Connected experiential solutions to be a key trend in 2021: Ranjit Raina
Shrugging off the disruptions of the year gone by, businesses and agencies are looking for a strong revival in 2021. Over the next few weeks, Adgully – as part of our annual TRENDING NOW endeavour – will be presenting the strategies and views of a cross-section of industry leaders as they go about reclaiming lost time and market opportunities and build for a stronger future, armed with the lessons of 2020.
Ranjit Raina, CEO, VMLY&R Commerce Encompass, lists the key trends that will dominate in the year ahead. He foresees more experiential focus on unifying digital capabilities and the physical world aimed at removing friction and eliciting emotion.
Outlook for 2021
A key trend in 2021 will be connected experiential solutions. We will see experiential focus on unifying digital capabilities and the physical world aimed at removing friction and eliciting emotion. This will be critical in the world of unified commerce and we will see the emergence and growth of connected ecosystems across retail, social commerce, and communities. The digital disruption of 2020 has allowed us to explore technology that connects touchpoints and platforms and reduce the potential friction across these touchpoints. The true potential of the “connected” experiential solution goes beyond connecting digital and physical – it is the ability to connect people.
I believe we will continue to see a lot more innovation in 2021; the early experiments with tech will get more evolved across both voice and video. I think we will see a lot more deployment of voice as an engagement tool across demographics and geographies. Retail is another space where I am expecting a lot more innovation, especially with AR.
Key learnings from 2020
The year 2020 has been all about resilience, agility, and collaboration. The resilience to continue moving forward, however small each step is, and with ambiguity and uncertainty, it is imperative to be agile in both thought and action. But the biggest lesson from 2020 is the importance of collaboration. Teams and networks that could rely on each other and collaborate with each other have been able to ride the storm and even discover new opportunities.