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 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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