The power of brands over consumers has come to an end

24/05/17

Approach and inclusion of human imperfections. This is the guideline that will determine the communication between brands and consumers in the next ten years. The analysis (or forecast) is by Jean-Christophe Bonis, a founding partner of Oxymore, a French boutique agency that forecasts trends and consumer behavior.

In the view of Jean-Christophe, who also presents himself as a futurologist, in less than twenty years, artificial intelligence will have a massive presence, which implies challenges related to security and control. “The scenario is still favorable for us. The problem is that not all world leaders share the same values. What happens if we lose control of the machines? “He asks.

Jean-Christophe points out that, regarding the role of marketing, it is expected that communications will increasingly be made by humans to humans. “Men will be back at the center of the game. This movement has already started with great brands, placing respect for human beings and their differences as the focus of campaigns, being attentive to inclusion,” says Christophe, who mapped some of the main trends related to 2027.

In the Meio & Mensagem article, he reports that Brazil is still at the beginning of the digital wave, which can be very positive. “Being technologically lagging behind other countries has a good side, which is not having to make the same mistakes that other companies around the world have made, saving time and money on the experience of others,” he says.

Brands and consumption
We live the last phase of brand power over consumers. Confidence in the propaganda message is getting more and more shaken. We are moving into the age of virtual assistants, such as Siri on the iPhone, or Alexa on Amazon, fully based on data analysis and artificial intelligence that generates a mapping of information about our feelings, what we like, and especially the Which we will enjoy. You may not know how to make pancakes, for example, but just ask Alexa that she not only gives the recipe but also has the ingredients delivered to your home. One single question: how did Alexa chose the brand of egg and milk that were delivered on delivery? It should be based on price and location, but of course it is not. It’s based on the information she has from you, just by the way you surf the internet – you do not even have to click or give likes on Facebook. And that’s the problem for brands: they can spend millions of dollars on advertising, create a “bubble” around the consumer, but ultimately who will choose the product and finalize the purchase is Alexa. By 2018, artificial intelligence is expected to be responsible for buying $ 5 billion worth of products. And it’s just the beginning.

Artificial intelligence
People still have no idea of the consequences of Artificial Intelligence (AI) in their lives. How will the relationship between humans and robots be, since they will speak and learn as quickly as humans in less than 10 years? How does it work for people who have not found a partner or abandoned seniors in nursing homes? This at the same time fascinates me and frightenes me. The good part is that we will find a cure for many diseases, we will live for more than 150 years. But when robots begin to create awareness, they will understand that the worst for humans are humans themselves. Leaders from all over the world need to prepare the population for this, and we’re not talking about a change in a century. By 2037, robots and computers will surpass human intelligence. What can happen when we lose control of these technologies?

Mobile
The way we use smartphones today is dead. The concept is from the beginning of the digital era. When we speak in digital, it is common to think of the internet, but the word refers to another origin: finger, fingerprint. And that was the big balcony of Steve Jobs: put the tip of your finger on the solution to a problem. And this is called application – where applications come from. If you need a car, for example, you click with your finger on an application on the phone and in minutes a Uber is waiting for you. The smartphone will continue to be phone, camera, alarm clock, but why would you want to put your finger somewhere just to ask for a taxi if you can just use your voice?

Social networks
Firstly, the exposure of private life and daily life must continue, as people do not care about privacy policies. But social networks will change a lot. Facebook will continue there because they understood the game very well, they are immensely clever at what they do. But the next big change will be in the way we look for things on the internet. We are in a moment of transition from words to images. You saw someone wearing a gorgeous dress on the street but did not know which store it is. How many words do you need to use to describe that outfit and what is the chance of you actually finding it on Google? The next step is to achieve very accurate results using only the camera of your mobile phone.

Big data
Brands are bending over the data, but there is not yet a professional who maximizes the potential of this information to the company itself. It will be necessary that this data analyst is also a professional connected to the strategic area of the business, thinking about product development and long-term planning. And it’s not a matter of size. All companies can use data to sell more. It’s more about organizing than about money.

Original article from Meio & Mensagem written by Luiz Gustavo Pacete

Cover Photo Credit: Disclosure