If you’re reading this article, you’re probably well aware of the fast pace of digital change and how it is transforming our lives. In an age where anyone can create a digital product and share it on a global scale, brands are being forced to evolve as well. As a result, many companies are now taking steps to understand how these changes and developments may affect their business in the future. The latest trend in social media integration has given us more ways to interact with brands than ever before. Brands who don’t take action today may find that they are left behind when others see opportunities ahead.

The World Cup Is a Great Way to Understand User Behaviour

Whether you’re a football (soccer) fan or not, it’s safe to say that the upcoming World Cup is garnering an incredible amount of attention. From the social media updates of brands and influencers, to the live events and content on TV, there is no doubt that this once-a-century tournament will be a mainstay in the minds of consumers. When it comes to digital campaigns, understanding your audience is essential. How do you know what your target audience wants? Customers can tell you what they do, but they can’t tell you what they want. To find out what customers want, you have to find out what customers do. You do this by understanding their behaviour. You can do this with surveys and interviews, but you can get a lot more insight by looking at data. By using a tool like Google Optimize, you can see which words and terms are coming up most in your customers’ searches. You can use this information to create better ads and content that answer customers’ needs. You can also see what platforms customers are using to find your products and services, so you can create relevant experiences for them.

Curation is the New Black

As the popularity of content creation continues to rise, brands are eager to find new ways to connect with their audiences. One approach is to give your fans control over the types of content they see. This is exactly what Pinterest ’s curation features are designed to do. Pinterest users can create pinboards with images, links, and other content they’d like to share with their followers. Beyond simply sharing pins, however, users can also create boards with custom rules that control who can see the pins on the board.

Gamification is the New Game-Day

As sports and entertainment events become more virtual, brands are looking to connect with their audiences in new ways. This is particularly true in the gaming space, where some brands are introducing new forms of interactive experiences. The Overwatch League , for example, has partnered with gaming company Activision to bring an Overwatch competition to life. The event, which is set to take place in July, will feature a number of esports-style competitions and prizes for the top teams.

Conclusion

If the World Cup is any indication, the cookieless future is coming. With over half of North Americans aged 18-34 saying they don’t consume food, it’s clear that brands will need to find new ways to connect with their customers if they want to maintain sales. These trends are just a few of the many ways brands are preparing for the future. The key is to constantly ask yourself how digital changes in the coming years may affect your business, and to make adjustments as necessary. The more prepared you are, the better your company will be positioned for the future.

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