Many are citing it as a new luxury – the ability to unplug and detach with the digital realm. To live a more balanced life online and off. However for brands wanting to connect with customers, it could be thought of as a worrying trend.
In the Mindshare Futures 2019 Trends report, 44% of people surveyed agreed they now post less on social media than they did 12 months ago. Some of us are beginning to take small, regular steps to manage our tech use, with four in 10 putting routines in place to ensure we regularly disconnect from digital.
This movement has even been recognised with its own campaign ‘Scroll Free September’, which actively encourages a digital detox, particularly around social media. There’s even around 1,000 searches per month for the phrase ‘digital detox’.
A conscious, conscientious choice
In 2018, we saw a movement of a more conscious way of living. People began to become more concerned about their news sources, media outlets and the brands they interacted with. Many businesses were called out for not following ethical or legal guidelines, or for not staying inline with social movements and expectations.
If customers are beginning to embrace the idea of a ‘digital detox’ in favour of the enjoying the real world, does this pose a new challenge for brands or infact, an opportunity?
What can your brand do to dodge the detox?
Be authentic – with consumers making more thoughtful, considered decisions, it’s worth ensuring your brand is in the right place at the right time for your target audience. Is there a social movement your brand can get behind or a charity you can support? Finding new ways to connect with your target audience off screen is key.
Give back control – Is there a way your brand can be respectful of consumers’ digital detox needs whilst still making sales? One example of this is Apple, who introduced ‘Screen Time’ which allows consumers to look at their app analytics and monitor their usage to ensure they’re aware of how much time they’re spending on their phone. Apple also realised their users were starting to put more value on having a good night’s sleep. This inspired them create a whole host of new sleep-related features, including ‘Bedtime’. Users can now set reminders to encourage them to go to bed on time.
Think outside the [TV] box – to retain customer interest in your brand, could you tap into your customer’s daily non-digital lifestyles? One brand who caught onto this idea was Nintendo. Nintendo launched their Labo kit, containing cardboard materials to encourage players to build a variety of creations called ‘Toy-con’, including a car, submarine, plane, pedal, two keys and more. Nintendo recognised digital detox’s are not necessarily a reaction against technology altogether, but more the way in which we are used to consuming it. The brand’s cardboard game kit, provided a way for consumers to be more involved, mixing digital with DIY.
It’s clear to stay relevant to changing consumer lifestyles and habits, brands need to be creative in how they continue to interact with their audience.
If you’re in a rut with your marketing, or have seen a decrease in the number of visitors to your brand website, why not get in touch. We can help you reach your ideal audience through engaging ideas.
