The Carat agency presented its annual report of trends that brands must assimilate to gain a greater presence among consumers
2020 was a year of novelties, discoveries and “firsts” for many sectors of the world economy. Nevertheless, 2021 is shaping up to be the year of assimilation, in which the people will establish a pre and post pandemic balance, guided by behaviors Y attitudes that brands, businesses and companies that provide consumer services, will require adaptation to continue engaging with their audiences in an empathic way.
At this juncture, Carat, media agency of the Grupo Dentsu, presented his annual trend report, focusing on society, technology and media to discover patterns that worked as innovative solutions within the accelerated changes that came to rule the lives of many.
Behaviors like that of buy online and collect in store (trend known as Bopis in English), they are here to stay.
Brands, especially those dedicated to Retail, must now have two robust stores: virtual and physical, where the supply of addresses is flexible and convenient for the buyer.
Among the “benefits” left by COVID-19 can be highlighted teleworking and study at a distance, as they allow a more flexible life, in which schedules were transformed to give way to new business and consumer models.
–
Brands should consider highly innovative and engaging marketing strategies to ensure that people continue to buy. There is an accelerated interest in well-being, where the Mindfulness became mainstream. Supporting people with their goals of improving habits and lifestyles is a very valuable opportunity for brands to take advantage of.
Activism, social movements and the desire of some people to “be part of” or manifest their ideals, they are seen more and more frequently in different parts of the world. This is where brands can be part of the change and the conversation, and not immune from criticism. Therefore, the emotional intelligence, the transparency and the social actions of a brand should be more empathetic and inclusive.
Technology and media trends
The revolution of the use of QR code It is one of the functional technologies that have helped us to live more remotely since the appearance of COVID-19. With the rapid growth of e-commerce, brands experimented with ways to move the face-to-face store to the virtual world to add value to your services and deliver a unique experience to consumers.
The era of wireless and intelligent hearing aids is imposed with more force among the young generations, given the wide musical offer offered by the different platforms, which also promote Podcasts as a format that has become a favorite in society. Faced with this reality, brands must make sure to open a space in this spectrum, either through audio spots or eye-catching guidelines on these channels.
Brands turn to make use of guidelines or advertising campaigns more in line with their mission and with high social value, taking care of falling into inappropriate content or that violates the rights and ideas of others.
–
Since the technology of companies consolidates its power, companies, businesses and brands choose to build synergies between the different services they offer to make life easier, faster and easier for consumers when purchasing a product. This integration makes them “one-stop shops” to meet all your needs..
–
New spaces and places were created through virtual experience, due to the numerous face-to-face events that had to be canceled due to the pandemic. This presents new opportunities for brands to rethink their role in providing access to concerts, forums, personalized training or gastronomy, with multiple benefits that physical events do not offer.
“By looking ahead, we can get a better view of the why and what and, as a consequence, better anticipate some of the hows. This new edition of Carat Trends 2021: The Year of Emotionally Intelligent Marketing allowed us to identify both trends popular media for 2021 such as the long-term social trends that changed the way we live and shape the 2020s. Many of the social and technological trends are here to stay and for that reason, we must adapt and make the most of our resources, “he said. Guido Righetti, Managing Director de Carat Argentina.
– .
