Increased incorporation of event/activation tech to provide an elevated experience:
Activation technology has traditionally been seen as an auxiliary medium for many marketers. Yet, in 2018 consumers responded overwhelmingly to multi-sensory experiences – a trend that shows no signs of slowing. So, this year, we watched all the ways various tech tools could be used to deliver a near-complete sensory experience for consumers in activations around the globe.
Expanded adoption of artificial intelligence:
AI’s application has expanded well-beyond event-related communications, such as with chatbots. They offer greater means for individual attendee content tailoring and for helping build emotional connections at events. In 2018, for example, Amazon and Google wowed consumers with brand activations that used AI devices. In NYC, Google erected a six-hole, pop-up mini golf course, each hole’s obstacle activated by Google Assistant. This was among other creative, large-scale campaigns at the year’s most popular events, SXSW and CES. Yet, as brands integrate AI into all facets of their marketing operations, this year expect other innovative examples of AI being used to engage consumers in-person.
Higher involvement of the conscious consumer (Gen Z)
In 2019, we’ll see a different kind of challenger brand taking the lead. Its driving force will be change brought by Gen Z.
Over 70% of brands globally are approaching the Gen Z to get their word out, through collaboration events and activations.
A recent survey reports that 60% of consumers in this generation get behind brands that share their same beliefs. Over 50% choose to buy from those that are “socially conscious.” This allows brands with any type offering to positively influence consumers.
Source Inspiration: Forbes