In 1931, English author Aldous Huxley penned “Brave New World.” Huxley’s book was truly a glimpse into the future.
The book covered a variety of future developments, such as reproductive technology, sleep-learning, psychological manipulation, and classical conditioning that are anticipated to have a profound impact on changing society. Today those topics are mere commonplace. However, back in 1932, these were topics that the average citizenry couldn’t begin to comprehend.
Huxley’s book is referenced because we are at another crossroads in society—and in business marketing. For a second, reflect what technology is today and, potentially, can become in the not-so-distant future. It is truly a “Brave New World,” digitally. For marketers, it will take true forward thinking to get ahead of your competitors.
When you think about targeting your desired audience, remember that these consumers are always online. As consumers continue to rapidly adopt smartphones and tablets into their daily lives, we will continue to see shifts in behavior and within the dynamics of the digital landscape. Expect heightened digital engagement to be driven by mobile usage.
Leading shifts in mobile can be seen in social media, weather, gaming, and streaming audio (radio). App usage is expected to grow on the mobile front. Apps typically provide utility function that makes it easier for the user to gain access to desired information. Hence, it is easy to see why consumers are downloading apps onto their smartphones. This means more time spent with such apps.
Apple Inc. introduced the iPhone 6 which offers a bigger screen in what many would see as an attempt to minimize market share lost to competitors such as Samsung, which already had been selling larger-screened smartphones. The bottom line is: larger screens offer better video performance and a bigger advertising opportunity.
Here are a few implications:
- Expect enormous growth in mobile but not at the demise of desktop usage
- Consumers will continue to use multiple platforms to gain information
- Apps are a great means to gain higher time spent and can become a beneficial platform for content
- Growth in ecommerce is hastening into areas that typically consumers demonstrated some reluctance; such as: Retail
Small business owners should continue to develop and evolve marketing plans for 2015 and beyond. Consider developing a three-year approach. Take a page from Aldous Huxley and predict potential future consumer behavior and/or societal changes that can impact the business environment.
Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying” (self-help advertising guide), available at Amazon.com. Adele was listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: [email protected]
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