Content Marketing was Marketing Word of the Year in ANA 2015

Content marketing in all marketing areas, as well as consumer participation have become the most critical aspect of marketers’ efforts; and content, specifically quality content, is colossal to achieve marketer´s commitments. These were some of the arguments that the marketers consulted by the Association of National Advertisers (ANA) wielded when choosing Content Marketing as the 2015 Marketing word of the year, based on votes cast by 297 members. “The selection of content marketing as ANA Word of the Year wasn´t surprising, as we´ve seen lots of interest throughout the year in various ANA discussions and forums on the topic” says Bill Duggan, ANA Group EVP. “Members are realizing that ‘content’ provides the means for engagement and ‘marketing’ is required to drive awareness of content -so the resulting combination of ´content marketing´ is powerful.” This is the second consecutive year in which ANA interviews its members to identify the marketing word of the year. The members chose between 13 words: ad blocking, disruption, experential, fraud, mediapalooza, sharing economy and visualization, among others.