2016: The Year Of The Experience

2016 is ready to reinvent tech as we already know it and harness its potential to create the most engaging consumer experience we have seen yet. Mobile taking centre stage is nothing new in a trends update and 2016 will be no different.

App adoption continues to skyrocket thanks to Google’s new mobile app indexing, which promises to provide higher ranking and visibility to companies with an app. That’s fine alone, but combine this with advertising through digital assistants such as Siri and Cortana (who are probably already sitting in your pocket!) and brands have an exciting opportunity to further their reach. Research conducted by Google that found 55% of users under 18 use this voice based platform more than once a day compared to 41% of adults.

Connected devices and sensors, whether in your home, car or clothes are also set to go mainstream in 2016 due to both the cost and size of the technology decreasing, however ensuring users are protected from identity theft and fraud will be the ongoing challenge here.

Moreover, virtual reality experiences involving taste and smell are set to gain momentum as the result of growing interest from consumers and the coverage that follows. Microsoft and Facebook have offerings in the VR field, as well as many other companies who are beginning to reveal what in-home and in-store experiences could offer in the near future. On a similar note, 4D cinema is predicted to explode this year following a surge in investment after the first 4D cinema in Europe opened in Milton Keynes in February 2015. Again, the senses are the focus here with moving seats, wind, water and smells thrown at the audience to match the film plot. I can’t wait!

And importantly, how will we measure the effectiveness of advertising through these new technologies? It will feed into our connected measurement analytics. In using our systems thinking approach, we will be able to determine the extent of its impact on a brands KPIs, in both the short and the long term.