Trends and Technology

Originally the stuff of science fiction, the metaverse is on the verge of reality. Companies are taking an incremental approach to entering what is a very complex universe for brands — and people — to navigate.

When CMOs and CIOs collaborate the results include more engaged customers and healthier returns from marketing technology investments. However, without both sides first agreeing on governing principles, merging marketing and IT teams may end up being a wasted exercise.

The pandemic has accelerated major changes in media consumption and revealed sharp differences among the various generations when it comes to the type of content they like — and where they find it. But while traditional media vehicles such as broadcast TV may be on the wane, they still command the biggest audiences.

The escalating threat posed by climate change has prompted some of the globe’s largest brands to take steps to dramatically reduce their greenhouse gas emissions. As they bolster their sustainability efforts, marketers must strike a delicate balance between communicating how they’re helping to improve the environment and keeping the focus on the benefits of their products and services.

The hospitality sector is finding unique ways to overcome the ongoing adversity caused by the pandemic. With most Americans keen to travel to places within driving distance, boutique brands are plugging destinations that are easily accessible by car. The major hotel chains, suffering even severer losses, are catering to existing customers and touting loyalty programs.

Knowing what consumers love is all well and good. But marketers also need a sixth sense for what makes their audiences tick — particularly during stressful and uncertain times — if they want to generate love in return.

The proliferation of chief purpose officers provides CMOs with a lot more runway to boost the value of marketing throughout the company. But as they bring their company’s brand purpose to life, marketers must take the long view and be careful not to slip into ad-mode. They also need to collaborate with other business units on the best path forward.

Brands are accelerating their buy-now-pay-later (BNPL) financing options to appeal to younger consumers looking for more flexible ways to pay for their stuff. At the same time, retailers are trying to increase the appeal of BNPL to older generations used to traditional credit cards.

Brands and organizations are scrambling to sign up athletes after NCAA rule changes give amateur athletes the opportunity to sell their name, image, and likeness. Some deals could reach epic proportions. Sports marketing may never be the same.

Engaging with influencers has gone well beyond traditional brand partnerships. As companies develop their influencer marketing strategies, nuance will be a key ingredient moving forward.

With cyberattacks on the rise, marketers must understand the scope of the threat and be proponents for consistently updating their companies’ online defenses. However, to have an effect, CMOs first have to make sure they have a seat at the table when cyber issues are discussed and strategies crafted.

As the definition of celebrity evolves, marketers have a much bigger canvas to draw in new spokespeople. But they do have to be extra careful that the person matches the tone of the ad campaign and shares the company’s values.

As people start to venture out to live events — even as concerns grow about the Delta variant — consumer-facing brands are looking to strike the right tone in their advertising efforts for in-person events.

As the pandemic ebbs and consumers return to physical retail outlets, brands are looking to give consumers the best of both worlds: A better in-store experience combined with conveniences typically found only online. How do brands strike the right balance?

With most people willing to travel and venues once again filling to capacity, what’s the hold up on business-related events? The answer is, well, businesses, as they put the kibosh on travel spending and limit live programming. Meanwhile, brands are testing new concepts and creating more interactive elements for their virtual events.

As full-time employees return to the office, they’re bringing with them new demands that go well beyond asking for a “hybrid” schedule; CMOs and marketing departments will need to adapt or risk increasing turnover. In fact, people are leaving their jobs in growing numbers, with the quit rate at an all-time high.

As people return to a post-pandemic life, marketers are going to need to reevaluate their content marketing strategy if they want to stay viable and keep their audiences engaged. Producing content that brings meaning to people’s lives is shaping up to be the biggest challenge, along with devising new measurement tools.

Marketers are adapting their messaging as the U.S. starts to emerge from a tragic period. But without a single ecstatic moment to mark the pandemic’s end, brands will have to continue to recalibrate their strategies and update their ad creative on a fairly constant basis.

A marriage of entertainment and e-commerce, livestream shopping is engaging and fast-gaining in popularity. ANA magazine reached out to Ali Fazal, VP of marketing at influencer marketing platform GRIN, to learn more about how brands can get in on the trend.

Recalibrating how their audiences consume information is just one of the key challenges facing marketers on the analytics front post-pandemic. The death of cookies and the rise of online privacy concerns will also spur brands and organizations to bring new strategies to bear when it comes to data management. First-party data awaits.