WHAT DOES TECHNOLOGY MEAN FOR BRANDS?
Pearlfinders has released its latest annual Global Index research and with national and international news agendas being heavily focused on diversity issues in 2017 the new report shows that 33% of brands in Europe are planning to increase their marketing to female audiences during 2018.
Research for the Global Index is conducted throughout the year and sees some 10,000 interviews with brand marketers conducted to measure trends and to reflect the purchasing intentions of the brand at the time of interview.
Alex Charkham, strategy director at Fuse, contributed to the report, saying ‘Technologies and innovations that can help create experiences will become more central to brands strategies and will also mean greater accountability and measurement for clients, better linking online and offline behaviours/ identities. VR and AR have already started to be more consistently employed by brands.
The next step will be data and AI enabled frictionless personalised experiences, content distribution built increasingly around individual interests, technologies that allow audiences to become creators and tools that support better real-time data collation.
There is a watch-out here though for brands; in such a fast-moving landscape it will become even more vital to maintain a clear purpose and identity in order to ensure that innovative activations contribute to brand goals, rather than becoming an end in themselves.’
The Pearlfinders Global Index can be accessed here: https://www.info.pearlfinders.com/the-pearlfinders-index-2018