Consumers express affection through digital gift giving
Implications - Though brands are becoming familiar with the marketing tactic of awarding consumers via social media, the development of consumer-to-consumer digital love is just beginning. While online apps and games are often sponsored by companies as part of their marketing efforts, online gift-giving relies on real peer-to-peer appreciation and also makes generosity accessible to everyone—not just those who can afford it.
Trend Themes
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Digital Gift Giving — Consumers are beginning to develop online gift-giving as a peer-to-peer platform that relies on real appreciation.
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Personalization Through Customization — Consumers enjoy making personalized greeting cards and limited edition items because it satiates their desire for one-of-a-kind items.
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Social Media Gifts — Brands have developed social media gift-giving as an innovative way to purchase products, gift cards and a way to wish loved ones a happy holiday.
Industry Implications
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E-commerce — Brands need to adopt innovative ways to sell their products online, considering social media sentiment and the economy is becoming an increasingly cashless world.
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Marketing — Personalized messaging is the next stage in innovative marketing and reaches consumers in a profound way.
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Digital Advertising & Development — As traditional methods of advertising become crowded and disruptive, digital advertising strategies require more engaging and interactive elements.
