What if… …intelligent packaging

dynamically responded to its

contents, so that you could

instantly see which items at

home, were nearing their

sell-by date?

…you could control your

home from your mobile

… or your finances

“How is your relationship

with technology changing?”

“What do you want now?”

“What will you want tomorrow?”

We asked :

45 early adopters

8,000 online consumers

A collaboration between Microsoft, The Future Laboratory & IPG Mediabrands

Value Me Creator Culture IntelligentlyON

Age of Serendipity Enhancing the Real My Analytics

Right to Anonymity

Niche Networks

8

The Right

to Anonymity

What this means for

brands

Brands will need to offer greater transparency over privacy controls and terms of use, featuring them prominently and making them easy to use.

Greater transparency will give greater trust. If you allow us to update our privacy settings,

65% of us are more

likely to buy from you.

No longer will we blindly allow brands to track and profit from our information without knowing where it goes. No longer will we post private content thoughtlessly to the web.

The Right to Anonymity

Snapchat and Secret.li allow photos, video and text to self destruct after a users determined time.

Brandyourself.com – a service that helps you manage your digital footprint.

Value Me

What does this

mean for brands?

Increased Consumer Expectation

44% expect all brands

to reward them for sharing information.

An Equal Party Reward us for our digital

information and 59%

of us are more likely to buy.

Expected Value Exchange

36% are happy

for brands to track and analyse their data in exchange for an optimised experience.

Value Me

Klout is a website and mobile app that uses social media analytics to rank its users according to online social influence via the "Klout Score“

Reputation.com a destination for users to keep tabs on their profiles are launching a “consumer data vault”.

Value Me

Xbox Live Rewards

Bing Rewards

IntelligentlyON

What this means for

brands?

Relevance The future will see brands knowing when to appear and disappear.

Earned Relationships Consumers will take control, and only allow services that are truly useful to then. Understand individuals not demographics.

Intimate Significance

54% of us expect

brands to know the right moment to talk to us.

Creator

Culture

What does this

mean for brands?

Collaborative Experimentation Brands must develop collaborative relationships with consumers opening themselves to consumers’ experimentation.

Creative Involvement Brands should find ways to encourage consumers in creating new products or services, whether tweaks of their own or entirely new experiences.

Hacking Openness

49% expect brands to

be open and allow them to create a new product or service by using the brands original design and features.

Creator Culture

Code.org

Arduino

19

‘Creator Culture’

Leading the way with 3D printing

• 3D print drivers bundled in Windows 8.1

• 3D printers on demonstration and on

sale in Windows Stores

Age of

Serendipity

What this means for

brands

Be the brand that delivers pleasantly surprising experiences outside the usual product portfolio.

Deliver us a pleasantly surprising experience and

61% of us are more

likely to buy from you. Relevance & timing is everything.

Build serendipity into loyalty programs to build longer term engagement.

Age of Serendipity

Osito – intelligent digital personal assistant creates magic e.g.wakes you early if there are delays on your commute.

Interflora – follows twitter and offered users a bouquet if they were unwell.

When advertisments is NOT OK When advertisments is OK

• Do not interrupt a state-of-mind

• Creepy tracking

• Pop-ups

• It’s not relevant

• Unreliable messaging

When is advertising OK? when serendipitous

• When I initiate

• Relevance (time)

• Relevance (subject matter)

• During my dead time/browsing time

• Be true to being an advertisement

• I want to discover, be

surprised

Serenditious advertising

“This is more art than advertising”

“I like this its more entertainment than advertising”

“This is really cool”

“I would buy this car”

Enhancing

The Real

What this means for

brands

Digital experiences will shift more to enhancements of the real world. Consumers will expect to experience a diverse range of offline products in a highly developed, digitally alive physical context.

61% of us are more

likely to buy from a brand that allows us to touch and feel their products wherever we are: in a store or on the Internet

47% already expect

brands to heighten everyday experiences by engaging more of their senses. This offers an opportunity for advertisers to stand out by appealing to other senses and connecting in novel ways

Enhancing the Real

Scentee – release a scent of your choice with touch or text.

Microsoft IllumiRoom – projected visualisations surrounding TV (floors & walls) to enhance entertainment experience.

Goertz – Virtual shoe fitting

Enhancing the Real

Scentee – release a scent of your choice with touch or text.

Microsoft IllumiRoom – projected visualisations surrounding TV (floors & walls) to enhance entertainment experience.

Goertz – Virtual shoe fitting

Enhancing

The Real

New sensor technology

• Control content and advertising with

controller hand or voice.

• Identifies individuals as the enter room.

• Measures heart rate which can control

content and gameplay.

Niche

Networks

What this means for

brands

Once they are granted access, brands have an opportunity to develop more meaningful relationships with their audience. Users on niche networks are more deeply engaged

Make genuine connections with our interests and

needs and 53% of us

are more likely to interact with you

This presents a big opportunity for brands looking to build closer and more rewarding relationships with consumers. Maintain credibility and avoid aligning with networks outside your niche.

Niche Networks

WhatsApp exploding in use already bigger than Twitter.

Nextdoor – private network to discuss local community matters.

Path – app only social network restricted to 150 friends grown 163% in the last year.

Base: Skype user study Europe: N=2,517

Niche Networks

Niche networks drive Skype usage

• 75% have between 1 and 20 contacts

• 70% not actively seeking new contacts

• 68% introduced through family or close

friend

My Analytics

What does this mean

for brands?

Focusing on aspirational elements of the trend and not on practical is key to drive deeper engagement

Naturally, health and beauty industries suit the trend, nevertheless most consumers expect all brands to help them to make improvements to their lives

55% of us are more

likely to buy a product or service from a brand that helps us to identify how we can make improvements to our lives

What does this mean?

• Put your consumers, their data and their privacy first.

• Get to know them intimately not just a demographic.

• Make every interaction necessary.

• Create magic moments.

• Nurture your consumers growth and self-development.

• Find the perfect partner in technology but move quickly.