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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Pulse Issue 4

Hear, There, and Every Wear: Smart Apparel

April 2019

Wearables have come and gone like offbeat inventions in a sci-fi movie, never quite grabbing a firm hold in consumer’s minds. However, with the explosion of Fitbit trackers, the Apple Watch, and voice assistants like Siri, the promise of integrating clothing and accessories is no longer the stuff of fantasy. This month’s Pulse looks at the future of wearable devices.
CCS Insight forecasts global sales of smart wearable devices will grow strongly over the next five years. The global market will be worth nearly $30 billion by 2023. Smartwatches will continue their solid progress, as the “halo” effect of the Apple Watch shines on products from the likes of Fitbit, Fossil, Samsung, and Huawei. Greater adoption of smartwatches, smart hearables, and smart shoes will lead to sales of 260 million units in 2023, creating a market worth almost $30 billion.
The market for wearable technology is forecast to grow 15% to 198.5 million units in 2019. Yearly growth of about 9% means the market will expand to 279 million devices by the end of 2023. Smartwatches will grow their share of the entire wearables market to 47% by 2023 from 44% last year; Apple's WatchOS mobile operating system will power 28% of all smartwatches by 2023. Earwear, frequently called "hearables" or "ear-worn devices," will be the second-biggest category with a 31% share by 2023. Biometric sensors and virtual assistants will support the category's growth.
Advances in the area of nanotech have powered the development of smart clothing, which merges electronics with textiles. In the past, smart clothing was praised for its innovation, but rarely for its aesthetics. That’s starting to change, though, with new solutions in the field proving that high-tech clothing can be both innovative and aesthetically pleasing. However, factors such as high cost and lack of consumer awareness still create challenges for smart clothing manufacturers.
Although some wearables failed to deliver on early hype, the overall market continues to grow as new use cases emerge. One device that could take off is hearables. Headphones such as AirPods have been getting incrementally smarter over the past few years. As voice interfaces become more important and biometric sensors more prevalent, it makes a lot of sense for functions now embedded in phones to shift to smart headphones, aka hearables.
APIs, product developers, and mobile app engineers have made wearable devices seamless with our everyday lives. The data they collect is presented to help us be more productive, proactive, and in some cases, more healthy. B2C spoke with top-rated Upwork freelancer and iOS developer Scott Brower to hear about state of wearables and how they’re likely to evolve in 2019.
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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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