凯络-2021年凯络趋势报告：情商营销之年（英文）-2021.3-23页_4mb

Carat Trends 2021 Summary

Core Content

Carat Trends 2021 highlights the year as the "Year of Emotionally Intelligent Marketing," emphasizing the need for brands to adapt to the emotional and behavioral changes brought about by the pandemic and broader societal shifts. The report is structured into three parts: Societal Trends Shaping the 2020s, Hottest Media Trends of 2021, and Intersections Between the Trends.

Main Societal Trends

1. From FOMO to FOGO

• The fear of missing out (FOMO) has shifted to the fear of going out (FOGO).
• People are increasingly staying at home, leading to a rise in at-home media consumption (e.g., Netflix, Zoom, Twitch).
• Commerce has moved online rapidly, with omnichannel strategies becoming more critical.
• Brands need to offer remote-first experiences to meet the new normal.

2. The Donut Problem

• There is a shift in consumer behavior from city centers to suburbs, creating a 'donut-shaped' pattern of activity.
• Local media and services are gaining importance as people rely more on local connections.
• Platforms like Nextdoor and Facebook's Neighborhoods are seeing increased engagement.
• Retailers should consider opening local stores or enhancing local presence to better serve customers.

3. Connected Lives

• The number of connected devices in homes is growing, with the pandemic accelerating this trend.
• Devices like smart watches and fitness trackers are becoming more mainstream, with health and fitness being a key focus.
• Brands should explore the emotional connection consumers have with these devices and integrate services that enhance user experience.

4. Respecting Privacy

• Consumers are becoming more aware of and concerned about their data privacy.
• There is a growing interest in privacy-first services like DuckDuckGo.
• Brands must be transparent about data collection and ensure compliance with regulations.
• The concept of a clear value exchange for data is becoming more important.

5. The Great Divide

• Society is more polarized than ever, with increasing divisions on issues like race, gender, and the environment.
• Social media has amplified these differences, making it harder for brands to maintain a neutral stance.
• Brands should carefully consider which social issues to engage with and how to communicate their positions effectively.

Main Media Trends of 2021

6. The Camera's New Life

• Augmented reality (AR) and QR codes have become more relevant due to the need for contactless engagement.
• AR is now integrated into mainstream platforms like Instagram and Facebook, with over 180 million daily users.
• QR codes are being used for test and trace check-ins and mobile payments.
• Smart glasses from major tech companies are expected to make these technologies even more accessible.

7. Screen-free Media

• Voice and audio are gaining importance as a contactless way to interact with brands.
• Smart speakers and voice assistants are becoming more common, and brands are expanding their audio strategies.
• Audio can be used for advertising, voice search, and brand identity.

8. The Decade of Paid

• More people are paying for content, leading to a decline in free ad inventory.
• Brands are shifting towards sponsorships, partnerships, and content integration to maintain visibility.
• High-quality, paid content is becoming a more sustainable model for advertising.

9. Responsible Media

• Brands must ensure their advertising does not support harmful content or individuals.
• The focus is on brand safety and societal impact, with platforms actively removing harmful material.

10. The Metaverse

• Gaming is evolving into a more social and interactive space.
• The metaverse could become a new platform for social interaction and commerce.
• Brands should explore opportunities for virtual shopping and social experiences within games.

11. Social Screening

• People are watching content together online, even if they are physically apart.
• Platforms like Twitch and Facebook allow for shared viewing experiences.
• Brands can leverage this trend by creating interactive or communal content experiences.

12. Connecting the Dots

• Tech giants are integrating their services, making them more powerful and central to daily life.
• This integration creates new opportunities for brands to reach consumers through these ecosystems.
• Brands should consider how to navigate these interconnected platforms and leverage their data and reach.

Key Takeaways and Recommendations

• Emotional Intelligence: Brands must demonstrate empathy and meaningful communication to build trust and loyalty.
• Local Engagement: Embrace local living and media trends to connect with consumers in their immediate environment.
• Privacy Awareness: Ensure data practices are transparent and aligned with consumer expectations.
• Technology Adoption: Leverage AR, QR codes, and screen-free media to create immersive and contactless brand experiences.
• Social Responsibility: Align brand messaging with social values and avoid supporting harmful content.
• Content Integration: Move beyond traditional ads by integrating into paid content and creating shared digital experiences.
• Platform Synergy: Understand the evolving role of tech giants and how they shape consumer behavior and brand access.

Conclusion

Carat Trends 2021 underscores the importance of emotional intelligence in marketing, especially in a post-pandemic world. Brands must adapt to new societal behaviors, embrace emerging media technologies, and navigate the complex landscape of privacy and social responsibility. The report encourages brands to think creatively, strategically, and empathetically to build stronger, more meaningful connections with their audiences.