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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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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