Doing business in a hyperconnected world – a help or a hindrance?
We live in a hyperconnected world. Every single moment of every day, the majority of people are connected to some form of technology.
From always-on smart wearables and smart tech in the home to active participation in technology with smart phones, streaming services, gaming and so much more.
What does this mean for brands looking to leverage technology in both product and brand communications?
Well, there are potential communication opportunities for brands to find growth in a hyperconnected product world by asking…
How can we hyper-connect our consumers to make their lives better?
We need to consider brand communications in a hyperconnected world. Consumers are consistently flooded with brand communications, and they can directly and instantly engage with these messages across multiple channels. It’s difficult to stay on top of every story or trend. And, even if you’re aware, it’s hard to know what to engage in and how best to speak to your consumers. It’s challenging to maintain a consistent brand persona and identity when there are so many different platforms to show up on to provide something of value, above and beyond another brand. It’s important to be a genuine brand on the latest platform, not just a business jumping on the bandwagon.
So, the next question is…
How can our brand better connect with our consumers using existing technology solutions and partnerships?
We understand that consumer emotion drives behaviour, opinion and desire. We know it’s important to capture all these through crowdsourced mixed methods, delivered by synthesised analysis and smart recommendations. Let Catalyx help you put the consumer at the heart of your business decisions in this hyperconnected world.
And, finally, a talking point…
Where does this hyperconnected world lead? Some suggest that live stream shopping will be the next big thing. TV shopping has been a staple of channel guides for many years, but live streaming the experience appears to be putting a rocket under the industry.
For example, Taobao Live sold £5.3bn-worth of goods in China in one day! And Coresight Research are predicting that the US live stream shopping market will be worth $25 billion in 2023. So, how does this happen?
Well, a live stream shopping event dives fully into our hyperconnected experience. It is an interactive broadcast, normally fronted by social media influencers or well-known personalities, where viewers can ask the host questions about the products that they sell.
Items appear on screen (promotional videos, how-tos etc can all be shared); consumers can discuss events across multiple channels; and, importantly, products can then be easily purchased via e-commerce platforms. It makes it a much more interactive online shopping experience but is also perceived to be more personal.
A large number of sectors are already using live-stream shopping to sell products ranging from shampoos and skin creams to cars and even houses, and it highlights how it’s easier than ever before to bring a large group of similarly minded consumers together across whole countries or event continents.
- What do you think? Is live-streaming the ultimate way to take advantage of a hyperconnected world – or a short-term distraction before a bigger idea takes hold? We’d love to hear your thoughts on our LinkedIn page.