The Truth About Innovation, with IPG Media Lab

IPG Media Lab works with some of the world’s largest brands to drive innovation in media, marketing, and business models. As the dedicated innovation initiative of the UM family of agencies, they’ve worked with companies of all sizes, across numerous verticals. Chad Stoller and Adam Simon of IPG Media Lab discussed the types of conversations they have with marketers around innovation, gave us a behind-the-scenes look at how IPG Media stays innovative, and asked whether one can truly measure innovation success.

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SEO in 2021: To Keyword Clusters, and Beyond!

SEO was a lot simpler in a less-crowded marketplace; you could optimize by keyword for your product, industry, or customer demographics and watch your traffic grow. In 2021, however, not only is the online space left with little metaphorical keyword elbow room, but search engines have gotten smarter to keep up with consumer demand. People search more conversationally due to voice assistants like Alexa and Siri, and AI-powered chatbots learn more as they’re being searched, which also contributes to a natural semantic search style. If marketers want to make sure their SEO efforts are being noticed, there are several ways to do this, all of which embrace this more casual way of searching consumers are employing – “long-tail keywords,” those with fewer search results but a higher conversion rate; “keyword clusters,” which group product identifiers that can single out your brand; “natural language processing (or NLP)” which rely on qualifiers like “what” and “where” to make a search less-robotic, and the overall conversational style that voice search and chatbots have made more prominent as of late.

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Issue 1

What's In Store for Retailers in 2019?

January 2019
The way consumers shop – and retailers sell – are rapidly changing as new technological advancements allow for greater flexibility and reach. In the past, these have taken the form of beacons, QR codes, mobile wallets, etc. Now tech like augmented reality, virtual reality, and hyper-specific targeting are leading the pack, providing an increasingly seamless shopping experience between retailers and consumers. The resources below discuss some of these trends and what retail may look like in 2019. 

TRENDS / PREDICTIONS

Using their proprietary collected consumer data, Salesforce looks at some of the major retail trends that might play out in 2019.
If brands truly want to rise from the ashes of the retail apocalypse, they must stay laser-focused on adapting to the evolution of new technology and their customers' preferences. More specifically, they need to embrace change and prepare for the upcoming trends that will transform the industry in 2019.
This highlights key tactical trends that are reshaping consumer expectations in 2019 and beyond; they are trends you can use to fuel your next winning product, service, campaign, experience, platform, business model, and more.

AR / VR

Today’s leading retailers are finding they now have the capabilities to leverage the promise of virtual and augmented reality to deliver a vCommerce experience to customers. This discusses how companies are embedding virtual and augmented reality in retail.
You may not have heard of extended reality, which combines VR, AR MR and 360-degree video in one medium. However, is it the new customer experience? XR makes it possible to visualize what a different colored car might look like when viewing an actual car in a dealership, and that’s just the beginning.

EXAMPLES

MasterCard and Next Retail Concepts have collaborated to create a new online shopping experience that allows shoppers to navigate a 3D simulation of a physical store, rather than scrolling through product pages using traditional category tabs and filters. Purchases are completed within the same environment, which is intended to integrate seamlessly with a brand's existing e-commerce platform.
Amazon is reportedly working on adapting its Amazon Go automated store technology to larger-format stores; the most natural fit for an application of this expanded technology would be Amazon's own grocery-store chain, Whole Foods. This greatly expands the use of Amazon Go's "just-walk-out" technology and realizes a future that retail has been gradually inching toward for years now.
Are you an ANA member with a research request? Contact Ask the Expert to submit your question.

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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