A Personalized Future, with Mike Barclay of MoEngage

Personalization in marketing is nothing new; since the dawn of the internet, brands have been able to customize messaging to specific groups or even individuals. However, we haven’t always used this engagement superpower for good. Many brands have been guilty of getting a little too personal and creeping out their customers in the process. But today’s guest says there’s a bright future for personalization as a cornerstone to modern marketing. Mike Barclay of MoEngage joined the pod to discuss the highs and lows of personalization, and what brands born before the dawn of the internet can do to get in on the personalization game.

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Marketers in the Metaverse of Madness: VR, Crypto, Communities, Gaming, Ecommerce, and More Converge

Media channels, and the ways in which marketers have used them, have always evolved. Marketers can access consumers where they are in more and more places online presently – from social media, gaming, online communities, and simple ecommerce transactions. The rapid development of virtual and augmented reality, however, has opened up a door beyond all of these: Consumers are now, via avatars (yes, just like the movie), experiencing entire virtual worlds that are also constantly developing. Marketers have an opportunity to incorporate all of the channels they were already reaching consumers at within these worlds, converging them all into one fully realized alternate reality – what’s now being called the “metaverse.” The resources collected here explore just what the metaverse entails, how brands can take advantage of them, and some examples of marketers who have already dipped their toe in these unchartered waters:

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Innovate. Accelerate. Grow. 

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.

WHAT'S NEXT

ANA Marketing Futures brings you a look at What’s Next from innovation leader VentureFuel. VentureFuel helps established brands tap into emerging technologies and breakthrough startups to drive transformational growth and provide disruption insurance. From their global network of over 500 VCs, investors and university labs and their work across top Fortune 500 companies, VentureFuel has consolidated major trends to watch, as well as identified top startups at the cutting edge of each trend.

PODCAST

The ANA Marketing Futures Podcast Series is a crossroads for marketers, entrepreneurs, innovators, and academia to discuss and debate the future of marketing, and business in general. Hosted by Michael Berberich, Senior Director of Marketing Futures, the Podcast Series looks to demystify emerging trends, share different perspectives on critical economic issues, and help marketers and business owners focus on what matters most: growing their brands.

Latest Episode

Alan Gravely

In 2020, upwards of 845,000 weddings were canceled due to COVID-19. However, many brave couples decided their love couldn't wait, even if their friends and families couldn't be there with them to celebrate. Jared the Galleria of Jewelry stepped up to help these of couples make their dreams come true with a seamless and personalized virtual wedding platform, complete with customizable invitations, streaming, and celebrity advice and officiants. Alan Gravely, VP of Marketing and eCommerce for Signet Jewelers, took us behind the scenes and explained how the platform and campaign came together within a matter of days.

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.
Latest Issue

Apple announced earlier this year that with the update to their operating system with iOS 14, consumers would have more control over the information that apps could track via the IDFA (we explored the effect this would have on marketers here). Now with the announcement of iOS 15, Apple is putting yet more control in the hands of consumers by extending privacy protection to email and other often-used services on all their devices.

 

These include "Hide My Email" and "Mail Privacy Protection", both of which limit how much data can be collected and tracked from email clicks and opens, especially targeting the swath of junk mail that comes in through an IP identification. This of course also affects marketers, who rely on this same data to serve personalized messaging to consumers. Rather than look at this as a hindrance to marketing efforts, however, brands can use this as an opportunity to increase trust among consumers, but also to rely on forming different types of relationships with them that still protect their privacy.

Innovate. Accelerate. Grow.

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.

WHAT'S NEXT

ANA Marketing Futures brings you a look at What’s Next from innovation leader VentureFuel. VentureFuel helps established brands tap into emerging technologies and breakthrough startups to drive transformational growth and provide disruption insurance. From their global network of over 500 VCs, investors and university labs and their work across top Fortune 500 companies, VentureFuel has consolidated major trends to watch, as well as identified top startups at the cutting edge of each trend.

 

PODCAST

The ANA Marketing Futures Podcast Series is a crossroads for marketers, entrepreneurs, innovators, and academia to discuss and debate the future of marketing, and business in general. Hosted by Michael Berberich, Senior Director of Marketing Futures, the Podcast Series looks to demystify emerging trends, share different perspectives on critical economic issues, and help marketers and business owners focus on what matters most: growing their brands.

In 2020, upwards of 845,000 weddings were canceled due to COVID-19. However, many brave couples decided their love couldn't wait, even if their friends and families couldn't be there with them to celebrate. Jared the Galleria of Jewelry stepped up to help these of couples make their dreams come true with a seamless and personalized virtual wedding platform, complete with customizable invitations, streaming, and celebrity advice and officiants. Alan Gravely, VP of Marketing and eCommerce for Signet Jewelers, took us behind the scenes and explained how the platform and campaign came together within a matter of days.

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.

Cartoon drawing of a man picking apples from a tree and giving them to a woman

Apple announced earlier this year that with the update to their operating system with iOS 14, consumers would have more control over the information that apps could track via the IDFA (we explored the effect this would have on marketers here). Now with the announcement of iOS 15, Apple is putting yet more control in the hands of consumers by extending privacy protection to email and other often-used services on all their devices.

 

These include "Hide My Email" and "Mail Privacy Protection", both of which limit how much data can be collected and tracked from email clicks and opens, especially targeting the swath of junk mail that comes in through an IP identification. This of course also affects marketers, who rely on this same data to serve personalized messaging to consumers. Rather than look at this as a hindrance to marketing efforts, however, brands can use this as an opportunity to increase trust among consumers, but also to rely on forming different types of relationships with them that still protect their privacy.

EVENTS

UPCOMING EVENTS

PAST EVENTS

January 17, 2019 / Brooklyn NY

CREATIVE INNOVATION

ANA Marketing Futures has partnered with AdForum to bring you the latest in innovative ads from around the globe! Ads are refreshed on a regular basis so be sure to check back often.

CREATIVE INNOVATION

ANA Marketing Futures has partnered with AdForum to bring you the latest in innovative ads from around the globe! Ads are refreshed on a regular basis so be sure to check back often.

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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Contact

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Phone: 212.697.5950

Email: marketingfutures@ana.net

 

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