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 25

Marketing 2021: Trends and Predictions for the New Year

January 2021

By Josch Chodakowsky, Senior Manager, Research & Innovation at Ask the Expert
By Josch Chodakowsky, Research Manager at Ask the Expert
Now that 2020 has officially come to a close, marketers are hoping to move beyond the necessary survival mode tactics that challenged the world in the past year. Looking to the future is no easy task, however – despite the arrival of a new year, the lingering effects of 2020 will need to be taken into account as brands pivot to new strategies and tactics. Though planning for post-COVID-19 marketing has begun, the actual pandemic hasn’t ceased, and a continuing focus on digital will be necessary both now and later in the year. Likewise, the social justice and awareness initiatives that arose as direct responses to the unrest in 2020 must now become part and parcel of every successful marketer’s overall branding. The resources collected in this issue of Pulse share where marketers should focus their energies and advise how they can continue to adapt to the world’s present challenges.
2021 will continue to see ripple effects from the pandemic and, even when it’s over, consumer behavior will never go back entirely to the way it was before. This has profound implications for brands and marketers in 2021. On top of that, technology and regulatory changes will require preparation. Business 2 Community asked marketing experts how they plan to tackle 2021, and they zeroed in on 18 topics. Their list provides insights into many strategies you’ve already heard of, including SEO, customer retention, e-commerce, and video and influencer marketing. It also includes new strategies related to cookie-less advertising and privacy changes, as well as new approaches to help you cater to the new COVID-weary and social change-conscious consumer of 2021. No matter the strategy, the idea is the same: to market personally and value your customers, but also efficiently so you can save time, scale-up, and keep running your day-to-day.
Even as vaccine developments provide a clearer timeline for a pandemic recovery, 2021 is set to be another volatile year for marketers. If anything, the digital ecosystem is primed for a bigger shakeup as Apple's controversial tracking changes go into effect, multiple Big Tech antitrust suits take shape, and Google formally starts to sunset third-party cookies. On the consumer end, marketers must contend with a fractious public that remains sour over the thorniest presidential race in modern memory. CMOs, put through a ringer of a year marked by a brutal health crisis and mass protests for racial justice, will need to balance purpose-minded tendencies with intensified mandates around areas like data and commerce — all on shorter timelines than in the past. Marketing Dive broke down eight trends that will reshape the industry in 2021 as the aftereffects of an unprecedented year cast a long shadow.
2020 was unpredictable, to say the least. That meant that while some of the trends which were predicted pre-pandemic did end up coming to light, others didn’t emerge at all, with various forced adaptations reshaping elements of the marketing landscape. Most notably, e-commerce sales went through the roof, people spent a lot more time on social media, and video conferencing became the norm. This has led to a major shift in the way brands connect with their consumers. Social Media Today looked at the key digital marketing trends that will continue to permeate in 2021, and explored 10 trends for 2021 in the following infographic:
From the crumbling of the cookie to the rise of product marketing, this year will bring both challenge and opportunity for marketers. As 2021 dawns, one thing is certain: the world looks very different to how it did one year ago. COVID-19 triggered rapid digital transformation, radical shifts in work patterns, and economic turbulence. B2B Marketing Zone collected some of the key trends they see shaping the months ahead, as marketing moves forward to greet the changes. They described what to expect from these trends, and how to take advantage of them successfully.
2020 has been a tough year for the world, and for retail in particular. Physical stores were closed and the disruption of supply chains slowed deliveries. However, innovation didn’t stop evolving. If anything, 2020 has also proved a decisive year, transforming the landscape of retail and marketing toward relationship commerce, improved seamlessness, and local retail. This article explored the key drivers of this transformation as well as how they will shape retail and marketing for years to come. It discovered that:
  • E-commerce is getting obsolete as the lines between online and offline get blurrier.
  • Biometrics is gaining ground as an independent payment option.
  • Humans are natural at speaking, as opposed to typing. And in a ‘back to basics’ scenario, voice proves to be the future of search.
  • Brands can no longer afford to be neutral about social issues, not as long as they seek loyalty, authenticity from customers.
  • The growing trend of subscription retail serves both ends well: sellers can optimize their supply chains, and buyers can enjoy a better shopping experience.
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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