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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Podcast Episode 21

"Share for Good" with Anheuser Busch and DAVID the Agency

August 2020

AVAILABLE ON:

Estrella Jalisco, an beer under the Anheuser-Busch family of brands, noticed that the autocomplete function when typing "Mexicans are" in the Facebook search bar revealed very negative results that did not reflect the truth about Mexican culture. The brand embarked on a mission to change the negative stereotypes through “Share for Good,” a next-generation content marketing campaign, partnering with Mexican artists, filmmakers, designers, and creators to unleash a tidal wave of positive, inspiring content about Mexican people and culture.

 

“Share for Good” is the Grand Prize recipient of the ANA Multicultural Award for Excellence in Hispanic advertising. This is the inaugural episode in partnership with the ANA Awards program, which celebrates great marketing and innovative thinking from the industry’s leading brands. For more information visit ANA Awards.

 

The ANA Marketing Futures Podcast is a crossroads for marketers, entrepreneurs, innovators, and academia to discuss and debate the future of marketing, and business in general. Hosted by Charles Cantu, Founder and CEO of RESET DIGITAL, the Marketing Futures podcast 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.

Podcast Episode 21

"Share for Good" with Anheuser Busch and DAVID the Agency

August 2020

 

AVAILABLE ON:

Estrella Jalisco, an beer under the Anheuser-Busch family of brands, noticed that the autocomplete function when typing "Mexicans are" in the Facebook search bar revealed very negative results that did not reflect the truth about Mexican culture. The brand embarked on a mission to change the negative stereotypes through “Share for Good,” a next-generation content marketing campaign, partnering with Mexican artists, filmmakers, designers, and creators to unleash a tidal wave of positive, inspiring content about Mexican people and culture.

 

“Share for Good” is the Grand Prize recipient of the ANA Multicultural Award for Excellence in Hispanic advertising. This is the inaugural episode in partnership with the ANA Awards program, which celebrates great marketing and innovative thinking from the industry’s leading brands. For more information visit ANA Awards.

 

The ANA Marketing Futures Podcast is a crossroads for marketers, entrepreneurs, innovators, and academia to discuss and debate the future of marketing, and business in general. Hosted by Charles Cantu, Founder and CEO of RESET DIGITAL, the Marketing Futures podcast 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.

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.

 

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Contact

10 Grand Central

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New York, NY 10017

Phone: 212.697.5950

Email: marketingfutures@ana.net

 

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