It has become clear that to discuss marketing in terms of a digital/analogue divide is no longer appropriate or relevant within the social-mobile-web context we find ourselves living in today, in 2017.
“At YFS, we have seen a new marketing paradigm emerging with the central theme of brand experience, that is, the total immersive experience of a brand.”
At Your Favourite Story, we have seen a new marketing paradigm emerging with the central theme of brand experience, that is, the total immersive experience of a brand. This ranges from retail and out-of home marketing, to social, web, video, and everything in-between. In addition, it is important to say that this experience is interactive, and created equally by consumers as well as brands, and by consumers engaging with each other, e.g. word-of-mouth, social, and viral content. Therefore the experience is not entirely within the control of the brand itself, which now has to think much harder to create interesting campaigns that can work across all channels, with the maximum potential for engagement and sharing. The brand then has to collaborate with consumers, so it actually becomes a reciprocal process.
“The brand then has to collaborate with consumers, so it actually becomes a reciprocal process.”
We are working with the latest technology, and exploring the possibilities of new interactive technologies ranging from interactive retail touch-screen units (including the transparent screened Hypebox, which augments the displaying of physical products), through to cutting-edge mixed reality with Microsoft’s HoloLens – which will make some truly incredible brand experiences possible in the coming months and years.
Image: Microsoft HoloLens
These new experiences will facilitate even greater levels of interactivity, which will require a broad range of creative and technical skills for brands to pull off successfully.
With programming, it is possible to build a flexible system that not only responds to a users command with a fixed response, but also can create a unique experience dependent upon how it is interacted with. Here I am hinting towards machine learning and artificial intelligence, which is possible today to some extent, and something we are likely to see great technological advances in.
“If brands harness these technologies successfully, they can create greater levels of interactivity and engagement with consumers, and make the most of opportunities for their brand to be experienced.”
If brands harness these technologies successfully, they can create greater levels of interactivity and engagement with consumers, and make the most of opportunities for their brand to be experienced. However, technology alone is not enough; brands must also differentiate their offering through great design, and strategize their efforts by taking into account observed analytics and all of the insights that can be derived from a campaign.
Find out more about Your Favourite Story, the independent marketing agency, and specialists in product launch.
Contact us regarding an interactive experience for your brand, email@example.com.