In recent years, there have been absolutely seismic changes in the technology and marketing industry . These changes (revolutionary and almost unmanageable) are the pillars on which the future rests. And based on the dizzying nature of these changes, the future often fills human beings with anxiety .
There are, however, many reasons to look to the future with hope. After all, the future is not something we enter into, it is something we create together . With this powerful phrase , Lynne Kjolso, Vice President of the Global Advertising Business Team at Microsoft Advertising, began her presentation at Online Marketing Rockstars ( OMR ).
What is clear is that in recent years the future that some fear so much has stepped on the accelerator. “During the pandemic we experienced the equivalent of 5 years of digital transformation in just a few weeks ,” Kjolso emphasizes.
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We are facing an absolutely rapid transformation and consumers want brands to guide them through this transformation and help them give it meaning. We must bear in mind, however, that stripped of the human element, any digital transformation, any technological change, is absolutely irrelevant.
"Technology and humans are inextricably linked in the future that looms on the horizon," the Microsoft executive stressed .
Proof that technology is human is that it (unavoidably) puts the consumer in the pilot's seat (and no longer relegates him to the co-pilot's seat). Consumers are increasingly jealous of their privacy and that is why, when it comes to compiling data about them, brands must bet on the creation of collaborative synergies.
“Consumers want to regain control over their own data and want to develop qatar number data a relationship with brands that is mutually beneficial to both parties ,” says Kjolso.
Respecting consumer privacy is absolutely essential to earning their trust . “Only in this way will brands be able to convince customers to give them their data in exchange for being treated to the content they really want,” says Kjolso.
To win over an increasingly demanding and elusive consumer, it is also vital that brands do not treat the consumer as a mere target. "They must forge a cooperative relationship with him ," says the Microsoft executive.
When it comes to engaging with consumers, brands must also provide them with the tools they need to make the world a better place. “ It is essential that brands really focus on what concerns consumers ,” says Kjolso. And that means getting involved and taking a stand on issues such as sustainability and equality.
When hanging on to issues such as sustainability and equality, brands must nevertheless be aware that any hint of self-righteousness on their part will be immediately detected as such by the consumer. This is especially important when we take into account that 85% of consumers only consider purchasing from brands they trust.
One example of Microsoft's commitment to equality is the "Xbox Adaptive Controller ," a device designed by engineers passionate about their work to help people with mobility problems dive into gaming without restrictions.