The changes in business models that we have seen in recent decades have led companies to rethink their approach to the consumer. In this way, we have seen leading companies like Unilever, DeWalt and Lego strengthen ties with their customers. It is no longer just about offering products that respond to the needs of users in a generalized way. Instead users must now be included in the design process as creators.
For this reason now more than ever it is necessary to carry out periodic analysis of our approach to the user. In this sense, we have made predictions of fundamental issues to take into account when designing during 2018.
Personalization and more personalization
Wow, this page knows me better than my mother! That is the expression that we are looking to generate in our users. It is about the consumer being able to obtain a experience tailored to your needs. For this, brands seek information by comparing their interests, likes, likes, etc. For this they use systems that analyze data by measuring their psychographic characteristics. Although this type of customization has been around for a while, the improvement of technologies and the growth of programming knowledge will make it possible to go further. Imagine being able to give each user a specific content particularly attractive to each individual. In this way, we will possibly see web pages in different colors according to each user.
The voice takes command
In 2017 we saw all stores fill up with voice commands like Siri, Alexa, and Google Home. With the improvement of Artificial Intelligence behind these devices there is only one possible path. From now on, marketers and companies will want to start dedicating their efforts to creating content related to this technology. Designers should be interested since we may be before a decrease in digital visual content going to audiovisual content.
Imagine that in the not so distant future you will be able to buy airfare by simply telling Siri or Alexa to buy it for you, while you cook dinner.
Google will continue to select only the best content
The rapid growth of AI-based systems has led to improvements in the systems used by search engines. We must be especially vigilant now that Google has invested billions of dollars to improve Alphabeth Inc. This is a search engine that uses the highest technology to perform searches based on image content recognition and voice recognition. In this way, according to Sundar Pichai, Google's CEO; we will be before a stage where artifacts listen to us, look at us and interact with us.
But what is the problem with that? So that these systems can work will require a controlled scenario. So if we want to be relevant now more than ever we will have to make sure our content meets all Google standards and specifications, or maybe we should call it the Eye of Mordor? The truth is that the importance of SEO position, content and optimization will continue to grow more and more.
Tells a story
With the great diversity of products and brands that we see today it is easy to get lost in an ocean of offers. It is no longer enough to offer products for a particular segment. Now it is necessary that the user feel identified with the product or brand that we propose. For this, the best tool we have is storytelling This is such a powerful strategy that the best brands have used for years. Creating a story will help mobilize the consumer so i can empathize with the product and the brand. In this way, you will feel heard, understood but above all, identified. And if we go back to the first paragraph where we said that design tries to understand the user, then a brand that shows that it understands it will end up acquiring greater value and recognition.
Videos everywhere
It is already known that multimedia content in video has come to occupy the stellar place on the design stage. This year it will be essential for brands to generate dynamic content to survive. The reason for this is the growth of an audience that has a short attention span. In this sense, although we will see voice searches grow, we will have to generate content that differs in a digital space crammed with information. The best option is to create video content that calls the consumer to interact, for example showing stories of other consumers or showing behind the scenes of the brand.
So now that you have some keys to the marketing trends that this year will bring, put them to use. It begins to design products and services with a vision that helps improve the quality of life of users.