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 16

A Brand New World: Marketing Post-COVID-19

April 2020

By Josch Chodakowsky, Research Manager at Ask the Expert
By Josch Chodakowsky, Research Manager at Ask the Expert
The COVID-19 pandemic has ushered in an unprecedented era of change across all of humanity, from economies, governments, consumers, and businesses, to, of course, marketing and branding. While we cannot predict the state of the advertising industry once the pandemic has passed, we do know that it will be immensely changed. The resources below speculate on what preparatory measures and foresight can be taken as of today to prepare brands for an era of marketing post-COVID-19.
COVID-19 and the polices aimed at controlling it have changed how we work and what we consume. History shows that such changes are not always temporary—crises can fundamentally reshape beliefs and behaviors. How, then, can companies prepare for a post-crisis world? This piece considers how attitudes and behaviors are shaped by deep societal crises. Major disruptions can cause fundamental shifts in social attitudes and beliefs, which pave the way for new policies, ways of working, and consumer needs and behaviors, some of which persist in the long run.
Forbes examines how brands can reset marketing campaigns to help ensure they will contribute positive cash flow again in the future, from a reset to budgets, ad campaigns, shifting agency expectations, and considering new target markets. The sooner current marketing efforts are audited and reset, the less time and resources will be wasted. Forbes also shares the questions brands should be asking to prepare Post-Crisis Marketing Plans.
Generally, ads that do not perform well today are self-conscious and product- and message-driven, while those that are more successful feature human connection and have a clear sense of time and place. The impact of coronavirus across our society is difficult to predict, but in advertising it presents an opportunity to change course and rediscover human instincts. This piece evaluates the type of advertising that will resonate most as people re-evaluate their priorities during tough times.
When everything seems to be in flux, it’s useful to look at trends that are already “out there.” Which behaviors are early adopters and pioneer brands embracing? Which trends looked years away from the mainstream (and so were easy to ignore), but now feel primed to become totally normal in a matter of months, if not weeks? This piece analyzes 10 emerging consumer trends that offer powerful early signals of what people will value and what their priorities in a post-coronavirus world will be.
What happens to brands after the smoke clears and people emerge bleary-eyed from self-quarantine? The coronavirus pandemic has already left a mark on society, and in the coming years, it’s likely to be a pivot point in the way commerce works. While it’s still too early to say what the resulting shakeup is going to look like, AdRoll assembled its best guesses at the top trends that will shape brands in a post-coronavirus world.
For more resources on marketing during the coronavirus, see the ANA’s Business of Marketing in the Covid-19 Age.
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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