2020 consumer and market behavior
Feb 25, 2020, 439 views
The speed of change is only increasing and consumer and market behavior is already pointing new directions for 2020. To understand this environment, Isobar, DAN's global digital transformation and creativity agency, has developed the study 'Augmented Humanity: The Trend Report'. to 2020 by Isobar '.
Created by strategy and innovation experts from the 85-office agency in 45 countries, the report provides high-level insights & inspiration for marketers and communications professionals. The 'Augmented Humanity' concept was coined by Isobar in 2017 and defines how humanity can work in harmony with technology to expand and enrich people's lives. The study identified five key trends and explains how creativity and 'creative experiences' will be critical to companies and brands in 2020 and beyond.
Jean Lin, Isobar's Global CEO, said, "More than ever, creativity has become the biggest differentiator of brands and a strategic imperative for business transformation. This report provides both strategic insight and inspiration for marketers. succeed in 2020 through idea-based experiences that will ensure business growth over the next decade. "
The 'Empowered Consumer' concept is key to the 2020 report. It was built on the key findings of the Isobar Customer Experience Report X that revealed how marketers are persistently using creativity to transform their way of dealing with customer experience. He explains how the new decade brings great challenges while also bringing a vast array of opportunities through a customer-centric approach to technology use. The opportunity here is to make purposeful changes that help us reshape the world: work, travel, health, well-being, entertainment, the media, commerce, communities, creativity and activism.
The annual 'Augmented Reality' report is designed to inspire companies with existing possibilities and identify opportunities in challenges. He teaches how to navigate this new landscape in order to keep business and brands at the forefront. Each chapter describes why these developments are important, key examples of trends in action, why companies need to be aware of them, and how they can capitalize on their positive potential. The top five trends for 2020 are:
Augmented Experience - How technology is enhancing the physical world to create unexpected and joyful experiences. The highlight is the massive use of storytelling technology, gesture interaction, immersion indoors and the evolution of smart speakers from a simple assistant into a medium of new storytelling and interaction. These features will enable brands to make environments truly a means of activation, content that is truly "magical" and audience a true agent in the experiences.
Data Humanization - As data sets, algorithms and Artificial Intelligence are becoming increasingly 'humanized' with emotion and personality. This will be possible through the application of technologies that identify emotional and sensitive aspects in large volumes of data, the use of welfare information, the combination of Artificial Intelligence with human analysis, among others. This will enable brands to more effectively meet consumers' emotional expectations, consolidate a positive view of data use, and even create a new area, Social Data Responsibility.
Socialized Commerce - How technology is putting people at the heart of how we research, buy and share. We will then see the growth of peer-to-peer commerce, direct selling to consumers, social shopping areas, and even the integration of blockchain technology into manufacturing processes and mass products. Thus, it will be critical that brands ensure that their spaces in social shopping malls are transactional, as well as reimagining the experience of their websites and seeing their consumers as true peer-to-peer sales consultants.
Digital Kinship - How technology is helping to find and promote communities that are important to everyone. With that, we will see the growth of micro-segmentation approaches, relationship with niche networks, tracking the influence on social networks and even a search for a greater effective connection within social networks. In this scenario, exploring meaningful segmentation, reviewing the social network mix, rewarding healthy living habits, and transparency in interactions are great opportunities for brands.
Post-Purpose Activation - How technology is helping brands rediscover and activate their impact purpose. Some high-profile initiatives are civic brands (engaged in social causes), broad cooperation to carry out projects, the pursuit of greater inclusion, and the use of technology for positive causes. To fit into this context, brands must internalize the concept of increased humanity, address all touching points, engage in activations around their purpose, and have the ability to act through partnerships.