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 15

Hands Out of the Jar: Marketers Face a Cookie-Less Google

March 2020

By Josch Chodakowsky, Research Manager at Ask the Expert
By Josch Chodakowsky, Research Manager at Ask the Expert
Consumer privacy is at an ever-increasing pitch, and a plethora of ad blockers and similar apps have already handed consumers the power to control their online experiences, at least to a certain extent. GDPR, which requires websites to obtain consumer consent before tracking cookies, has further restricted marketers’ access to consumer data. The final blow came with the announcement that Google Chrome will eliminate third-party cookies completely by 2022 – something that other browsers have already done. While initially this jarring news left marketers wondering what to do next, it has also created new opportunities. The resources below discuss how marketers can adapt to a cookie-less diet.
New online-privacy rules and Google’s decision to end the use of cookies to target advertising could fuel even more interest by companies in partnering with influencers, because they preside over one of the biggest troves of direct audience information out there. Brands still want to know how their campaigns are doing, and want to make sure they’re connecting with the right audiences in compelling ways. That’s where influencer campaigns come in. The influencers themselves have access to the first-party data from their own followers, data they can legally share in aggregated, anonymized form for a specific campaign, with a specific brand. It can be a gold mine for smart companies. 
Loyalty programs existed long before personalization and one-to-one marketing bubbled up as buzzwords, but the emergence of fresh digital channels and evolving privacy regulations suggest they may become paramount to brands. Brands from Sephora to Red Lobster are revisiting their rewards strategies amid tighter ad-targeting restrictions and greater demands for data privacy.
Since Google said it would remove third-party cookies from its Chrome browser by 2022, advertisers have been in a bind: they need to find ways to replace the granular audience data they acquire from third-party cookies in order to continue to hit their monthly marketing targets. The predicament is prompting some advertisers to dust off old measurement techniques and increase their reliance on the platform companies that they have tried to keep at arm’s length — all in order to access more audience data.
Ad buyers aren’t thrilled about Google Chrome’s decision to phase out third-party cookies, but they’re thankful it’ll take about two years; Safari and Firefox didn’t extend such a courtesy. While some marketers and agencies see an opportunity to rebuild the digital advertising ecosystem off of a more secure infrastructure, others are anxious about losing their foundational tracking mechanism. This article presents four things the buy side is thinking about as they navigate through uncertain times.
Publishers and advertisers can benefit the most from Google doing away with third-party cookies — if they work it right. First-party data will be like gold within two years, when Google phases out third-party cookies on Chrome. “If entities with audiences are smart and willing to work together with their first-party data, they'll finally be able to mount a defense against the tri-opoly (Facebook, Google, and Amazon) and own their own destinies,” says Matt Keiser, founder and CEO of LiveIntent.
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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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