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Brands are challenged to adapt to new solutions, mostly driven by demands for online privacy.
The consumer is changing and seducing the youngest is an increasingly difficult task given their maximized hyperconnectivity.
By understanding how the world evolves and, with it, people, brands will be able to find new ways to continue innovating; however, today they face new challenges marked by a world that prioritizes cookieless digitization in an environment of hyperconnection and social responsibility.
The post-pandemic profoundly transformed the behavior of the audience and, in this context, now each platform implements strategies to understand what these transformations were and how they help them to continue offering optimal services to millions of consumers in a relevant way.
For example, through a survey conducted by Yahoo!, in conjunction with the Mobile Marketing Association (MMA)it is possible to analyze data around the experience on-line of consumers in Mexico, allowing us to outline a series of pillars that can help brands reconnect with their commercial objectives.
“For Mexican consumers, loyalty to a brand comes from balancing fair marketing with clear communication and entertaining content,” Renata de Andrade, SR Global Strategy Manager at Yahoo!, explains to Merca2.0, pointing out that, according to the results of the study, 84 percent of consumers also demand brand actions to build a healthy future for society.
In this scenario, data from Deloitte they claim that the centennials They are the generation that puts these social needs that revolve around security, privacy, digital demand, connection and, above all, responsibility, in the sights of brands, which is why 49 percent have made professional choices based on ethics. personal and business; 33 percent of this generation actively participated in at least one public demonstration, protest, or brand.
According to experts in marketing digital, to meet these expectations and overcome the challenges of the coming years, there are three main pillars.
First, Content Commerce, which involves the reinvention of commercial channels based on social hyperconnectivity. Here, content editors play a fundamental role in bringing relevant information about brands and their products to audiences, including trends and recommendations.
The second tells us that we can no longer stop thinking about a communication framed in a future without cookies. In this context, the concept of privacy is resignified, in the face of digital innovations that allow the construction of safe environments for the interaction between brands and consumers.
And it is that, as Renata de Andrade explains, we are facing a consumer who deeply values privacy and who demands greater transparency and control over the destination and use of their personal data, but at the same time, Mexicans express a strong desire to receive relevant ads and personalized offers: 40 percent of those surveyed in 2022 by the famous web search engine agree that data personalization is the most beneficial function of using cookies. In addition, they trust news portals as the main source of secure information against fake news. This represents an opportunity for advertisers: in a future without cookies, publishers will be a key partner for brands to distribute targeted content.
Today other relevant trends are emerging that are increasingly immersed in the market, video games and the metaverse emerge as fertile territories for segmentation and open up opportunities for personalization in the connection of brands and people through entertainment: Almost 70 percent of Mexicans consider sponsored content positive within the video game environmentwhile the platforms of streaming they also present a unique opportunity, with 64 percent of users paying full attention to video content accessible on their devices.
As a third pillar, brands are expected to lead and generate a positive impact in times of uncertainty or social unrest. The brands that matter in the eyes of the consumer are those that take responsibility for social reality and take action here and now.
In fact, today’s consumers, mostly belonging to generation Z, act around the union of these three axes, making their own personal and social values a particular point of action.
The reality is clear: the consumer values non-invasive advertisements that respect the context and are relevant through segmented content and entertainment, and personalized communication is currently valued more, for which we must use the data but at the same time respect privacy and be transparent.
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