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 27

Is This Club Cool Enough for Marketers to Join? Looking at Clubhouse's Potential for Brands

March 2021

By Josch Chodakowsky, Senior Manager, Research & Innovation at Ask the Expert
By Josch Chodakowsky, Research Manager at Ask the Expert
The hottest current iPhone app is Clubhouse, an invite-only social network that allows users to drop into audio-only “rooms” that can connect them with friends, followers, or the general public. It doesn’t have a specific focus, so every topic under the sun can be found—which means that in its nascent state moderation will be more than necessary. Clubhouse offers an opportunity for users to learn from others and forge deeper, authentic connections that open up the possibility for brands and marketing experts to earn credibility and trust through candid conversations. It also reveals a greater trend of social audio communities first seeded by the Podcast boom, and likely an unintended consequence of Zoom meeting fatigue; audio allows users to relax and listen, rather than be in an “always on” presenting mode. Other larger names will be hopping on this trend (Twitter's Spaces is already one), but the cool kid in the room right now is Clubhouse, and the resources here explore the app’s ins and outs, growth, and viability for marketers and brands.
Until a few months ago, Clubhouse was a platform where big-name celebrities, company leaders, Silicon Valley investors, and some of the web's top global influencers could have uncensored audio group chats about their lives, hobbies, work, or industries. Now, as the invite-only Clubhouse continues to gain media coverage and a growing pool of non-celebrity users, you might be wondering, “What the heck is it? And, how do I get in on the action?” Here HubSpot explains where Clubhouse came from, what it actually is, and the pros and cons of using it in your marketing strategy.
Users have described the Clubhouse experience as a combination of networking opportunities, panel discussions, and live podcasts. If you're looking for hard, fast facts about Clubhouse, the Influencer Marketing Hub has pulled together information on Clubhouse users and revenue, as well as a few tips to help you make the most of your time on the platform.
Clubhouse is the latest trending social media platform. But is it all just hype, or can Clubhouse be the hottest new marketing channel for your business? So, what’s the buzz all about? In this report, Databox takes a closer look at Clubhouse’s origins, how to (and who can) download it, and whether or not it’ll be a viable channel for marketing strategies as time goes on. Databox also conducted a survey to get a feel for Clubhouse’s marketing viability, and some of the results include:
In this podcast eMarketer discussed the audio social network movement: the advantages, disadvantages, key players, and what marketers should consider. Tune in below to hear the discussion with eMarketer principal analysts Debra Aho Williamson and Jeremy Goldman, and forecasting analyst at Insider Intelligence Peter Vahle:
Clubhouse is the hot new social app of the moment, sparking buzzy chatter among social influencers and a raft of FOMO-inducing tweets of Clubhouse conversation highlights. The app has been praised for its simplicity, and its capacity to facilitate real community and discussion – but the question for digital marketers is ‘should this platform be on our radar?’ Is there marketing potential within the many rooms of the Clubhouse app? The answer to that largely depends on your business, and what you’re looking to achieve, but to give you an idea, here’s an overview of the ins and outs of Clubhouse, how it works, and what its potential for your business may be.
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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