In the coming months, the way in which enterprises interact with consumers will continue evolving rapidly. Once the perception of a gap between consumers and brands was overcome, a new era started with corporations now working in an increasingly decisive manner in the field of qualitative interaction and long-term relations. Our Consumer Engagement team, led by David G. Natal, describes in this report of d+i LLORENTE & CUENCA some of the main trends that will mark these complex relations in 2015.
The normalization of Content Marketing, the boom of Branded Entertainment or the hegemony of mobile communication will create a new landscape in the field of consumer-brand relations. Thus, in the coming months the importance of wearables, gamification, experiences or right time marketing will continue growing. Communication will evolve towards the personalization that Big Data enables, while the media will have to play their own commercial role through native advertising. At the same time, the rise of collaborative economy will be the spearhead of a phenomenon that all the aforementioned trends share; the increasingly important role to be played by consumers in the field of commercial communications.
Adolfo Corujo, Partner and Managing Director of LLORENTE & CUENCA in Spain and Portugal