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eLearning > Marketing > Max Impact Marketing > Module 2 / 4

Hyperconnectivity

Instructor: Gil Haddi
Crowdsourcing
Download the Crowdsourcing Trend Report
As we touched on in our introduction, the constant connectivity most consumers have become accustomed to in their lives has shifted their expectations in terms of marketing trends and how they want to interact with brands. Within this module, we’ll dive into gamification techniques that appeal to the tech-savvy generation, including best practices for successfully gamified campaigns. We’ll also explore the emerging trends within biometric technology and how cutting-edge brands are tapping into consumer desires with increasing accuracy to create an emotional connection.

Finally, access to information is more important than ever before for today’s shoppers, especially when it comes to online shopping. Within our exploration of key marketing trends, we take a look at the 3 major challenges consumers face when completing their information gathering and how some of the biggest brands overcome those challenges.
Related Trend Report: Crowdsourcing
Workshop Question:
How are you taking advantage of consumer connectivity to enhance engagement?
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Featured Insights
Emotive Marketing
Brands tap into innate reactions of consumers to foster a greater connection
Implications - Focusing more on emotional components, brands are shifting their marketing and branding strategies to design imagery and aesthetics that speak more to innate consumer feelings, moods and reactions. Targeting not only how consumers feel, but their deepest fears, concerns and moments of happiness, brands are creating everything from short films to artistic campaigns as a way to tap into those innermost feelings of their consumers. Such emotional and abstract marketing tactics encourage consumers to move away from merely thinking about the product, and rather experience an emotional journey that they can immediately identify and relate with.
Workshop Question - In what way could you adapt your product or service offerings to convey a more emotional message to your consumer?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Biometric Marketing
Biometric technology helps create a hyper-tailored brand experience
Implications - Biometric technology is evolving to offer more than just security solutions. Taking advantage of facial recognition and other biometric applications, marketers are using the technology to offer campaigns that engage consumers. Advertising efforts that depend on consumer participation are not only perceived as more meaningful; they also create a symbiotic relationship between brand and consumer.
Workshop Question - How can you leverage Big Data to offer your consumers a more personalized experience with your product or brand?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Bold Unbranding
Big brands opt for no logos to showcase the weight and relevance of their brand
Trend - As efforts toward greater authenticity and brand loyalty continue to thrive, we're seeing a rise in unbranded, logo-less tactics–often from well-known companies. Not necessarily looking to move away from heritage or legacy, these brands are relying on the iconic imagery, aesthetics or references to their products to connect with consumers. These unbranded examples are serving to create more approachable identities for brands, allowing consumers to better connect with product references and emotional connections.
Workshop Question - How might you better connect with consumers through more subtle, unbranded tactics?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Augmented Customization
Brands customize AR experiences in order to better connect with consumers
Trend - The adoption of AR in retail, eCommerce and even healthcare is not uncommon, and brands are now enhancing customer experience further with the adoption of personalized augmented reality experiences. By using the technology to create moments specific to the people viewing them, brands and institutions are able to enhance loyalty and consumer trust.
Workshop Question - How could your brand adopt personalized AR experiences in your customer's purchase journey?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Stress-Tracking
Stress-tracking is prioritized by wellness-minded consumers
Trend - Consumers are tracking stress using the same methods they use to track other components of their health. The process of taking time for oneself can sometimes require prompting, and stress-tracking allows consumers to be more proactive in addressing how they handle their emotions.
Workshop Question - How could your brand offer proactive solutions to its customers?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
ASMR Campaigning
The popularity of ASMR has resulted in its adoption into brands' campaigns
Trend - The popularity of 'autonomous sensory meridian response" (or ASMR) on social media has remained pervasive, and brands are taking note of the consumer interest in such videos by creating ads that mimic the same sensorial responses. Incorporating ASMR into commercials allows for brands to connect with what's now familiar to consumers, but via unlikely platforms that have a history of "playing it safe."
Workshop Question - Conceptualize an ASMR-based commercial for one of your products/services.
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Facial Billboard
Billboards take on hyper-customized features with facial recognition technology
Implications - The use of facial recognition tech in publicly placed billboards is on the rise, allowing brands to customize to consumers via a format that was once a much more passive and less-targeted form of marketing. These campaigns mimic the same level of personalization that consumers are now accustomed to in the targeted ads they receive on their phones, but have the added benefit of novelty for the unexpected platform via which they're delivered.
Workshop Question - Conceptualize a billboard with facial recognition tech that would market your product/service.
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Highbrow Horror
Brands turn to high-budget horror themes for their commercials
Implications - Brands are using the Halloween season to adopt high-budget scare campaigns which feature commercials worthy of cinematic trailers, avoiding the oft-kitschy pitfalls of seasonal branding. This shift caters to an audience that now engages with so much content on a daily basis, that brands are having to think outside the conservative creative norms that once set the standard for their campaigns.
Workshop Question - Conceptualize a scary commercial that sells your product/service.
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Experiential Purchase
Paths to purchase move beyond convenience into experiential realms
Implications - As streamlined payment options continue to evolve with the use of emerging tech, a shift toward more experiential purchasing solutions are on the rise to better engage consumers. Moving beyond mere convenience, brands are tapping into social platforms, multimedia outlets and even AI capabilities to add more memorable moments to the purchasing journey. Focusing on experience rather than speed, these paths to purchase are representative of a growing consumer desire for brand experiences that are engaging even prior to product consumption.
Workshop Question - Think of the typical path to purchase for your consumer. How could you tap into adjacent industries to elevate that experience into something more memorable?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hyper-Targeted Campaign
Brands call out specific consumers preferences for individual appeal
Implications - As brands continue to prioritize personalization in their marketing tactics, we’re seeing brands take things a step further with hyper-targeted ads that call out specific consumer habits. Using data-driven information and location-based technology, brands are calling out individuals through social platforms as a way to connect with them on a more personal level. Moving away from "mass appeal", brands are willing to reference individual consumers as a means to create a more authentic, relatable message.
Workshop Question - How can your brand make your consumers feel noticed and appreciated?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Consumercentric Automation
Use of smart tech becomes more about lifestyle than function
Implications - Social media has ushered the world into an age of consumercentricity where lifestyle reigns supreme. This lifestyle-focused approach has changed consumer expectations of businesses across industries and is impacting the way they view technology. The question of how dense technologies such as blockchain or IoT will enter into people's everyday lives is answered in more consumercentric applications that enhance natural consumer behavior, as opposed to serving pragmatic functionalities.
Workshop Question - What is one part of your product or service that could be simplified?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends