Juan Isaza de DDB Latina
Juan Luis Isaza, Strategic Planning / Social Media VP at DDB Latina, gathered in a report published on his website the topics that will impact consumer’s world in 2017. “The biggest opportunity for brands lies in reviewing the experiences consumers have and understanding how real and virtual spaces add value in the relationship with a brand.”He explains that brands will once again be forced to take part in many cases. “In a world in which many political or social causes will be debated out in the open, brands will have to state their position and not just in speeches, but in actions. Quotas of employee and provider diversity will continue to be questioned and brands will have to state what they think.”Brands, he says, will have the possibility of coming together and connecting and breaking walls between citizens. “With inclusive brand messages, talking about nearness and reconciliation.”Regarding multibots, he warns that easy access to forms of artificial intelligence -that help to offer clients a better service, mainly through “audioanswers”- are giving rise to the concept of an “audiophonic” user experience.“In recent years, many brands were obsessed over working on a frictionless user experience, almost looking simply at the user’s interaction. It is now time to look at the business models that could help brands consolidate this world without any frictions.”
