To say that the last few months have been challenging is an understatement. As optimists energized by “what’s next” ideas, we are drawn to the positives. As the pandemic has been devastating and changeable, it has also illuminated changes in consumers, who are already transforming the future of marketing.
The main catalyst for these changes has been the home experience, which has redefined the way we work, shop and live. It has impacted the way we express ourselves and consume everything from content to products. As people have adapted to these changes, companies have, too.
Brands had to be creative and find new and more meaningful ways to connect with consumers and that’s exciting. We see four trends that are enriching the B2C and B2B relationship, and also how they are evolving, both products and consumer experiences.
Meteoric digital adoption, especially in e-commerce, is one of the most obvious and relatable trends, driven by the pandemic.
Although the acceleration of e-commerce has been profound (in the United States, the growth was equivalent to 10 years in 3 months), the scope of the transformation of purchases will be greater. Think of all the things that exist between “the online world” and “the real world,” whether it’s contactless payments, curbside pickup (for which, last spring, we saw searches grow globally by a 3000% year-over-year), or AR-enabled experiences like imagining the dresser in your bedroom or the lipstick on your skin type.
Presenting consumers with the benefits of experiences is altering their behaviors and, more importantly, their expectations. In turn, more companies and brands will stop defining digital as another “channel” to sell things, but rather as a facilitator of transformative and user-centered experiences that increase loyalty.
On Google, searches related to “near me” reached an all-time high in the United States over the past year. In turn, we have shown an interest in ensuring that our communities continue to prosper. Last summer, searches to “support local businesses” grew globally, by more than 20,000% year-over-year.
Consumers are more connected to their communities and more aware of playing a role in it. Similarly, the rise of virtual communities is likely to stay put, giving brands opportunities to efficiently reach each of their segments.
Last but not least, we can expect the products, services and creativity that consumers experience to change, because the people who develop them have changed too. Why? Because they stopped “going to work” and started “bringing work into our lives.”
We have the power to shape the future we want. As we think about products and consumer experiences that were born in previous historical moments, we cannot help but think that we have a similar opportunity to define “what’s next”. A rebirth is near; Let’s take advantage of the positive momentum.
Source:
https://www.thinkwithgoogle.com