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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Pulse Issue 7

Honey, I Shrunk the Data

July 2019

Big Data revolutionized marketing with the sheer volume of consumer insights that could be gleaned from massive data sets. For years this has aided marketers in their targeting and campaign design. While big data works fantastically on large consumer groups and demographics, it lacks the ability to understand and then target the individual with personalized information more reflective of the actual buyer. Enter small data, which takes the giant store of data collected and makes it easier to analyze, act upon, and uncover consumer trends. The resources here discuss how to successfully use small data, both on its own and in concert with big data.
As we reach the point where most forward-looking businesses have “digitally transformed” and successfully used the vast amount of data to their advantage, the foundation is shaking. Interestingly enough, the main factors driving this change are the consumers providing much of the data, and the technology that has made use of it. This examines each of these elements, and the path forward for businesses to use data in the best way possible.
Marketers strive to design customer experiences that leave lasting impressions, drive conversions, and keep customers coming back for more. But do they rely too heavily on big data instead of honing in on the specific actions that drive customer engagements? A Forrester survey found that nearly a third of digital marketers rely completely on big data.
Big Data is created in untold ways – transactions, clicks, IoT devices, etc. Small Data is gathered through primary research. This paper from Vision Critical unpacks what each of these buzzwords means and outlines why it’s important to use both to really understand your customer.
Big Data is created in untold ways – transactions, clicks, IoT devices, etc. Small Data is gathered through primary research. This paper from Vision Critical unpacks what each of these buzzwords means and outlines why it’s important to use both to really understand your customer.
In the drive to harness data to scale and enhance customer relationships, companies are beginning to question whether the customer has been lost along the way. Instead of truly listening to the voice of the customer, respondents say they often face data paralysis and resort to making decisions based on assumptions. While there isn’t an easy solution, some believe it begins with making big data smaller.
This explores the potentials of small data, which holds a fortune that marketers may have overlooked. It looks at the things companies are not able to find to truly know what their consumers want or the little things they do — their culture, religious affiliations — on a small scale.
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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