IPG Media Lab, New York -- the creative technology arm of IPG Mediabrands -- has launched Outlook 2017, rounding up ideas that animate the industry every year. This year IPG highlighted three defining tech trends of consumer behaviour that all brands should take note of.
Outlook 2017 is categorised into three sections -- Advanced Interfaces, Global Culture and Augmented Intelligence. Although these trends may be in their infancy in India right now, with the ever-increasing penetration of smartphones and the beginning of consumer data explosion, they could hold much relevance for brands in the Indian context as well.
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 this part of the world.
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 while platforms of content distribution are already here and they are making investments in local content generation, the affluent consumer’s preferences are at par with what is happening internationally.
On an enhanced level, we already are working with chatbots and services like Google Voice, which are creating powerful interactions with consumers through simplification and adding value to a consumer’s life. Chatbots will continue to evolve into powerful customer relationship management (CRM) solutions for brands to build strong, loyal relationships with their consumers.