Brands us­ing new tech­nolo­gies to en­hance con­sumer ex­pe­ri­ences

ArabAd - - TRENDS - BY: ZENITHOP­TI­ME­DIA

Brands will in­creas­ingly em­brace new tech­nolo­gies to help them cre­ate pow­er­ful, per­son­alised ex­pe­ri­ences for con­sumers. This is the key pre­dic­tion from Zenithop­ti­me­dia in its lat­est con­sumer in­sights re­port 2015 Emerg­ing Top Ten Trends. Linda Tan, Strate­gic In­sights Di­rec­tor, said: “Brands that are in­creas­ingly fo­cused on their ‘pur­pose’ are set to ben­e­fit from a range of emerg­ing tech­nolo­gies that will en­able them to cre­ate more au­then­tic and valu­able ex­pe­ri­ences for con­sumers. Cre­at­ing per­son­alised ex­pe­ri­ences across the con­sumer jour­ney will be­come crit­i­cal for brands seek­ing sus­tain­able re­turn on in­vest­ment.” In the global study, Zenithop­ti­me­dia looked at how new tech­nolo­gies are set to im­pact re­tail, me­dia and en­ter­tain­ment and how brands are likely to lever­age th­ese in­no­va­tions to cre­ate per­son­alised con­sumer ex­pe­ri­ences as part of their com­mu­ni­ca­tion strate­gies. Fo­cus­ing on how changes in tech­nol­ogy are set to change be­hav­iour among Mil­len­ni­als, the study as­sessed the new types of per­son­alised ex­pe­ri­ences that brands might cre­ate along the con­sumer jour­ney to bet­ter en­gage this au­di­ence. Zenithop­ti­me­dia dis­tilled th­ese owned me­dia-fu­elled ex­pe­ri­ences to 10 key emerg­ing trends.

RE­TAILS SCENTS: THE SMELL OF SUC­CESS

Pi­o­neer­ing brands are tap­ping into ad­vances made in the use of scents and fra­grances to change moods, en­hance emo­tions and cre­ate ex­pe­ri­ences. Book pub­lish­ers are start­ing to ex­per­i­ment with fra­grances aligned to spe­cific chap­ters and the Ophone en­ables you to send scented mes­sages.

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