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Charlie Butterfield, June 20, 2019

In an increasingly digital and technical world, there can be both benefits and drawbacks. Technology makes it possible for businesses to do more with their brand, but it also means that consumers can have higher expectations. One of the things that emerging technologies are doing is changing the way that brands work and the way that consumers interact with them. If you want your brand to stay on top, you need to be aware of what consumers want and how to serve them well in today’s technical world. Let’s have a look at some of the latest trends and technologies to pay attention to.

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. Smart mirrors are being developed for the fashion and retail industry too. They can be used both in stores and could make their way into homes soon.

Smart Screens

The use of smart devices and connectivity is also connected to the trend for screens that can perform multiple functions. Integrating brands with smart screens in consumer goods will allow for personalization and hyperlocal marketing. Instant purchases are made possible, helping brands to be more engaging and to cut out some of the steps from the sales process. One place where we can already see this taking effect is in the auto market, where car screens allow drivers to do things like buying fuel or even making reservations at hotels and restaurants all from one place.

Growth of Intelligent UI

Another technology that brands should pay attention to is the use of voice search. Smart speakers and voice search on phones and other devices are already in use, and 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 an advisor from the store that they are currently shopping in, or an independent expert. A better understanding of consumer emotions and voice patterns using AI and machine learning could help with this.

Next-level Personalization

Marketing is already being personalized in a number of ways, but it could get even more personal in the future. One way is through the use of biometrics for a wide variety of purposes. As well as using biometrics for identification, which already happens in several ways, brands can use biometrics to personalize advertising based on anything from facial expressions to heart rate. Some health and wellness brands, from doctors to personal trainers, are already using biometrics to tailor their services, making use of fitness trackers and mobile apps. People are starting to become more comfortable with this type of technology, but asking for permission to collect and use data remains important.

When adopting new technologies, brands should be aware of consumer attitudes. It’s important to know what consumers want, but also what they are not prepared to share.

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