As 2016 wound to a close we reviewed the leading trends from the year and looked to the future with speakers Neil Collard e3’s Managing Director and Matt Boffey, founder of London Strategy Unit. We also celebrated the launch of our Artificial Intelligence whitepaper and a successful end to our Experience Series, which focused on the burning topics of Artificial Intelligence, Content Experience and Cyber Security.
“This year has seen a drastic shift in consumer behaviour,” stated Neil Collard, citing a PWC study that stated that 78% of Millennials said they would rather spend their money of experiences not ‘things’. Brands are being pushed to provide us with an experience that is more relevant, personalised and sincere. The perception of what is valuable has shifted, the experience and ‘feeling’ that brands create around their products is what is making them desirable.
But what does this mean for the future? Neil listed the technologies on the rise that will be dominating 2017 by creating real experiences for savvy consumers:
- Artificial Intelligence; the rise of machines
- Virtual; replacing and enhancing reality
- Intuitive interfaces; thinking beyond the swipe
In 2017 an experience is more in-depth, immersive and specific – moving beyond traditional digital channels, he explained, but overall data will be powering these experiences. “Some of these technologies look like they are far in the future, but they are here, constantly whirring in the background,” concluded Neil.
Matt Boffey, is the founder of London Strategy Unit, an innovation and strategy studio that created the LSU Horizon, a network of over 5000 entrepreneurs from all industries and sectors. He asked this network what he thought was going to pick up traction in 2017. They summised that:
Innovation involves more than design thinking
Using Snapchats Spectacles as an example, the glasses which can take allows you to take a snap with just a tap of your finger, Matt pointed out that contrary to typical ‘user centered innovation’ which solves a problem or is a user need, Spectacles are a function of their future.
Bots are entering the creative department
When you hear about chatbots they are usually mentioned in a purely functional, service fashion. However, Matt cited two Twitter chatbots which are making the first forays into creative, comedic AI. Taglin3r is a bot which generates corporate taglines, Where Wholeness Meets Money anyone? Another example is the Freeze Frame bot which is capitalising on the meme **Record Scratch** **Freeze Frame** by generating the meme on top of random YouTube videos.
Ad people are the most extreme digital consumers
Matt made an interesting point which had been applied to recent political firestorms like Trump’s election and Brexit, where people were surprised as their social circles hadn’t reflected the populist climate. Could this also happen to advertisers and marketers? Keep an eye on becoming out of touch in 2017 as your digital hobbies becoming more varied and complex, it might not necessarily be the same for consumers.
The year of the dog
2016 may have been the year of the cat online, but 2017 looks to be firmly the year of the dog. Matt pointed out an interesting result on Google Trends, there has been a 53% increase in ‘dog’ in search but only a 23% increase in ‘cat’ over the same period.
Looks like the dog days aren’t over.
Whatever comes in 2017, brands need to prepared to keep pace with their consumers as they become more digitally evolved and expect services quicker, more personalised and all- encompassing.
To talk to either Matt or Neil more about the topics discussed, or to find out more about how e3 keeps pace with consumer then contact email@example.com
To read more about how artificial intelligence and chatbots are going to be trending in 2017 take a look at our whitepaper.