IPG Media Lab, New York, the creative technology arm of IPG Mediabrands, has launched Outlook 2017, highlighting three defining tech trends of consumer behaviour that all brands should be cognizant of.
Every year, IPG Media Lab rounds up the ideas that animate the industry: the market forces, new technologies, and consumer shifts that are changing the ways media agencies evaluate, buy, and create media.
IPG Media Lab’s partnerships team reviews more than 1,000 new companies each year and meets with over 300 companies, cataloging their strengths and assessing their relevance for IPG clients. The Lab has a full creative team developing new technology-focused ideas for brands and taking concepts from prototypes to full-scale executions. The Lab also conducts research that provides with quantitative results from emerging media. And it offers strategy and thought leadership to contextualize these developments within the larger technology, media, and marketing landscape. The focus is to use all this knowledge, learning, and experience to solve client briefs.
Outlook 2017 is categorized in three sections: Advanced Interfaces, Global Culture, and Augmented Intelligence. It can be summarized that Advanced Interfaces and Global Culture, fueled by the rise of Augmented Intelligence, are shaping the future of brand marketing.
Relevance for India
These trends may be in their infancy today, but Indians are known to leap frog in adoption of technology. The penetration of smartphones and proliferation of screens brings us at the beginning of consumer data explosion – a phenomenon which needs to be understood and leveraged by brands to succeed in the future. Besides a variety to interfaces, there is an overlay of content on scale and all of this can be best understood through augmented analytics.
Advanced Interfaces: Brands are already experimenting with different interfaces in a small way. Touch interfaces at malls and airports create interactions and generate data for marketers in terms of product sampling or lead generation. Voice is another interface for consumer connect and missed call interventions are unique to our part of the world.
Global Culture: Sports and music followed by entertainment content are crossing borders to appeal to the Indian consumer, who is progressively becoming a perfect blend of Glocal entity (global and local). So, platforms of content distribution are already here and they are making investments in local content generation.
Augmented Intelligence: On an enhanced level, chatbots and services like Google Voice are creating powerful interactions with consumers through simplification and adding value to a consumer’s life. Chatbots will continue to evolve into powerful CRM solutions for brands to build strong, loyal relationships with their consumers.