The number of connected devices is set to quadruple to 34 billion over just a few years. By 2020, people's expectations and lifestyles will be transformed once again. And brands have to keep up. "There is no doubt that this is a phenomenal transformation," Sophie Blum, VP/marketing EU & IMEA at Procter & Gamble, told the Festival of Marketing (London, October 2017). "This is by far what is going to impact the way we interact with and understand consumers the most ."

That makes it an exciting time for the marketing profession, but it's by no means an easy time, she acknowledged, as "all the boundaries are blurring" and it's vital that marketers stay at the forefront of how consumers are interacting with brands. What consumers want from brands falls into two main areas, she suggested:

  • Consumers want brands whenever and wherever on their own terms. In this context, she added, mobile is no longer simply a device, but rather a lifestyle shift.
  • They want more from a brand. Choosing a brand is "a manifestation of who you are as a person".