Marketing is undergoing its biggest revolution since the introduction of the iPhone. Here are the 7 trends to watch.
Consumer and B2B marketing is undergoing its biggest revolution since the introduction of the iPhone. With Augmented and Virtual Reality, AI and Robotics the options to create wildly innovative campaigns are almost limitless. Here are the biggest “new tech” marketing trends we can expect to take off in 2018.
1- Augmented Reality in Retail, Design and Architecture
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Augmented Reality (AR) is the interaction of superimposed data, graphics, audio and other sensory enhancements over a real-world environment that is displayed in real time – over the world we actually see, the world within which we work and function every day. Later this month Toys R Us are planning to launch Augmented Reality in-store games, and Pokemon Go 3 Halloween event, expect to see retailers using AR in a big way in 2018.
Retailers will finally start using AR to drive brick and mortar sales and for games which, designed properly, can generate real excitement for the brand. AR is already being used widely in design and architectural firms but with the ARkit app, will soon be made available for consumers by retailers like Ikea.
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From High Fashion to FMCG brands like Pepsi and Frito Lay, to large retail stores from big sports retailers to bookstores and tourism there are infinite ways of deploying Augmented Reality for marketing. Expect to see more AR object overlays and mobile mass gamification (replace bottletop and cereal games) to whiteboard kiosks (tourism) and digital (POS and informational) billboards .
2- Premiere Client Content & Experiences
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Custom VR content and experiences will be extended as exclusive benefits for top-tier clients. For example, Amex Centurion customers may receive branded headsets and a link to content to Partner brands – such as airline experiences, virtual tours of exotic destinations and hotels. Ferrari and BMW can offer interactive high-performance driving, special videos on automotive features and invitations to virtually attend global member events.
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The growing availability of quality stock VR content from companies like Getty, YouVisit and Blend Media, allows for the creation of faster and cheaper branded content. Since VR can be hosted across multiple social media platforms including Facebook, Youtube, Snap and Periscope, companies will be able to engage even more customers across demographics and geographies.
3- Voice User Interfaces (“Hey Siri”) Overtake Websites as Main Entrypoint
Virtual assistants like Siri and Alexa will evolve to support customer service more than company websites or Facebook pages. Any information that you would ordinarily access via a corporate website will be available customers by voice command. So, for example, if you just purchased some furniture from Ikea the instructions would be delivered live by asking Alexa for help with a specific item. On mobile devices custom chatbots, or Virtual Customer Assistants (VCA’s) can be designed to a customers specifications, and can use smart content to better advise and respond to customers queries, interests – and even remember to text them on their birthdays! More interactive kiosks will be available for direct interaction with tourists – and consumers.
4- Mini Robots as Personal and Retail Assistants
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Miniature robots will be the gateway to mass use of human-scale domestic robots and personal assistants. In case you believe this is a far distant reality, Hanson Robotics recently announced a collaboration with Disney, and these bots will be available as soon as next year. Importantly, the miniatures – like Einstein (shown) – are available for as little as $199.00. With articulated expressions and the capacity to walk and move they may be programmed to relate lessons and stories in classrooms, public libraries and bookstores. In Retail, these bots will be used as customer service interfaces to ease the burden of human staff.
5- Hologram Advertising Replaces Billboards
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If you were impressed by the huge hologram ballerina in Bladerunner, then you will be delighted to know that creating a 20-foot dancer is entirely possible and will be used broadly as building-side advertising, in live performances, mass retail, events and conferences.
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Source: LinkedIn