffany Menendez, from Fabletics, discussed how the company has shifted from focusing on user-generated content (UGC) to retail stores and constantly testing new creative initiatives.
Data-Driven Storytelling: The Marriage of Art and Science
Amy Hu, from New York Life Insurance Company, spoke about the importance of data-driven storytelling in marketing. She emphasized the flexibility to test and iterate with high-production creatives, different audiences, and new strategies, always keeping the customer in mind.
Innovation and Differentiation in Performance Media
Joshua Palau, from Pfizer, stressed the need for innovation and differentiation with partners to navigate the future of performance media. He highlighted how his role at Pfizer allows the team to find new and exciting ways to learn by testing different strategies.
The Rise of Digital Channels and Data-Driven Marketing
Anna Johnson, from Molson Coors Beverage Company, highlighted the shift to digital channels and the power of data-driven marketing in a post-cookie world. Shifting to more 1st party data, MCBC has a wide portfolio of data to build unique creatives for each audience.
Meeting User Needs: The Babylist Journey
Elizabeth Primm, from Babylist, shared the company’s journey to success by focusing on user needs and creating authentic content that connects with their audience. By putting the customer first, Babylist has tackled the 1,750 decisions made during a new parent’s journey.
The ANA Digital & Social Media Conference provided valuable insights for marketers of all levels. By staying up-to-date on the latest trends and embracing new technologies such as Alison.ai, marketers can ensure that their brands are well-positioned for success in the ever-evolving digital landscape.
To discover how Alison.ai can help you navigate these changes in the industry and elevate your marketing strategy through data-driven and AI-generated creatives, reach out to us today.