A second pillar in consumer trends for this year and for the market recovery involves, as I mentioned above, the consolidation of digital as a leading environment in marketing strategies, purchasing relationships and as the basis for creating relevant consumer experiences.
In this sense, the extensive Deloitte Global Marketing Trends Consumer Pulse research indicates that 63% of consumers will use more digital platforms even in a post-pandemic scenario.
Reinforcing this perspective, in 2020, according to the Webshoppers survey, e-commerce grew 41% (the highest increase since 2007), while spending on delivery saw a significant expansion of 149% last year (according to data from the startup Mobilis). All this growth, combined with Brazilians' greater familiarity with the environment, should reinforce the search for practicality, agile service channels and, once again, the reinforcement of digital marketing strategies.
These points, in turn, go hand in hand with the use of new honduras whatsapp data technologies that support marketing professionals and customer success areas in building more fluid and immersive experiences on the web.
Within this context, “Trends: Consumer Behavior 2021” pointed out trends ranging from the expansion of the use of QR Codes for payments and different forms of interaction with brands to the use of augmented reality and virtual fitting rooms for product interaction/trying.
Given all these perspectives, the central quest must be guided by improving the user experience in the digital environment. It is no coincidence that, according to Deloitte, platforms, applications and solutions that are concerned with design – and consequently, with the usability of their tools – are 66% more appreciated by consumers.
Responsible consumption and accessibility
It is also important to highlight that changes in the profile of the contemporary consumer also involve an expansion of awareness of issues such as responsible consumption and technological empathy.
Returning to Trends: 2021 by the SA365 agency, an increase in concern for social causes, companies' positioning in the face of crises and environmental issues was identified. This point, in parallel, requires a more active communication and marketing strategy from brands, in order to reinforce their own values.
And the directions of this future include the so-called technological empathy and respect for digital accessibility; issues that are currently of interest to all of society, especially in light of the expansion of consumer relations on the web. In this sense, searches for the term “accessible technologies”, for example, grew 170% last year, according to Google Trends.
These perspectives, in the end, indicate, in my opinion, that, currently, having good marketing professionals or just good products, in and of themselves, are actions that are not enough. Consumers are interested in what your brand has to say, in what it can provide in terms of knowledge for customer empowerment, in its positioning on important social issues.
These are reflections that, as professionals, we need to absorb so that we can create close relationships with agents who, at the same time, want practicality, information and transparency from the brands, products and services that they have chosen, with increasing criteria and autonomy, to consume.