09 Jun

Tech Trends & their Impact on Brands – Volume 1

Tech Trends & their Impact on Brands


Over the past decade, different technological advancements have taken center stage in various facets of our daily activities, at a searing pace. However, it is quite a challenge to incorporate various innovative technologies to the overall user experiences through effectual, compelling and seamless transitions. Studies have revealed that some of the most popular technology solutions on the block are those that are invisible―the ones that are ubiquitous, yet virtually unobtrusive. In the long run, brands must understand that it will all boil down to leveraging the right form of technology to create relevant and robust experiences to reach out to their target audience.



Touchscreens are all the rage on multiple types of devices. This all-pervasive technology is omnipresent in our mobile phones, computers, tablets, interactive tables, walls, GPS navigation devices, windows and personal digital assistants (PDAs)―the list is endless!

In fact, touchscreen technology is not a new phenomenon as it has been around for several decades, albeit in core markets, for example, the automated teller machines (ATM) systems. But its potential, popularity and acceptance levels have burgeoned recently, thanks to the massive strides we’ve taken particularly in advancing the technology and reach of music devices and mobile phones.

One of the most important factors in the extraordinary success of touchscreen technology is its cross-generational appeal and capacity to evoke hitherto unrealized heights of audience engagement, enveloped by a strong emotional connect. In more ways than one, this is reality based interaction at its very best. Users have a sense of belonging and control as they browse through tons of content at their convenience. Touch screens enable people to dictate expectations and ultimate experiences through seamless interactions.

Having said that, it is noteworthy that today companies are neck-deep in determined market research; and are keen to explore how better they can serve their target audience by capturing data on prevalent trends and perceptions. With the onward march of smartphone technology, we can hope to see these devices assume greater significance, in newer environments and contexts. Wearable technology touted as the next big thing, has already caught the imagination of people around the world.



Smartphones have done away with our need to stay rooted before a desktop device. The freedom afforded by this unique digital innovation is priceless. Little wonder then that millions of mobile phone users swear by this technology and cannot imagine a day without it.

Live experiences are the pivot of these interactions; and companies that quickly realized its vast potential turned to make headway in the favorite and simple concept of “BYOD” (Bring Your Own Device). Enterprises utilized this tendency through a bunch of attractive propositions that included crowd interaction tools, event information, extra VIP content and also gamification facilities. The major plus point is that BYOD enables participants at an event to make use of technology their familiar and comfortable with, rather than thrusting new and untried technology down their throats.

In the final analysis, BYOD makes the home run effortlessly as users tap into their own devices to enjoy a range of live experiences at their pace. Further, this encourages greater levels of social sharing and supports the acquisition of comprehensive audience data.



Big data as we are all aware describes any voluminous amount of structured, semi-structured and unstructured data that has the potential to be mined for information. This is precisely the reason why Big data is a veritable treasure trove that casts an impression on the way things work globally. We have never had the power of commanding such a great deal of rich and varied information within our reach. But the crux of the issue lies in our ability to mine this vast reserve of data and transform it into a practicable and pertinent repository.

The signs are already present in our midst, with companies implementing data in the form of infographics to enhance audience engagement. At the same time, experience metrics and social monitoring methodologies are on the upswing.

Back in the day, brands had little option but to depend on word-of-mouth or anecdotal research to measure the success of either a single campaign or the performance of their company annually. Such archaic methods were tossed out of the window, as new and improved measurement strategies backed by cutting-edge technology made their debut. We can, therefore, collect impressive amounts of data regarding consumers, their overall experiences and more in near-real time.

(To be continued)