The Fight To Find Value And Relevance

David Fregonas, head of Accenture Interactive for Middle East and Turkey, explains why organisations must focus on delivering value or risk losing consumers’ confidence.

YEAR AFTER YEAR, technology experts attempt to decipher which technology will impact our lives in the coming years. In the past, we’ve seen predictions that have promised new applications of AI and machine learning, emerging realities, and advancements in social media and smart mobile devices. However, unlike previous years, we’re reaching what experts have dubbed an “innovation plateau” in 2019 – whereby the development of new technology has hit a flat point.

To thrive in this current climate, organisations and brand marketers must find ways to deliver real value, adaptability and personalisation with user interactions, but also provide a clear contribution to the circular economy and support emerging cultural norms around data, identity and wellbeing.

Whether brands can meet these new standards will ultimately be the deciding factor for the size of their market share. The latest Fjord Trends report identifies the biggest shifts in the digital realm. By staying informed of what lies ahead, organisations can make the right decisions and prepare a roadmap that will enable them to face this changing landscape

Designing for disconnected users

Our digital lives are becoming a growing source of fear and distrust. While we struggle to navigate the stream of content funneled at us from all angles, the constant barrage of news relating to data breach scandals and manipulative data practices can paint an unwelcome picture of this electronic world.