The Hanover guide to the top upcoming things that may influence your marketing and communication decisions.
One piece of technology we didn’t expect the resurgence of was the somewhat strange black and white square complicated barcode, which were once thought of as the next big thing, only to be relegated to digital history. However, with the need to supply a quick and convenient way to show menus, check in to locations for tracking or simply to order - the QR has been reborn. For brands and marketers, this means a learned behaviour of our audience is now available for use, and something to consider to extend, connect and capture value from engagements with your target audience.
With lockdowns, restrictions and (ever) changing rules; we have all become experts of dealing with these changes, quickly pivoting from in-person to virtual. A by-product of this, is our expectations of what these online experiences offer, and for you that means that events, activations, even stunts cannot just exist in the physical space, there must be a way to experience them virtually and personally. This focus on hybrid events and experience offers a benefit too, in the reach of the experience and the ability to engage the community and audience without their having to be physically located close by to the activation. This change, however, means the stakes are high with events, and you must consider engaging and connecting with the online audience, as much as you would the physical.
For years, we have seen the trends of VR, AR, AI and the like becoming the big trend for the future - and it has yet to pay off. However, with Facebook’s acquisition of Oculus, and their focus on making VR a valuable experience, working through the kinks and issues - and with the recent announcement of their glasses - it seems VR and AR are back on the table, and unsurprisingly Facebook are in the lead.
With their focus on being the centre of the web, these recent moves show business strategy pay off - with an already closed ecosystem of Facebook brands including Instagram, WhatsApp, Workplace, Messenger the Facebook platform - Zuckerberg not only has the data but also the means to create experiences, and connect them effortlessly between work, leisure and online life. However, with the burgeoning monopoly cases in the US, the future may not be smooth, but it certainly looks to be focused on blurring if not removing the line between online and offline life.
Whilst it’s not without its own issues, TikTok has watched and learnt from its contemporaries and what matters to its content creators and its audience; to deliver content which matches interests, to keep the focus on the people you follow, not those who pay for attention, and to give the content creators power, and inspiration to create content which connects with their audience.
In return, TikTok has become the fastest growing and biggest social media platform. This coming year we predict the extension of the small advertising offer to a richer experience, but with a focus on quality content, not just pay-for-play, and with this, opportunities for creativity and connection to audience, yet unavailable on this scale. Coupled with the expansion of advertising and partnerships in the UK - next year looks to be an extremely exciting time to get involved, and if TikTok is not part of your plan, it certainly should be.
Trend foresight delivered by: Adam, Group Digital Director at Hanover Communications