• Outlook for brands in 2017

    By He Lin Goh on February 03 , 2017

    Enough has been said about establishing brand personality, and finding ways to rise above the ongoing social media chatter in the last year. And before we all know it, the new year is whizzing by faster than brands can answer the question, “what do consumers want next?”

    Well, we got you covered with the top three trends that will answer the million-dollar question. Go ahead, have a chew on it as these insights are cherry-picked to build brands that matter and win love this year.

    1. Brand Betterment

    Brands that provide consumers with a platform to claim a stake in social conversations and current events, and respond with real action and in real time will stay relevant and win brand love. The social media landscape has allowed brands to reach consumers better, but also left them jaded after the 10,947,856,550th Twitter comment and Facebook video.

    A winner will be one that has the agility to complement online presence with offline campaigns to empower a current sentiment or evoke a movement for the greater good.

    Taking this up a notch, brands that engage in disruptive collaboration to solve a social issue or enable consumers to be better off, will be better, together.

    1. Put a Premium on Authenticity

    Be it Gen X-Y-or-Z, authenticity is king and we don’t need a futurist to predict that the generation after Gen Z also craves authenticity. As more brands shift to social media platforms to advertise under the guise of content, the audience is also becoming more discerning of what they consume. Paid influencers – the de-facto point of reference in the past, can only go that far to inform and influence because what is to differentiate their love for brand A from brand B. New tools of storytelling (Snapchat, IG Stories) have also proliferated the demand for authentic content.

    Look for that neighbor round the block that raves about his favorite coffee spots all year long, or that employee who has endless rants and tips to share on parenting. They are the content of now. Consumers are looking for peers whom they can trust and relate to, share experiences, and improve their own well-being.

    1. Big Data for the Individual

    Get on to the next frontier of information and make customers’ involvement count. Appetite for information will continue to grow and in 2017, consumers will be looking for real-time information about the products and services they and their peers use. More importantly, they will appreciate a brand that produces information based on their consumption, and thereby customizing the engagement journey.

    It is time to start harnessing the years of data piled up year-on-year, be it sales receipts or the type of customer enquiries / complains that are made. Analyze them by gender, by geography, by last names or any other creative psychographics close to the nature of the brand and there lies interesting facts and information that makes these data on record more valuable than a marketing research report.

    Banner image: https://unsplash.com/photos/78A265wPiO4

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