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 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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