Five ways marketing will change in 2018
Envirosell (Thailand) has unveiled its “five consumer lifestyle trends” for 2018, noting that marketing experts must alter their tactics and communication approach with consumers.
The shopping research consultancy says the traditional “marketing mix” no longer works because technology is transforming people’s lifestyle in many ways.
Sarinporn Jivanun, managing director, Envirosell Thailand, a subsidiary of Index Creative Village, said: “Nowadays, technology plays quite an important role in our daily lives. It transforms consumers’ lifestyle in differents way relating to interaction, communication, beliefs, sales and socialising.
“This forces marketing experts to change their way of thinking, their way of communicating and other marketing tools continually in order to meet the consumers’ demands at the highest level.”
According to her, the main five trends that will transform lifestyles in 2018 are:
Consumers will depend on interacting with technologies without any human support;
Consumers will change from believing in commercials, reviews, and word-of-mouth to using “genius” assistants;
They will take pleasure in engagement with games, where they can be buyers and sellers at any place and any time;
They will focus on livestreaming and “authentic experiences”; and
They will socialise more through screens and with “digital humans”.
“These changes forces marketing experts to change they way they approach consumers, since technologies are playing a more important role in consumers’ lifestyles,” Sarinporn said.
She said marketers would have to invest in technologies that meet consumer demand at the highest level, such as artificial intelligence, robotics and virtual reality.
