Top digital experience trends for 2022
2021 was a year of accelerated digital transformation, with more people and businesses relying on technology than ever before. Pre-pandemic, smartphones were already an everyday essential, but the effects of COVID have only intensified how integral mobile devices and technology are to our daily lives.
It’s no wonder then that as mobile usage has increased, more brands are trying to build or refine their own digital platform strategies to stay ahead of the curve and stand out in the crowd. In today’s landscape consumers expect a brand to offer multi-platform experiences, seamless movement between these platforms, and on top of that to be continually intrigued and impressed with the adoption of new technology and features that can enhance it all.
As we move into 2022, Vidatec’s team decided to share their insider expert predictions for next year’s top digital experience trends that you should be considering in your own strategies.
Apple Pay and Google Pay have seen a rapid increase in popularity over the pandemic as contactless payment became a necessity, allowing people to purchase products without a physical card or having to touch a PIN pad.
As we look ahead, new developments are being made in the digital identification space to incorporate more features into digital wallets, such as introducing digital driving licences in some parts of America. It won’t be long until physical wallets become completely redundant, and this is just one example of how mobile technology is continuing to evolve and add more convenience to our daily lives.
It won’t be long until physical wallets become completely redundant, and this is just one example of how mobile technology is continuing to evolve and add more convenience to our daily lives.
When Samsung launched its first foldable glass phone in 2019, it was a game changer. It was a brand-new type of technology that intrigued both consumers and industry experts alike. Part of what makes this technology so exciting is that it has created a brand-new way for users to interact with mobile devices. No longer do you need a tablet, computer, and a smartphone, but instead one device that can be folded small enough to fit into a jean pocket and then folded out to a bigger screen for a more immersive experience.
This versatility of foldable technology has given developers and designers a new landscape to play with as they learn how to take full advantage of the additional options offered by these devices, from layout and functionality to design.
In 2022 we can expect this technology to continue to be refined with other tech leaders such as Apple expected to launch their own versions, introducing it to their loyal audience who are willing to pay more for a higher user experience. Users will become more familiar with them too as they become more readily available with phone contracts. From there it won’t be long until brands begin to seek out innovative new ways to include features that are designed especially with foldable screens in mind.
Beacon technology is also something that offers a lot of opportunities for enhancing user experiences. These beacons are Bluetooth transmitters that connect to other smart devices and can make location-based marketing much more targeted, offering more promotions and useful content to people on the move.
While beacon devices are not a new technology, first introduced by Apple in 2013, we can expect more brands to take advantage as public spaces for retail and entertainment continue to evolve away from the traditional highstreet format. Shoppers are keen for more interesting experiences that bridge the gap between online and instore engagement, and beacon technology is a great way to achieve this.
For users, beacon technology can help to provide a much more bespoke experience, giving them the targeted information, they need, when they need it. For example, it can help customers to navigate a store and find the products that they want, preventing the ‘oh I can’t find it, forget about it’ mindset that can often stop customers from completing a purchase.
For developers, it offers the chance to gain a better understanding of how customers engage with bricks and mortar stores and how targeted online ads can impact in-store purchases. These insights will inform more effective marketing strategies.
In 2022 we will also see an increase in the use of push notifications as consumers become more familiar with the added benefits of having them turned on. These can work by letting users know that it’s time to hit the gym, for example, or alerting them that their favourite franchise is just five minutes away and they have a sale on.
Geo-tagging technology will play an important role in this competition for customer attention, so making sure that you have the right strategy in place that these alerts are well received and not intrusive is key.
Sending users, a push notification when they are near a brand’s flagship store, for example, or alerting them that an item they were eyeing up online is available in the shop they’re walking past is a great way to keep users engaged at times when the brand might not be front of mind. Making more frequent positive interactions like this is also a great way to build customer loyalty in a very competitive market.
The number of platforms offering in-app purchases has rapidly increased over the last year and will only continue to grow. We’ve seen this already with TikTok now facilitating in-app purchases, allowing influencers to broadcast live to their followers and share the latest viral product that users can purchase without ever having to leave the live stream, never mind the platform.
In 2022 we’ll continue to see this trend as it provides a more seamless avenue for users to pay for goods and services directly through the app. This will be made all the more easier with an increase of embedded finance solutions available, allowing seamless payments to be made directly through a digital platform.
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