The paradigm shift that the emergence of new communication channels has generated has forced companies to develop a new way of relating to audiences. With a greater number of channels and a greater amount of content for an increasingly limited scope of service, qualitative interactions with the consumer will be valued more than ever. “Content pollution is an unstoppable process that will continue its course in 2015, however, brands are increasingly aware of the role they should play in society and have already begun to put it into practice. In the coming months, the Branded Entertainment’s how to find address by phone number in pakistan approach will acquire its true dimension, the generalization of wearables will allow to increase the value of brand experiences, the collaborative economy will continue its unstoppable advance and it will be more necessary than ever for brands to talk in real time with their consumers “, he highlights David G. Natal, head of the Consumer Engagement area at LLORENTE & CUENCA . As 2014 is about to close, the LLORENTE & CUENCA Center for Ideas, Analysis and Trends advances what will be the twelve most relevant trends in the area of Consumer Engagement that will mark the relationship between consumers and brands.
1. The increase in Content Marketing
The emergence of social networks has made companies aware that consumers respond to communications that have the interactive character of a conversation and not the informative character of a monologue. Thus, Content Marketing or content marketing, which is based on the needs of customers to fully adapt their offer, already accounts for 28% of the marketing budget of brands, according to the study ‘2015 B2B Content Marketing Benchmarks, Budgets and Trends – North America by Content Marketing Institute and MarketingProfs’.
2. Branded Entertainment as a solution to content pollution
Going from branded content to branded entertainment is shown as a great option to deal with content pollution. It is important for brands to be aware that they are not only competing with each other, but must also take into account products from the entertainment industry such as ‘Game of Thrones’, ‘Breaking Bad’ or the Marvel Universe. In 2015, brands will create content more focused than ever on consumer interests and will finally become the great leisure, fun and entertainment industries of the future.
3. Wearables will prevail
The wearables are electronic devices that are incorporated somewhere in the body and which continuously interact with the user and other devices, such as smartwatch or smartglasses. It is estimated that one in five people will use wearables in 2015, which will generate a business of $ 5.8 billion by 2018.
4. Communication moves
According to Forbes, in 2017 87% of the devices connected to the internet will be tablets and smartphones and, in parallel, investment in communication in small devices will grow seven times faster than in the case of the PC. E-commerce also has a new field of expansion thanks to the mobility of devices, with mobile payment becoming a mainstream trend that generated, for example, a third of total online sales in the United States during the past Black Friday .
5. The hegemony of audiovisual content
Wheelhouse Advisors indicates that 75% of executives claim to consume online videos at least once a week, 50% of them on YouTube. According to estimates from the study ‘2015 B2B Content Forex Email List Benchmarks, Budgets and Trends – North America by Content Marketing Institute and MarketingProfs’, videos can increase a brand’s sales by up to 174%.
6. Gamification will gain prominence
Gamification has been transforming the way the leading companies interact with their consumers and employees and in 2015 this trend will consolidate. Forbes estimates that over the next twelve months, more than 70% of the companies in its Global 2000 will have opted for gamification techniques. That will mean going from an incipient investment figure in gamification of 100 million dollars in 2011 to the expected 2,800 million in 2016.
7. Right Time Marketing
How many times do we see brands determined to launch themes and hashtags that do not go beyond their field of interest? Faced with attempts to generate new conversations, the challenge for brands in 2015 will be more than ever to capitalize on pre-existing conversations and add value to them. According to Chris Kerns, author of ‘Trendology’, brands that use ‘Right time tweets’, those that take into account the timeliness of the conversation, receive 400% more retweets and 421% more favorites than their average per tweet .
8. Communication becomes experiences
The challenge for brands for 2015 is to generate physical experiences in consumers’ day-to-day lives that impact their belief system through their senses. In this context, neuromarketing comes into play, which makes it possible to find the most significant experiential points and enhance them.
9. Workers will be a central audience
Taking into account the estimates of a report by the consulting firm AON Hewitt, more than 60% of the employees are not committed to their organization after six months from their incorporation. In this context, employers must rescue techniques that were born focused on the consumer but that have a field of development in employees such as gamification, video as a relationship tool or experientiality as a way to generate deeper relationships.
10. Investment in native advertising will grow
The search for new business formulas in the media gave rise to the so-called native advertising, which consists of including an advertisement on a website or platform respecting its format and editorial style. Spending on Native Ads is estimated to reach $ 4.8 billion next year, a 34% increase, and is forecast to reach $ 8.8 billion in 2018.
11. Big Data will allow communication to microtargets
Big Data, that is, the analysis of data crossing, allows companies to know more and better consumer preferences and, in this context, personalization will be increasingly relevant. According to PWC data, 73% of users are willing to give up personal information in order to obtain benefits. In this context, it is estimated that Big Data will have moved a total of 232 million dollars in spending by the end of 2015 and will have generated 4.4 million jobs.
12. The era of the sharing economy The collaborative economy defines an alternative socioeconomic system, based on collaboration and sharing as standards for a new way of understanding business relationships. The potential of the sharing economy is already estimated at $ 110 billion, according to the Massachusetts Institute of Technology.