Key Trends for 2018 Maxwell Luthy
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Key Trends for 2018
Maxwell Luthy
Maxwell LuthyDirector of Trends & Insights, TrendWatching
@MaxLuthy | #Trustme
WHAT A RIDE!
WE DON’T ASK CONSUMERS ANYTHING.
INNOVATIONS
EMERGINGEXPECTATIONS
EXPECTATION ECONOMY
A moment to stop and think.
VISION
BUSINESS MODEL
NEW PRODUCTS, SERVICES, EXPERIENCES
MARKETING, ADVERTISING, PR
WHERE?
WHO?
A-COMMERCE
VIRTUAL COMPANIONS
ADAPTIVE BY DESIGN
MOMENTS OF TRUTH
GLASS BOX BRANDS
AI AVALANCHE
THINKING: OUTSOURCED
In 2018, shoppers will look to handover almost every element of the sourcing, bargaining, purchasing, tailoring and picking up of products and services.
A-COMMERCE
AMAZON Connected devices can reorder supplies when running low
TOO EARLY
NOT ALONE
DRIFT Company uses AI and analytics to supply affordable energy
BARTERING
FINERY Digital closet organizes outfits and manages purchases
RETURNS
AMAZON ECHO Voice-activated selfie camera dispenses fashion advice
GUIDANCE…
TAILORING!
What do your customer interactions look like in the emerging era of
automated commerce?
RUTHLESS COMPETITION
78%of US consumers say they retract loyalty faster today than they did three years ago.
A c c e n t u r e , F e b r u a r y 2 0 1 7
IDIOT PROOF
Consumers are spoiled with honey traps before they make a purchase. In 2018, brands that continue to serve after a sale will earn trust, love and loyalty.
ADAPTIVEBY DESIGN
MASTERCARD & CURVE
Financial service provider lets people switch cards for past purchases
TIME TRAVEL
RYU Apparel brand’s discounts reward active customers
ENCOURAGING
OSLO TOURISM Couple ‘rescued’ from their vacation fail after posting about it on Instagram
RESCUE MISSION
TESLA Automaker’s free update helps customers evacuate hurricane zone
ACTUAL RESCUE MISSION
Is your organization well-placed to adapt and respond to customers’
changing needs in 2018?
394%increase in time spent on Social and Messaging apps in 2016.
Y a h o o , J u n e 2 0 1 7
CAPITAL ONE Bank uses AI to respond to SMS and emoji
CONVERSATIONAL
“Siri, find me a software engineer with a peer counseling or psychology background”
In 2018, virtual personalities will prove they have the power to entertain, educate and heal.They will make the leap from assistants to companions.
VIRTUAL COMPANIONS
75%of surveyed consumers associate mental health with ‘health’.
J W T , A p r i l 2 0 1 7
REPLIKA Chatbot uses AI to befriend and support users
MIRROR MIRROR
BLUE LEAF CAFÉ
Cafe lets diners interact with virtual pop star, Hatsune Miku
PERSONALITY
72%of regular voice technology users say “brands should have unique voices and personalities for their apps/skills and not just use the assistant on my phone.”
J W T , A p r i l 2 0 1 7
KLM Airline's wearable gives tourists advice
OUT OF HOME
When interacting with your customers, could you provide something even
more meaningful than great service?
Edelman Trust Barometer
Edelman Trust Barometer
In 2018, rather than preach at consumers, brave brands will communicate with honesty and clarity and empower their customers with choices.
MOMENTS OF TRUTH
GENERAL MILLS Artificial yet “classic” version of breakfast cereal relaunched
DECISION TIME
AMERICAN APPAREL
US-based apparel brand relaunches with globally-made items
REALISM
SKOL Beer brand admits and tackles its history of sexist marketing
ASSISTANCE
HELP US FIX THIS!
COMMBANK Bank's ATM surveys solicit opinions about the future of Australia
CONVERSATION
Can you empower your customer with moments to stand by, celebrate
and share their values?
BLACK BOX…
CONNECTIVITY
GLASS BOX…
One powerful way to show consumers that your values align with theirs? Make meaningful positive changes to your internal culture, and then tell the world!
GLASS BOX BRANDS
Tool deals with problem of vacation email backlog
PROCESSES
THRIVE GLOBAL
Agency pays higher bonuses to staff who work less overtime
PRIORITIES
QUARTET COMMUNICATIONS
Bank CEO walks gay employee down the aisle
PERSONAL
HSBC TAIWAN
MOVE IN THE RIGHT DIRECTION…
Your internal culture can be a powerful asset. What steps will you
take to improve it?
A-COMMERCE
VIRTUAL COMPANIONS
ADAPTIVE BY DESIGN
MOMENTS OF TRUTH
GLASS BOX BRANDS
THANK [email protected]
presented by
#RelateLive
Related Documents
