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 23

Is It Live, or is it an Infomercial? The Potential for Livestreaming to Revolutionize Content and E-commerce

November 2020

By Josch Chodakowsky, Senior Manager, Research & Innovation at Ask the Expert
By Josch Chodakowsky, Research Manager at Ask the Expert
The COVID-19 pandemic and the quarantines that followed quickly changed the way brands could sell and show off their products, fostering a need for marketers to get inventive with their tactics. The online space also evolved during this time, becoming increasingly dominant and the perfect place to welcome creativity beyond banner ads, video, and social posts. Enter livestreaming, a tactic already well established by gamers and other communities as a way to connect with one another in real-time. What better way for marketers to connect with consumers with so many traditional methods inaccessible for the foreseeable future? Similar to a television informercial or home shopping network, livestreaming offers all of the benefits of those models but cuts out production costs and call-center middlemen. While brand livestreaming is mainly centered in Asia at the moment, there is a huge opportunity and an eager audience ready for marketers to connect with everywhere else. Read on for more information about the livestreaming trend, how to do it, and what other brands have done in this space.
Livestreaming may sound similar to what TV shopping was like in the 1980s; although with online livestreaming, retailers are spared heavy airtime and production costs, and instead can use existing social channels. While brands may initially feel vulnerable exposing themselves to a live audience, livestreaming makes the experience feel more natural and real to customers. Livestreaming for e-commerce can also help fill the social aspect that's missing in regular online shopping by increasing interaction between the customer and seller. This article investigates the trend further to explain how, and why, demand for live video streaming is growing exponentially, and how those who are new to the space can get on board.
Livestreaming hasn’t been with us for too long, but it’s quickly gaining traction and the attention of those who are on the lookout for new and innovative ways of delivering content. With the help of early adopters like Gary Vaynerchuk and other high-profile influencers, the industry is projected to skyrocket in the coming years, flipping the whole content production and consumption process on its head. Lifehack discusses the real power of livestreaming and its effectiveness.
For many companies, it’s hard to come up with alternatives to in-person events that are as effective for marketing. It’s tough to replace the human connection and excitement that naturally comes with meeting people in real life. Live video is quite possibly as close as you can get, and has proven to be a highly engaging and effective solution to scaling events, drumming up excitement, and delivering a message. This post from Sprout looks at four innovative ways brands have leveraged livesstreaming to replace in-person events.
Livestream shopping has proven to be an invaluable bridge across the gap between goods suppliers and consumers during the peak of lockdown caused by COVID-19. With content fronted by an influencer – often a celebrity – promoting a product, it might seem like the reinvention of the infomercial. However, livestream shopping is interactive: viewers can chat and click to buy. It’s creative, too, with more emphasis on entertainment, engagement, and celebrity value, and less on hard sell. It’s currently most established in Asia (almost a third of internet users in China have purchased goods via live broadcasts). Here We are Social analyzes those most effectively using livestream shopping in China to provide important lessons for brands considering using it elsewhere.
Earlier in 2020, Facebook revealed that at least 20 percent of videos posted to Facebook are livestreamed. And major media organizations like Joe.ie are investing heavily in video and livestream technology, building studios, and creating a catalogue of bespoke shows to target their buyer personas. If Facebook’s bet on live pays off, streaming will become a necessity for brands who want to compete in the digital area. This piece shares some tips to get you started.
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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