TRENDS
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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QR Codes are an extension of the barcode, and were first introduced as a way for manufacturers to scan larger amounts of data quickly. By 2011, retailers and tradeshows were able to take advantage of smartphone technology to utilize QR codes in their inventories, badging, and check-ins — and slowly there emerged consumer usage in the form of online offers.
The process, however, was clunky and involved third-party app software to get QR Codes to work. Fast forward to 2020, when the COVID-19 pandemic raged, and the need for contactless interaction became paramount. It was during this time that QR Code technology could now exist on everything from packaging to OOH signage, and with a simple hover of a smartphone’s camera send consumers to microsites, check-in pages, and offers.
This has allowed marketers to take advantage of QR Codes in ways previously unthought of; however, like most technologies, there are privacy and safety issues to be aware of — and the current speed and ease of QR Code usage means large untapped potential for marketers in the future as well. Read on to see how marketers are using them and addressing issues with QR Codes.
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.
TRENDS
WHAT'S NEXT
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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
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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
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.
TRENDS
WHAT'S NEXT
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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.
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.
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.
CREATIVE INNOVATION
CREATIVE INNOVATION
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
