Due to the situation, we have experienced in recent months, and with the arrival of the de-escalation, a series of technological trends have been gaining strength that will continue to accompany us in the new normality.
The digital world has become more popular and has more and more weight in daily tasks, but during confinement, many were forced to discover and get used to the wonders of technology. This was reflected in areas as diverse as online shopping, entertainment, video calls, teleworking, and in leisure and sports activities.
With the discovery of a large part of the population of the infinite comforts that digitization offers, it will continue to spread during the new normality.
Digital is the new medium
Do you know Siri? With the innovations of companies like Apple, Google, or Amazon, our consumption habits began to change years ago. And due to the arrival of the alarm state, these behavior patterns have been increased and assimilated by the majority of the population.
The digital society is stronger than ever, more dynamic, varied, and with more users. An example of this is that internet purchases in supermarkets have experienced weekly increases during April between 100% and 300% of their sales.
The Internet does not discriminate age, gender, or taste. In fact, during the pandemic, 40% of new users who have made purchases in this medium were over 54 years old: consumer trends are changing and are oriented towards digitization.
We have investigated to analyze what are the technological trends of the new normal that users will demand the most thanks to these behavioral changes. We highlight the 5 most representative.
The role of e-commerce
E-commerce in Spain has accelerated its growth exponentially due to the high demand for quarantine. And everything indicates that it will continue to increase in the coming months.
According to Good Rebels in collaboration with the Marketing Association in Spain, e-commerce and social networks have the highest investment forecast in marketing departments until the end of 2020.
There are different types of electronic commerce, but it is estimated that the ones that will have the greatest growth in the next year are the online distribution of stores with very broad product portfolios that include various categories, such as Amazon or El Corte Inglés. They will also increase e-commerce for direct sales to consumers, without the involvement of third parties, for example, stores like Zara.
With increases of over 40% in sales, e-commerce has been seen as one of the biggest beneficiaries of this health crisis. So the brands that have carried out an omnichannel strategy have been less affected. Changes in consumer behavior indicate that it will continue to be one of the technologies with the highest demand in the coming months.
Own sales channel
Due to the boom that electronic commerce has experienced, many are the brands that have reacted and have prepared to create their own sales channels.
Before the pandemic, many companies sold their products through official distributors or suppliers, that is, from third parties. More and more companies are deciding to implement direct sales to the final consumer in their channels.
With the development of their own online sales platforms, brands get closer to their consumers, strengthening the brand-user relationship. The company has control over the distribution of the products and the experience it offers is much more personalized.
Also, you can obtain specific data from your customers, so you will directly know their preferences, trends, and needs. Loyalty and differentiation play an essential role in this business model.
Information is power. Before devising any kind of strategy, we must conduct research based on the data. For example, within the marketing sector, Big Data is an essential factor that offers very detailed data about a brand’s customers.
If we know our target audience, we can segment it exactly, and in this way, offer personalized experiences, optimizing the business strategy. The development of custom software will facilitate these processes and communications.
For this reason, the use of CRMs will increase significantly. To make the most of all the information collected about users in the sales process, CRMs integrated with the brand’s online channels will be used: corporate website, social networks, mobile applications, and email.
What do these tools manage? Registers to the system, functions of the sales cycle, customer requests or doubts, geolocation technology, preferences, and frequency of purchases, among many other aspects.
The more you know about the user, the easier it will be to achieve the main objective: convert a potential customer into a portfolio or loyal customer.
Reinforcement of digital channels
In recent months, society’s traffic has been concentrated on digital channels. Online communities have been fostered, while consumer expectations have increased.
Digitization has more weight than ever in any area of our lives: commerce, work, service management, finance, even sports. Companies will focus their efforts on reinforcing or creating new online channels to meet new demands.
Usability is going to play a leading role, so offering a quality digital service, with speed, stability, and meeting deadlines is essential.
The search for consistent digital channels that provide added value is one of the technological trends of the new normal that stands out among consumers. There has been an 11% increase in application downloads from January to April and the use of smartphones has also increased.
The reinforcement of digital channels is a successful response by companies to new consumer demands. Even platforms such as Facebook have recently released the option of creating e-commerce to sell within the social network itself.
Experiences in the digital environment
Considering the path to digitization, it is highly likely that experiences that mix face-to-face with the online world will be increasingly used. Experiential marketing is still as relevant as before, only now it is in demand on all channels.
The essential thing is to use disruptive technologies such as virtual or augmented reality to impact users. Another means, for example, is the incorporation of three-dimensional models on product websites.
Several companies are already applying this trend, such as the Kendra Scott jewelry brand. It has developed a platform that allows users to show the goods it offers by connecting augmented reality and 3D. Your customers will enjoy a preview of the products at home while they move.
IKEA has done something similar, you can place your furniture virtually and see if they match the rest of the room in your house, through very detailed real-scale models.
Trying on sneakers, tattoo prototypes, doing virtual graffiti, Google Translator or Google Maps Street View, are more examples of digital experiences and technological trends of the new normal that do not go unnoticed by users.
Virtual work tools
According to Eurostat data, before the pandemic, in the Netherlands, 14% of workers practiced from home. In Finland, 13.3% do so and in Austria, 10%. However, in Spain only 4.3% teleworked.
During the months of confinement, teleworking in Spain has gone from being somewhat residual to figures above 80% among large corporations. With this, the use of platforms for productivity measurement, task management of work teams, or customer monitoring has increased.
After 20 years in the market, the time finally came for video calls. With traffic increases of between 300% and 700%, tools such as Hangout, Skype, Zoom, Webex, Whastapp and Google Duo became the stars of communication
The end of confinement, far from closing the teleworking stage in Spain, is going to open a new door for family reconciliation or workers’ benefits. With this, an increase in the use and offer of online products is expected to carry out work from home.
The security and trust provided by technology like Blockchain come to life more than ever, when our digital consumption increases by leaps and bounds.
Thanks to its technology, it provides reliability to users, since it has been tested to guarantee their safety. It makes it easier for consumers to exchange documents and gives them the possibility to carry out telematic transactions, as well as the identification of both legal and natural persons.
In the new normality, we will be able to see how the blockchain works and how it will gain more and more followers as teleworking spreads as a new labor alternative, digital channels continue to be strengthened in sectors such as banking, legal or real estate and keep up the new habits of digital consumption.
Characteristics such as immutability, decentralization, scalability, and security make Blockchain, the latest in new normal technological trends, the only digital alternative capable of offering the necessary confidence and security in an increasingly online world.