In today’s on-demand world, consumers often value ease and convenience above all else. People increasingly base their decisions around whatever option requires as little friction or effort as possible. Current shifts in technology—be they small or seismic—demonstrate the embrace of this trend as people spend more time with screens, services and systems that simplify their lives.

In the 2022 trends presentation from Basis Technologies, we’ll review how a world averse to friction is reshaping tomorrow’s opportunities for marketers.

Basis Technologies’ Noor Naseer will dig into four key trends:

• Seeking Cookieless Clarity: Why does it feel like the endless discussion on the cookieless future tends to leave us feeling just as confused as we were before? We’ll examine the factors enabling cookieless confusion and look at what, when and how to explore cookie alternatives to make things clearer.

• Defining DeFi: We’ll break down the basics on decentralized finance (DeFi) pillars like blockchain, cryptocurrency and NFTs, and explore the opportunities they’re paving for marketers and advertisers.

• Examining Our Hybrid Reality: Consumers’ attitudes about how, when and where they interact with a brand or business have changed. People now expect a seamless experience—be it virtual, in-person or a blend of both. What must marketers appreciate about this shift, and how can they manage these new expectations to succeed in a hybrid world?

• Finding a Brand’s Heartbeat: In the face of a myriad of domestic and global market crises, companies are trying to escape the onset of brand atrophy. Discover the winning mix of factors that consistently keep companies near and dear to their customers despite challenging business externalities – a properly managed brand heartbeat.