Eight in 10 consumers will see the world as ALL digital
Consumers have rapidly increased their technology adoption and usage in the COVID-19 pandemic, with 63% of U.S. online adults saying that they completed a new activity online, such as attending a religious service or exercise class. Forty-four percent upgraded their in-home technology. The takeaway? Consumers have much higher expectations that digital experiences work well. (Forrester)
Hybrid events become the “new normal”
The pandemic left a mark on almost every industry. And even though businesses are opening, the chances are good that we won’t ever go back to normal as we knew it. The move to hybrid events is one change that has become part of the new normal. While the pandemic didn’t start the hybrid event culture, it did compel businesses to adopt this model fast in light of remote work and social distancing. (Forbes)
Greater use of in-store self-checkouts
One example of store redesign has been increased use of self-checkouts (often allied with contactless payments). According to the Verizon Look Forward study, 23% of the respondents now use self-checkout. Some stores have even moved away from static POS counters to using mobile payment systems. (Influencermarketinghub.com)
Seniors uptake new technology
Traditionally, seniors are the last group to take on any new technology. They have spent most of their life without the technology and strongly resist change over their final years. However, seniors have also been the demographic most at risk from COVID and have had to adapt to the new post-pandemic environment. The pandemic has forced the elderly to accept retail technologies such as online shopping and tele-health consultations. Some have also taken to using smart home devices and assistant technology to avoid nursing homes. This trend is unlikely to reverse, even as economies open again. (Bloomberg)
Artificial intelligence isn’t going anywhere
Artificial intelligence has been prevalent in the digital marketing sector for quite some time now. But in the upcoming year, it is believed that companies will integrate AI-powered features into their digital marketing strategies. (Forbes)
Increased use of voice search and personal assistants
One area of AI that’s expected to grow is in the increased use of voice search and personal assistants. Google reports that 27% of people on the internet now conduct voice searches on their mobile devices. It is particularly popular with Millennials and Generation Z, who prefer to talk into their phones rather than type. (Google)
Omnichannel marketing expands
Consumers now use an average of almost six touch-points when buying an item, with nearly 50% regularly using more than four. Businesses in all sectors now spread marketing campaigns across multiple channels rather than focusing on just one or two. Often, a brand reaches a customer with different channels at different stages of their purchasing cycle. The use of video, live-streaming, AR and VR to augment shopping experiences in-store and online are expected to be deployed more. (SAS)
