Experiential Marketing has become more important than ever!
There was a time when a company could just air advertisements on TV or print them on newspapers and convince consumers to purchase its products. Advertisements are still important, but they are slowly losing their effectiveness due to media clutter and consumers’ access to knowledge. Because of increased access to information, consumers of this era now wants to know more before buying anything. Consumers nowadays taste ice cream samples before choosing the flavor, go through user reviews (based on experience) before choosing a hotel and buy small paint samples before choosing a shade. In other words, they want to know more about the product they are buying. And the best way for companies to give that knowledge is through Experiential Marketing.
In today’s world, where technology is playing a pivotal role in every field, experiential marketing is also getting benefitted. There are three types of technology that have the potential to change the face of experiential marketing in the coming days.
Leap Motion vs. Kinect : Gesture & Motion Based Interface
In 2002, when I watched the movie Minority Report, it seemed that the technology Tom Cruise and his team were using were something we will never see in reality. The gesture based user interface looked like it was picked from the 22nd century. Yet in just a decade, we have that technology, in the form of Leap Motion and Microsoft Kinect.
Leap Motion is one of the latest brands which is working in the field of motion detection. It comes with a hardware which can detect any gesture made within a given range and replicates that on-screen. In simpler words, it captures your motions and you will be able to do the same functions (and more) you do using a mouse/touch screen without touching the screen.
Kinect is a similar device that originally came with Xbox as a motion sensitive gaming controller. The device’s use has grown beyond gaming and it has already established it as a good tool to use in consumer engagement programs.
One wonderful example of what Kinect is capable of can be found below:
Oculus Rift vs. Google Cardboard vs. Microsoft Hololens: Virtual Reality
Virtual Reality (VR) is another tech that will have strong impact in the experiential marketing field. The VR headsets give the users a 3D immersive experience with 360 degree visibility. It can also track head movement; meaning that if the user moves her head to left, she will see what’s on the left side ( just like real life). In other words, it tries to emulate real life viewing experience with the headset and the softwares. This technology is still in its early stages but has already started creating ripples. A few companies have already started working on this and made great progress.
Oculus Rift is one of those companies. The company operates in the high-end VR headsets market; other players in this category are Sony Playstation VR, HTC Vive and Microsoft Hololens. The Oculus headsets are pretty solid and with the right software/program, they can give the users an unforgettable experience.
Another player in this field is Google, with its DIY Google Cardboards. These cardboards are made with real paper cardboards, some adhesive stickers and a pair of lenses. The advantage of using this instead of the others is that it is very cheap. So as entry-level VR headsets, Google Cardboard can be a good option.
Augmented Reality is much simpler than VR, from a developer’s point of view. Augmented Reality provides the users a live view of a subject or environment whose elements are augmented (enhanced) by computer generated cues such as 3D images, sound, GPS data, etc. In simpler words, you’ll be able to place hidden information ( video, image, sound) in a 2D image or video or live feed and Augmented Reality will be able to read those through an app.
Brands have already started using them, and for different purposes. Ferrari, for example, has used it in its showrooms to aid users in making purchase decisions.
M&M on the other hand has used Augmented Reality to promote their product.
These techs, and the exciting ones that are coming, will definitely change the face of experiential marketing. It remains to be seen that which companies will make the most of them.
That’s Marketing on the Mark’s top 3 techs that will change experiential marketing. What do you think about them?