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 5

C&C Retail Factory: Inside Click & Collect Retail Tactics

May 2019

There have been a number of innovations in online retailing – free shipping, sponsored auction listings, exclusive membership privileges, bundling, etc. – but because of this, traditional retailers have suffered a hemorrhage of store closings, bankruptcies, and decreased sales (despite increasing omnichannel tactics). Hope remains on the horizon, however, as many retails are now adopting a new tactic – the Buy Online and Pickup In-Store (BOPIS/BOPUS/BOSS/BORIS…) method, AKA Click and Collect. Read on to see how retailers are using it, and how marketers can adopt this innovation.
The option to buy online and pick up purchases in store has stopped being a nice-if-you-have-time-for-it frill and become all but a competitive necessity. 27% of consumers who visited a store during 2018’s Black Friday weekend were there to pick up a purchase already made online. Almost two-thirds of BOPIS customers — 64% — made one or more additional purchases while they were in the store.
In 2018, locations offering, “buy online, pick up in-store” nearly doubled. Walmart, Target, Kroger, Ahold, and Albertsons all brought their collective number of click-and-collect locations from 2,451 to 5,800. In-store and curbside pickup has filled a key need for flexible fulfillment: consumers are always looking to save time. However, they may feel more comfortable picking up items in person, whether for security or because they need that order today.
The emergence of buying online and picking up in store, as well as in-store returns for online purchases, is driving shopping expectations. Practical Ecommerce put together key factors for retailers looking to implementing BOPIS.
This discusses a study that evaluated shopping experiences from beginning-to-end across 10 of the largest retailers. It looked at BOPIS through the lens of customer experience, and from these omnichannel journeys shared key learnings.
Nearly 67% of shoppers in the U.S. have used BOPIS in the past six months and 10% of all sales will be fulfilled by Click and Collect by 2025. Check out this infographic to learn more about the evolution of BOPIS and the latest statistics and trends.
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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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