Media Coverage

6 Ways Technology Will Change Consumer Engagement With Brands

Six Insights by Collective’s Adam Harris.

In the years before brand engagement was “A Thing,” consumer interaction with brands was limited to TV ads and in-store end-caps. Brands did not demand “moments” from us, nor did they even attempt to “surprise and delight” with anything other than their actual products.

But brand engagement is here to stay, and on the whole, that’s a good thing for everyone. I’ve come to enjoy the content created by clever brands, and look forward to seeing Oreo in our Twitter feed, Barbie on LinkedIn and Dove videos on Facebook. Beyond coupons and offers, brands are entertaining us on our mobile devices, educating us on social media and offering us helpful tools in our everyday lives.

As technology evolves, however, so will the way consumers engage with brands. New trends like the Internet of Things and Big Data are forcing brands to think about engagement points, end-user experience and consumer privacy in new ways.

With that, here are my six predictions about how technology will change consumer engagement with brands:

1. Bifurcation in privacy will take place between U.S. and Europe. Stateside, privacy issues will begin to ameliorate, allowing brands to pinpoint advertising to consumers’ needs on a micro level. However, in Europe, privacy will become even stricter and marketers will continue to face hurdles as they seek meaningful engagement with consumers. This has already begun, where cookies require express permission in the EU and IP addresses are considered private. So what’s the implication for brands? In North America, brands will build conversations, engaging consumers in more relevant and dynamic way. But brands that are marketed in Europe will have to rely on content as a proxy for audience, using engagement metrics to determine what resonates with their prospective customers.

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