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.

> See all episodes
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.

> See all issues
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.


Copyright © 2021 Association of National Advertisers-established in 1910


10 Grand Central

155 E 44th Street

New York, NY 10017

Phone: 212.697.5950