Brands expected to know when to connect with consumers

In an era defined by an overwhelming amount of available data, new research from Microsoft has revealed that 54% of UK consumers now assume brands will help them sift through the noise by using cutting edge technology to work out the perfect time to connect with them.

The latest Digital Trends report, in conjunction with Brand Republic, IPG Mediabrands and The Future Laboratory, reveals that the idea of future technology that can predict when consumers want, or need, to be connected is highly interesting for 42% of those surveyed.

This ‘Intelligently On’, consumer-driven technology is one of the eight main trends identified in the research, which reveals a changing attitude towards technology and digital innovation among much of the public, who now understand the benefits these advantages in tech can offer them.

As described in the research, this future advancement: “must also ensure that we are not entirely cut off. Technology should intuitively create a new clutter-free and productive way of living. Not always off. Not always on. IntelligentlyON.”

The expectation, acceptance and now desire that brands will go to these lengths to gather information to create a digitally-powered interactive schedule with each consumer is an interesting one, highlighting how individuals are now willing to embrace advanced and insightful advertising by brands that seek to understand them and truly cater to their needs.