Forbes recently released a list of ten major consumer trends that are driving the movement of the marketplace. Mark Potts, managing director of Consumer Insights at Mindshare, identified the current trends that will influence advertisers messaging. While many of the trends reflect social and cultural change, such as frustration with bureaucracies and minorities becoming majorities, there are three trends mentioned that marketers can use strategically to capture the mindshare of their target audience; human touch, visualization, and playfulness.
As many consumers become more and more frustrated with institutions and “faceless” corporations, many companies are beginning to realize the importance of what Potts calls “The Human Touch.” Brands must have some factor of humanity to reach their audience, such as engaging more in customer service, both online and offline. It is now a must for companies to be accessible, even if it means making technology and brand experiences more human-like.
Technology becomes more human like.
One trend that is highly pervasive is the consumer’s need for visual messages. With the onslaught of video messaging, social media, and photo-sharing, culture is fast becoming more responsive to eye-catching visuals and conceptual infographics. Consumers are looking for stories that can be summed up in one photo or image, which they can easily pass along to friends or coworkers. To be as visually compelling as possible is a must!
Lastly, with tough times and concerns about the future, people are longing for fun and an escape from reality. With games and entertainment incorporated into messaging strategy, brands can reach out and interact with their audience. Mark Potts sees “games and entertainment entering consumer spheres that are generally seen as chore-like or low engagement.” Even if your business doesn’t seem the most thrilling or highly entertaining, just by being playful with your consumer base can raise interest in your brand.
With so many companies sending out messages, communication becomes diluted. Consumers become king and dictate what they want and how they want. Brands must listen to what they want and what they are willing to turn their attention to for them to ultimately drive successful marketing campaigns.
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