New technology offers marketing opportunities far beyond the devices in our hands and living rooms.
Through increasingly ‘smart’ applications on phones and tablets, every environment in the physical world is an opportunity to engage with consumers interactively.
Your brand can communicate with customers based on their personal tastes through location based communication, or they can choose to interact with you through the amazing world of Augmented Reality.
Unlike traditional marketing, where spend and placement have the power to rule supreme, this brand of more pervasive and interactive marketing is no longer about buying the medium but about creating it.
Consumers no longer want brands to be pushed on them for no return. They want to be engaged, interacted with, rewarded and included in both the process and the result.
The best mediums in the Connected World – for both consumers and the businesses looking to communicate with them – are brand owned experiences.
Companies are quickly learning the power of connecting with customers with real world experiences and studies show global trends towards increased spending in more interactive marketing – including mobile marketing, social media, and ambient marketing – at the expense of traditional media.
Brands looking to differentiate themselves from competitors may wish to investigate the following Connected World marketing opportunities:
The London Olympics also used AR on the Games maps allowing people to view 3D scenes and video through an app on their smartphone, while Ikea will use augmented reality on their 2013 catalogue to allow true interactivity with products.
View the Ikea catalogue AR here
Nicole Crump is the Director of Tactix, a marketing company offering fixed price marketing plans and strategic advice to companies with a passion for growth. To find out more click here