Mindshare released a survey on consumer trends and information that will influence marketers’ communication planning for 2022, finds that consumers are more attuned to return to social life. At the same time being more careful as well. It affects the information and consumer behavior that marketers and brands should apply in their marketing planning this year.
Khun Natta Piyawirotsathien, Head of Strategy, said that since we have been living with a pandemic for two years now. And although now we will inevitably enter the fifth wave.
But what the survey found was Consumers are more adaptable and have a better understanding of how to go back to life in society and with a more cautious approach. This is where we can see the consumer behavior trends that come back to live in society and affect the marketing plan this year.
- Returning to an almost normal social life with greater caution (Mindful Togetherness) which will affect the pattern of living together in the following ways
- Physical Community: Integration of physical + digital channels to enhance the experience and engage with consumers.
- Contactless Connection: The contactless experience will play an increasingly important role for the point of sale channel. Including product design that brings technology to make consumers more confident in terms of cleanliness and hygiene.
- Omnichannel Retail: Brands must adapt in the era. post-pandemic By combining information from various channels together, creating various touchpoints to facilitate purchase and receipt of products both online and offline.
2. Will consumers continue to exploit and maximize efficiency by staying home? (Homebody Economy?) which affects the lifestyle of consumers as follows
- Hometainment: or home + entertainment that a brand or platform should provide an experience for consumers that exceeds their expectations.
- Statement of Place and Space: Designing or creating a place’s value and experience with deeper and more diverse values and meanings.
- Survive or Alive?: Brands make consumers aware of living to do what they want.
3. Trends in which consumers reminisce about memorable moments of the past or various retro (Nostalgia Reminiscing)
- Down the Memory Lane: But anyway As we live in the digital era, this trend may be the use of technology to complement the consumer’s way.
4. The era of the virtual world (Live More Than One Life)
- Mega Metaverse: The strong trend at the end of last year which technology that brands can bring consumers to live in this virtual world Through technologies such as AR / VR, in addition to enabling brands to engage with consumers deeply. It also allows us to overcome limitations that cannot be achieved in real life as well.
- No More Middle Man: The emergence of blockchain has given rise to what is known as decentralized. (Decentralize) occurs as a result of decentralized finance that causes cryptocurrency That is also spread to the game and art industry as well.
5. An era where consumers pay more attention and care to things around them, including themselves, those close to them, and society and the environment (Brighter, Bolder, Better, Build Back). which consumers express in the form of
- Play a Part: Getting involved in social trends
- Well – Balance Wellness: caring about health
6. Technology will enhance the experience and journey of consumers more than before (Interactive Future)
- Voice, Visual, Video, and Virtual Assistant: That will stimulate and enhance the interactive shopping experience of consumers and fill the gap that consumers may have in mind between physical shopping and the online experience.
- Shoppable Media: Media that can be more than just building awareness and engagement or acting as a way to close a sale, it makes the journey of consumers tighter.
- In Control and On Demand: Technology and various online platforms will meet the needs of consumers in control. Manage when or what content will be accessed as convenient and appropriate.
Trends in the world of data that marketers should know
- Brands must have Right data, not Big Data.
- The era of collaboration between humans and AI (Precisely Human)
- Marketers need to pay more attention to 1st Party Data.
- The era of Metaverse and the preparation of data that will come with new technologies.
