When examining the major tech trends that will potentially bloom and blossom in 2018, I felt it necessary to first take a step back and evaluate roughly where 2017 ended and 2018 began. Not literally, of course, but purely in terms of where one trend ended and another began, as so many of the trends I discovered this year when I consulted my digital Rolodex of talking heads, were more progressions from the trends of 2017 than brand new ideas. That's very much indicative of the tech world as a whole in 2017/2018 though, we're sitting on a precipice, with each year bringing a gradual improvement or 'evolution' before we inevitably stumble off the cliff edge and right into an episode of Black Mirror.
Many of the trends examined below voice concern, but there's also a lot of positivity hidden amongst these prognostications. There's is also plenty that relates to the worlds of advertising and design, of course (that is our bread and butter after all), but I will also be compiling separate pieces for those industries before the end of the week.
For now, however, sit back with you smart coffee in your smart chair wearing your smart pyjamas (too far?) and prepare to absorb the wisdom of some of the wisest creatives in adtech town.
Dean Taylor, UK Director of Creative Strategy at Momentum Worldwide, on how our brands will update us with post-purchase updates to increase consumer confidence.
"As we move into 2018, expect to see the customer experience evolve into a world in which B2B and B2C products have ecosystems that allow them to improve long after purchase to keep the customer engaged, drive long-term loyalty, and provide post-purchase reassurance that their money has been well spent. Amazon Echo is already using this approach (routinely alerting us to new features the device can support), and Tesla vehicles receive “over-the-air” software updates that add new features with onboard tutorials. These post-purchase value offerings can help lessen consumers’ lingering anxiety relating to price point, or that a competitor’s product might have been the better choice. Expect to see more brands embracing the post-purchase relationship, as they each fight for customer loyalty."