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 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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