The New Consumer Contract, with Erich Joachimsthaler of VIVALDI

Today’s guest is Erich Joachimsthaler, VIVALDI CEO and author of The Interaction Field (among others). Since his time at university, Erich has spent his career chasing the intangible value of a brand, far beyond sentimentality and logo recognition. In his latest book, Erich lays out the true intangible value brands can leverage — new digital business models that go beyond delivering great products and services. He shared why brands must enter into a new “Customer Contract” with consumers, one in which they work to solve problems faced by society, not the market.

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Light at the End of the Tunnel: How Dark Stores and Micro-Fulfillment Centers are Revolutionizing the Retail Supply Chain

As the well-worn proverb says, “necessity is the mother of invention,” the pandemic hit retail spaces particularly hard, pushing consumers to use ecommerce more as social and safety protocols increased. While there may be more stores open now, shoppers have found that the convenience and speed when ordering items online is invaluable even long after the protocols have gone.

To take advantage of this, retailers have turned parts or all of their spaces into “dark stores,” which act much the same way a warehouse or fulfillment center would. The opportunity then arises for retailers to not only leverage a wealth of direct consumer data from these types of transactions, but also provide greater personalization and localization services. This itself sets off a bevy of offers and angles from which to engage their customers.

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Pulse Issue 9

Clock's Ticking: Should Marketers Jump on TikTok's Hype Before it's Too Late?

September 2019

TikTok is the newest of hot video apps in the tradition of Vine and Snapchat before it. It originated in China before rebranding and making its way to the U.S. and the rest of the world, where it now can comfortably claim more than 500 million users. Most are young people and early adopters, begging the question: should brands already be on TikTok, utilizing it before it becomes saturated like Facebook and Instagram?
TikTok has experienced a meteoric rise in popularity since entering the U.S. market last year. It boasts 1.2 billion global installs and 500 million active users, surpassing Twitter, LinkedIn, and Snapchat. TikTok’s ability to capture the attention of Gen-Z—the biggest consumer cohort globally—has made it the world’s most valuable startup ($75 billion). Here are seven things you need to know about the platform.
Why are people so obsessed with TikTok? And - most importantly - should marketers even care? This hopes to unravels some of the mystery behind TikTok and explains how marketers can leverage it now, or in the future. It also touches on a few brands that have already conquered the platform.
Several months after TikTok launched a beta of its ad offering, it remains an uncertain prospect for many, with its ad options and capacity still growing in western markets. Could TikTok be a viable platform for your social media marketing strategy? This provides an overview of the current ad options available and how they work.
This marketing guide suggests ways businesses can make the most of TikTok and its young audience. It beings with basics, including an overview of what and who uses it, and how brands can use it themselves. It then delves into hashtag challenges, the uses of user-generated content, how it compares to traditional influencer marketing, and how it can be used for advertising.
Brands, here’s your wake-up call: it’s time to monetize. TikTok’s advertising capabilities are still in the early stages, but they do have four formats available for brands that want to be first on the platform, and “Challenges” are all the rage. With a paid push-start, these challenges are generating hundreds of millions of organic views, and in some cases, triple-digit sales growth. YPulse found five brands that jumped on the platform early, and successfully engaged a demo that often evades advertisers.
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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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