SPOTTED THIS WEEK:

As with the start of any new year, there’s lots of talk about what will be big for brands and marketers in 2018. We’ve picked out four ‘hot topics’ that we believe will help brands deliver more Remarkable experiences to their customers in 2018 and beyond..

VOICE SEARCH

In the privacy of one’s home, we’re getting comfortable with the idea of issuing voice commands to our devices. This Christmas, Amazon reported a record holiday season for the Echo and more brands are using it to get closer to their customers. Diageo recently joined the rank of Echo apps with The Bar, its cocktail recipe and mixology service. Users can have Alexa talk them through the steps to making cocktails at home, save the ingredients to their shopping list and purchase Diageo spirits. By the end of 2018 it’ll be interesting to see just how many different types of products and services will be accessible through voice search.


SUSTAINABLE BUSINESS

SUSTAINABLE BUSINESS

Consumers around the world are growing increasingly aware of the impact human activity has on the environment and are looking to brands to help them make more sustainable purchases. For the fashion industry this has prompted some brands to transform the way they source materials for their products. With the destructive amount of plastic going into our oceans, labels like Adidas are working with partners to turn plastic waste into high quality fabric. The challenge will be to make these processes cost-effective so sustainable fashion can be accessible to all.


DIGITAL DETOXING

DIGITAL DETOXING

We know we need to disconnect from technology from time to time and yet apps and devices are essential tools for helping us monitor and manage our healthy routines. While the wellness trends of 2018 suggest that digital detoxing is going to be a priority for more consumers, that hasn’t slowed down the creation of apps that can help us do this. Take Forest for example; the app which lets you grow a virtual tree in exchange for not using your phone. Over time users can watch their forest grow and, in the physical world, help support tree-planting initiatives.

EXPERIMENTING WITH EXPERIENTIAL

Integrating technology into physical spaces is becoming more seamless, enabling brands to create more emotionally-engaging experiences. In 2017 there were numerous examples of successful brand experience campaigns and plenty of coverage of imaginative, quirky and highly-‘Instagrammable’ retail environments such as the Museum of Ice Cream. 2018 will not see a slow-down in experiential marketing, especially with the availability of VR and AR technologies.