The Age of Serendipity

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Brands and technology have worked together to become experts on you, building a window into certain patterns of personal data. They might know the perfect outfit for you to wear, the tastiest food for …

Brands and technology have worked together to become experts on you, building a window into certain patterns of personal data. They might know the perfect outfit for you to wear, the tastiest food for you to eat and the most exciting ways to spend your time. Chance happenings are something that the digital world is playing catch up to recreate. But it’s more than recommendation or discovery. It’s the immense satisfaction of receiving something at the right time and place, having not even realized that you wanted it.

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  • 1. Microsoft Digital Trends Age of Serendipity What if? Brands and technology worked together to become experts on you. They might know the perfect outfit for you to wear, the tastiest food for you to eat and the most exciting ways to spend your time. Chance happenings are something that the digital world is playing catch up to recreate. As technology evolves, the more opportunities there will be to be pleasantly surprised. But it’s more than recommendation or discovery. It’s the immense satisfaction of receiving something at the right time and place, having not even realized that you wanted it. “I expect the unexpected.” So now? A florist monitors a social media site to find people they believe might need cheering up. The florist contacts people directly to get their postal address and sends a bouquet of flowers as a surprise. 20% love digital devices and services that provide them with new recommendations or content without actively seeking them out. Opportunities for marketers Retail, technology, entertainment, alcoholic beverage, CPG and leisure and tourism brands can all win big by delighting their consumers with pleasant surprises. By combining information from many different apps with insights from other trends like Value Me and IntelligentlyON, brands can make coincidences even more rewarding. Example: Music streaming companies do this well now. They play a song from an artist you may not know based on your playlist. Consumers are eager to hear from brands based on their preferences, especially if it feels unexpected. Learn more about this and other digital trends at advertising.microsoft.com/research, and contact your Microsoft Advertising account team to discuss how these insights can impact your digital strategy Methodology Microsoft Advertising partnered with IPG Mediabrands and The Future Laboratory to conduct quantitative with earlyadopter consumers aged 18-34 n=45 and qualitative research with heavy internet users during January-March 2013 n=8.805 in the UK, USA, China, Brazil, Sweden, and Czech Republic.