Brands are now all present on social networks and on the web in general. They produce relevant, engaging content and they regularly launch campaigns to work on their image and notoriety.
However, it remains a fundamental element, on which a lot of work is to be delivered to gain the confidence of consumers. It’s about knowing get closer to the consumer if brands want to succeed and thus shape their future. It is therefore necessary to know them better, but also to bet on the expectations related to the environment in particular… but not only!
Brands must get closer to their consumers, so that together they can shape the future. 3 elements are essential for brands that want to succeed tomorrow: technology, data, people.
It is within the framework of this rapprochement between brands and consumers that Talkwalker, consumer intelligence platformintroduces us to his Shaping tomorrow report.
The future of brands
A brand cannot exist without consumers and as such, they must consider them and always meet their needs. With the amount of data that brands have, the technology, but also the many tools, it is time to back to human. This future can moreover quite fit into a digital transformation for brands and businesses.
If brands want to succeed tomorrow and shape the future, they will have to rely on consumers and be very reactive in the face of the unpredictable. Coming out of the crisis, many brands were unable to recover, failing to take a new turn, adapt andinnovate in a situation which has created a clear fallback towards digital, and more particularly on the Internet.
However, communication is governed by codes, and consumers do not all have the same expectations when it comes to the net. Moreover the different generations X, Y and Z are not all on the same channels and they all consume information differently. It is therefore a question of understand the consumer beyond the relationship he has to a product, but also to the environment and everything that revolves around it. You have to put yourself at his level, and know how to communicate where he is present, according to his expectations.
So you have to be able to entertain if that’s what he’s looking for, produce professional and relevant content for others, etc.
Influencing factors (intelligent marketing) and ecological issues are to be put on the front of the stage, and it will be necessary to be strong on these subjects to gain consumer trust.
Communication should no longer be monotonous if it were to be related to the voice, but rather it must mutate, adapt, innovate, test, take risks and above all show evidence of listening. In the years to come, brands will have to learn to step aside on what was absolute knowledge yesterday. Everyone must become a collaborator and unite to move forward, by pooling their knowledge and ability to see the future.
Tomorrow is an unknown, unpredictable factor that requires special attention and a more lasting rapprochement and engaged with consumers.
We must now shape our brand for tomorrow and fully integrate respect for the planet!
The Shape Tomorrow Report
In this Shaping tomorrow report which is at the initiative of Talkwalker, you will discover how the relationships engaged with consumers today will redefine the future of brands. Reporting on many issues and changes in consumption in the aftermath of the crisis, Talkwalker accompanies you with many examples and insights on the subject.
The environmental and social projects are at the heart of consumer concerns and it is up to brands to seize them to meet new expectations. If consumers are constantly adapting to changing phenomena, brands must also follow the same path.
How can you shape the world of tomorrow… …when you can’t predict today?
The biggest hurdle brands have to overcome is the growing gap between them and their consumers. There is a critical disconnect between what brands say and what consumers expect from brands.
Only 33.1% of conversations are shared by consumers and brands. Brands do not participate in more than half of the conversations (54.1%), while 12.7% of conversations are led by brands, but do not resonate with their audience. (Sources within the report)
The Shape Tomorrow report is the ultimate guide for the consumer of tomorrow! The one that the brand must know to get closer to him and create a proximity in line with his expectations.
What is the future that consumers want today?
Consumer conversations never stop! It is through these exchanges, speaking out and sharing that we discover consumers. Thus, by analyzing consumer expectations of 100 international brands over a period of 2 years, Talkwalker was able to identify the different areas in which consumers expect brands to work.
More than a guide the Shape Tomorrow report from Talkwalker sheds light on the future of brands. It is thanks to the power of the consumer intelligence solution that they put at the service of brands, that they can thus understand the future and what will shape their future.
Are you ready for tomorrow?
Discover the Talkwalker solution
In a world where everything is going very fast and where consumers are becoming more and more demandingit is becoming important to be able to follow trends and changes in consumption.
Thanks to billions of insights analyzed to reflect customers as closely as possible to reality, Talkwalkerwhich is a consumer intelligence solution, thus saves valuable time for brands and companies in developing their strategies and making business decisions.
The consumer insights at the service of the most influential brands
Discover the Talkwalker solution in video :