A new Microsoft study has identified eight digital trends that impact the digital advertising landscape and are essential for brands to recognise to be effective in their advertising campaigns. 

 

The study explored the opinions of more than 8,000 respondents across Europe, US, Russia, Brazil and China, with the objective to analyse consumer habits and expectations across these diverse markets. 

 

It provides a benchmark for brands to better understand consumer behaviour, needs and attitudes, and presents future opportunities for more effective engagement. 

 

It found that ‘Internet is not a novelty anymore and the consumer is the first priority.’ In this context, the trends include Value Me, My Analytics, The Right to Anonymity, Niche Networks, Creator Culture, IntelligentlyON, Age of Serendipity, and Enhance the Real. 

 

The study is among the many topics being presented by Microsoft at the upcoming Dubai Lynx International Festival of Creativity, which runs till March 12 at the Madinat Jumeirah.

 

Also being presented is ‘A Perfect Blend: meshing creative storytelling experiences with never seen before insights’, which will explore how unique creative ideas and solutions define new kinds of experiences for brands. 

 

Natasha Hritzuk, global senior insights director, said: “With the current onset of different devices, platforms and apps, consumers now face increasing information overload and expect brands to use available technology to connect with them at the right time. Recognising these digital trends is vital for brands to effectively reach out to their customers spanning a wide range of demographics, geographies and cultures.”

 

The Digital Trends research was conducted by Microsoft, IPG Mediabrands and future forecasting consultancy The Future Laboratory. 

 

Microsoft will also showcase on stage the Natural User Interface (NUI) brand experiences which are controlled by both voice and gesture, presenting a new canvas for creativity, personalisation and consumer exploration and engagement.

 

Hritzuk will also speak at the festival’s two-day Think Tank programme, a training organised by JWT Global Advertising Agency for senior clients. She will cover how digital trends revealed the changing relationship between technology and consumers in mature and emerging markets. - TradeArabia News Service