Global marketing agency, Dentsu Aegis Network has launched the latest edition of its Digital Society Index (DSI) survey. The study highlights the change in relationship between consumers and technology, as consumers have begun interacting with technology in a more positive way than ever before. The survey ran between March-April 2020 – the peak of the pandemic around the globe – analyzing the views of 32,000 people across 22 markets in terms of people’s relationship with technology, the knock-on effect on their well-being, as well as their connection with friends and family. Here are the key highlights –
Power of Connection
Reversing the techlash?
In the future brands will be expected to play an integral role in helping people to stay happy and healthy. How they engage with consumers through digital technologies provides a powerful lever to deliver on this objective. The report has highlighted a few suggestions that brands can utilize, to ensure that their use of digital technologies supports consumer well-being.
Create helpful experiences
Brands need to shift from thinking about selling more products to meeting fundamental needs, which ultimately will realize more value over the full consumer lifetime.
Be available, not omnipresent
Reinforce positive actions with positive messaging
Maximize the immersive potential of digital
Brands increasingly will need to look at how they can use more immersive technologies such as AR, gaming, and voice to understand how the interaction alters the consumers’ mood and ultimately help curate a more positive experience.
Marry increased commerce capability with brand-building
In order to differentiate themselves and deliver a positive, human experience through digital channels, brands need to ensure that equal attention is paid to building their brand in a way that appeals to consumers hungry for authentic, empathetic, and personal engagement.
Increase online safety
With conspiracy theories and fake news abounding during the crisis, brands also need to work harder to find ways of demonstrating the veracity and credibility of their messaging.
Anticipate consumer needs