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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QR Codes: Are they Back for Real This Time?

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.

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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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