The passage of time changes many things and modifies many of the elements that brands expect, defend or rely on to reach consumers. Technology evolves, the tools it makes available to brands also do so, and consumers themselves also change. The things that interested you five years ago have nothing to do with those that interested you 20 years ago, possibly with those that interest you now and surely nothing with those that will interest you in 15 years.

Therefore, brands are quite aware that what will work today will not work tomorrow and adjust their expectations and interests to these positions. A study by Adobe and eConsultancy has crossed the information on Albania WhatsApp Number List what brands believe is relevant now and what they believe will be in 5 years, studying the elements that will influence their decisions and their relationship with consumers (or that at the same time least they think they will) in these periods. The results are clear: what is believed to work today is not what is believed to work tomorrow.

In fact, brands do not even coincide when it comes to marking the great opportunities (today’s is not even remotely tomorrow’s) and elements that now manage to arouse little interest are positioned much better when brands are asked which ones they believe to be. they will be the most promising opportunities in 5 years from now.

You just have to start at the beginning. What do the brands think will be the element that will create the “most exciting” opportunities for them? Things change if you look at what companies see for 2016 and what they see for five years from now. In 2016 it wins, with 22%, optimizing the consumer experience. In five years, this position drops to 19% and what is positioned ahead of everything is data-driven marketing (the one that is marked by what the data says) that focuses on consumers individually, with the 21% of the votes. This opportunity is the third on the 2016 list.

They are not the only differences. Brands see the Internet of Things and connected devices with more potential in the future than in the present. In 2016 only 6% believe they are an exciting opportunity for brands. Five years from now, things change and the percentage rises to 10%. Location-based services that allow adding time and space information to the relationship with consumers are also seen with more potential in the future.

The future will not only bring new opportunities or see how other things work better, but it will also work as a kind of cold water jug ​​on some of the points that now arouse more interest. Five years from now, brands are less optimistic about the potential of cross-channel marketing, of videos as enhancers of engagement or of social media marketing. All of these points lose weight on the list of items that will generate exciting opportunities in the near future.

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