Charlie Butterfield, June 20, 2019

In an increasingly digital world, technology makes it possible for businesses to do more with their brands. Emerging technologies are changing the way that brands work and the way that consumers interact with them. If brands want to stay on top, they need to be aware of what consumers want and how best they can serve them.

Growth of Intelligent UI

Voice search technology and smart speakers are already in use, so brands can start to consider how to make use of this technology to provide instant and personalized information. Consumers could use their phone or watch to ask for purchase advice from anyone from their bank to a retail advisor, so brands must evolve to ensure they can utilise this new potential touchpoint.

Smart Screens

The use of smart devices is also connected to the trend for screens that can perform multiple functions. Integrating brands with smart screens in the world of consumer goods will allow for greater personalization and hyperlocal marketing. Instant purchases are made possible, helping brands to be more direct and to cut out some of the steps from the sales process. This is already taking effect in the auto market, where car screens allow drivers to do things like purchase fuel or even make reservations at hotels and restaurants.

Next-level Personalization

Marketing has been becoming more and more personalized for a number of years, and this trend is set to continue, particularly through biometrics. As well as using biometrics for identification, brands can use them to personalize advertising based on anything from facial expressions to heart rate. Some health and wellness brands are already using biometrics to tailor their services, making use of fitness trackers and mobile apps.

Use of IoT Devices

Smart homes are becoming more common, and IoT devices are now a presence in many people’s lives. Gartner predicts that there will be 20 billion of them by 2020. The use of connected devices has already allowed brands to engage with consumers in new ways, and it will continue to do so. For example, smart refrigerators could be used to display suggested recipes and purchases based on the contents of the fridge, whilst smart mirrors are being developed for the fashion and retail industry too.