{"id":1286,"date":"2014-04-02T10:07:05","date_gmt":"2014-04-02T14:07:05","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1286"},"modified":"2021-07-29T18:17:06","modified_gmt":"2021-07-29T22:17:06","slug":"digital-trends-microsofts-latest-research-uncovers-consumers-lofty-expectations-of-brands","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2014\/digital-trends-microsofts-latest-research-uncovers-consumers-lofty-expectations-of-brands\/","title":{"rendered":"Digital Trends: Microsoft\u2019s latest research uncovers consumers\u2019 lofty expectations of brands"},"content":{"rendered":"

By Alyson Gausby, Consumer Insight Lead, Microsoft Canada<\/em><\/strong><\/h3>\n
\"Alyson
Alyson Gausby<\/figcaption><\/figure>\n

Our world is changing. If the last decade was defined by our hunger for new technologies, the next will be defined by our need for more human connections. Our infatuation with technology is starting to mature and we\u2019re expecting more from our technology and devices, as well as the brands we interact with on those devices. <\/p>\n

In Microsoft\u2019s latest Digital Trends research<\/strong><\/a>, we look at how brands can better meet these changing expectations, both today and in the future. I\u2019d like to take this opportunity to share some of our key learnings and hope you\u2019ll find some useful information to better serve your customers and\/or shape your next campaign.<\/p>\n

\"Value
Value Me<\/figcaption><\/figure>\n

For our first trend, Value Me<\/strong>, we found that Canadians are increasingly seeing their digital data as a valuable commodity and they\u2019re looking to exchange it with brands in return for something that\u2019s of value to them (e.g., offers and deals, convenience, or even more personalized and fulfilling experiences).<\/p>\n

Today, nearly half of online Canadians are interested in trading their data for rewards. The most common way we\u2019re seeing this is through loyalty rewards programs, like Loblaw\u2019s PC Plus<\/strong><\/a>. In exchange for tracking purchases every time customers are in store, the program provides offers and deals based on actual purchase history. <\/p>\n

This means that if brands want to keep learning about their audiences, they\u2019ll need to be clear about how they use data and offer these types of visible incentives. Once this trust has been built, consumers will be more willing to share information, leading to better on and offline experiences and deeper brand commitment.<\/p>\n

\"My
My Analytics<\/figcaption><\/figure>\n

Our data is not only valuable to brands though, it can be helpful to us, as individuals, too. Our second theme, My Analytics<\/strong>, is about self-quantification. Canadians are now gathering more data than ever via phones and wearables, on more aspects of their lives \u2013 from exercise and sleep to spending habits and mood. <\/p>\n

But where they\u2019ve previously tracked these things just for their own interest, they\u2019re now starting to pull together different data sets to arrive at more intelligent insights about their lives (e.g., do I run further when I eat better?). I\u2019m sure you\u2019re already familiar with products like Nike\u2019s Fuel band, but new technologies like Kiwi Move<\/a><\/strong> are now taking this trend a step further by tracking daily physical activities AND controlling household devices. <\/p>\n

Similar to what we see for the other trends, interest in My Analytics is highest among younger demographics; over half of Canadians 18-24 years old are interested in continuously analyzing their data using devices implanted in the body (compared with 27% total). <\/p>\n

Brands now have the chance to help consumers transform their lives by providing meaningful services. To do that, they need to intelligently aggregate data streams (even if from competitors) to create better end-user experiences. And, they\u2019ll need to provide consumers with opportunities to \u2018play\u2019 with their data to derive useful insights to actually use the data they\u2019re collecting.<\/p>\n

\"Intelligently
Intelligently On<\/figcaption><\/figure>\n

At the same time, we found that Canadians are looking to reduce the chaos of digital connectivity. IntelligentlyON<\/strong> explores the need for more intelligent and intuitive \u2018off\u2019 modes – technology that disappears, without completely disconnecting.<\/p>\n

Already, 41% of Canadians expect brands to know the right moment to talk to them. This means brands have to be mindful of context when creating and delivering content and need to make communications necessary (rather than hopeful) and relevant. But, in order to read our signals and respond to our needs, brands need to understand us as people, what we\u2019re doing and why.<\/p>\n

\"Age
Age of Serendipity<\/figcaption><\/figure>\n

Understanding consumers better is also key to our last trend, Age of Serendipity<\/strong>. As we spend more time online, consumers are looking for more human interactions with their technology. Forty-three per cent of Canadians already expect technology to deliver surprising tailored experiences that \u2018feel like coincidences\u2019. They want technology and brands to pleasantly surprise them by delivering relevant content at the right time and place and when they\u2019re in the right frame of mind \u2013 all without them even asking. <\/p>\n

Netflix <\/strong><\/a>is a great example of editing & curating content by providing recommendations based on stored preferences, past viewing history and what\u2019s trending to help simplify choice.<\/p>\n

Moving forward, getting to know the person, rather than just their demographic or online behavior, will be key to effective and impactful marketing. By combining information from different sources with insights from trends like Value Me & My Analytics, brands can make these interactions even more rewarding. <\/p>\n

Each of these four trends creates challenges and opportunities for brands to engage with consumers in ways that are seamless, transparent, relevant and useful. And, they\u2019re taking shape faster than you may think, so brands need to start planning for them today. Welcome to the future.<\/p>\n

Join Alyson Gausby on April 10, 2014<\/strong><\/a> for a webinar on Microsoft\u2019s newest digital trends. This free webinar is available to ACA members only. <\/em><\/p>\n

\n

Alyson Gausby<\/strong><\/span><\/h3>\n

As Microsoft\u2019s Canadian Consumer Insights Lead, Alyson is responsible for translating consumer intelligence into trends research to provide value for the Canadian marketplace. Alyson is a contributor to Strategy Magazine, frequent event speaker and her thought-leadership research is regularly featured at industry events as well as in the media. Prior to joining Microsoft, Alyson was Associate Director, brand & advertising research, with Ipsos UK and she has also held senior research roles with Crowd Science and comScore.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

By Alyson Gausby, Consumer Insight Lead, Microsoft Canada Our world is changing. If the last decade was defined by our hunger for new technologies, the next will be defined by our need for more human connections. Our infatuation with technology is starting to mature and we\u2019re expecting more from our technology and devices, as well […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[127,97],"tags":[280,244,205,281,282,283],"acf":[],"yoast_head":"\nDigital Trends: Microsoft\u2019s latest research uncovers consumers\u2019 lofty expectations of brands | Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2014\/digital-trends-microsofts-latest-research-uncovers-consumers-lofty-expectations-of-brands\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Digital Trends: Microsoft\u2019s latest research uncovers consumers\u2019 lofty expectations of brands | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"By Alyson Gausby, Consumer Insight Lead, Microsoft Canada Our world is changing. 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