Brands using new technologies to enhance consumer experiences

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.