Marketers urged to use tech
Marketers and advertisers should apply artificial intelligence (AI), robotics and virtual reality technologies to differentiate themselves in an intensely competitive market, says New York-based marketing research company Envirosell.
Sarinporn Jivanun, managing director of Envirosell Thailand, a subsidiary of Index Creative Village, said people’s lifestyles have been shaped by technology. The way people interact, communicate, believe, and their buying decisions are all influenced by technology.
“Socialisation with consumers by adapting to technology is important for brands and advertisers in their marketing strategies,” she said.
Envirosell identified five upcoming lifestyle trends to tap changing consumer behaviour. The first is less human interaction, which is already happening for retailers in some countries.
Thai companies should embrace the importance of providing self-service and self-control products that fulfil consumers’ needs, said Ms Sarinporn.
“Service-minded will no longer be a selling point as more consumers want convenient service,” she said.
The next trend is “word of mouse” as more consumers change from believing commercials, reviews, and word of mouth to smart assistants using AI technology that accurately analyses information.
One of the most interesting trends is consumers will have more pleasure in engaging with game content, making the job of creating a commercial challenging, said Ms Sarinporn.
She said many companies have shifted their way of communicating with their customers, now opting for games. In return, customers often enjoy and become more engaged with the brand.
The trend of “from store to stream” sees consumers become both buyers and sellers at any place and any time, focusing on live, streamed experiences.
The last trend identified by Envirosell is socialisation through screens and using digital methods.
“When humans are accustomed to applications and believe in technologies with self-service, face-to-face socialisation will decline,” said Ms Sarinporn.
Those five trends should help marketers and advertisers be more aware of the way they make their products accessible to consumers, she said.