TIME TRAVEL: MARKETING AND NEW TECHNOLOGIES

Publication APRIL 2022 | FRI COMMUNICATION
Dal brand alla lead generation

OUR TIME IS MOVING FORWARD AND ILLUMINATING THE PATH TO INTERACT WITH THE CUSTOMERS OF THE NEW GENERATION. FOLLOWING THIS TREND, MARKETING IS ALSO TRANSFORMING, AND THE SPECTATOR BECOMES THE PROTAGONIST OF A JOURNEY WITHIN A STRATEGIC ACTION IMPLEMENTED WITH IMMERSIVE EXPERIENCES SUCH AS VIRTUAL AND AUGMENTED REALITY.

 

New technologies are the opportunities of our time to give a new impulse to the journey within each brand. Transporting the consumer, the customer, into a story represents an experience based on stimulating perception to create emotions and sensory sensations that go beyond imagination.
Virtual reality is an important tool for those involved in marketing and is a technology as complex and full of opportunities as it is capable of changing the interaction model between brand and customer.
Trying to describe the changes that digital technology has brought into our lives (personal computers first, then mobile phones and the internet) today means looking at what is progressively revolutionizing every aspect of our existence.

 

 

Notably, sociologists distinguish between those who were born before this revolution and those who were born after, known as digital natives.
Virtual reality, in its various forms, is one of the most spectacular novelties that digitalization has brought into our real life. Its development has been strengthening in recent years, especially in the research of medical applications and new sectors.
Creating immersive projects in a artificially created world through the juxtaposition of two concepts has stimulated the creativity of the 21st century.
And that is why marketing has a new space that we should understand in all its functionalities.
We are talking about new technologies and applied immersiveness in communication.
Thinking today of setting up an advertising campaign that aims to directly and almost uniquely connect with the user means revisiting the argumentative plans of basic marketing. .
We are talking about a new perception but also about means that were not part of the design logic of action before.
Today, an agency that wants to differentiate itself must listen even more to the trends that animate the market. Pursuing an immersive marketing strategy means taking the emotional aspect of the message’s ultimate recipient as the first reference point.
There are two main technologies that provide more information starting from a pre-established reality and potentially even reaching an interaction with virtual objects.

 

. We are talking about Augmented Reality (AR) and Virtual Reality (VR), the Extended Technologies that also optimize processing and design times.
Innovative marketing that wants to integrate a different offer through the use of devices can position itself in the market on a parallel virtual dimension that shares almost all aspects with the physical dimension.
Many sectors have already occupied virtual spaces by offering a completely interactive section related to their products. We can already encounter marketing realities active in the metaverse, with advertising campaigns that directly reach consumers through emotionally impactful brand profiles.
We are not only talking about Virtual Reality.
Even through AR, it is possible to synthesize the design plans of important communication campaigns. The approach to the customer will therefore be to propose a series of useful content through connections linked to more common devices such as a simple smartphone. Creating immersive video content and storytelling will lead to a much stronger communication of the message, which will characterize the entire advertising project to a greater extent.
Furthermore, for this type of approach, the return on packaging is very positive as it becomes a fundamental point of contact between the brand and its consumer.
 

 

Immersive marketing aims to create engaging content that can generate real and often personalized interactions based on the customer’s characteristics.
This new mode of communication strategy leads to go beyond the standard procedures and, with completely different timing, achieve real simulations of the product.
Giving interested users the opportunity to explore spaces or environments created specifically to find points of contact only encourages the wind that leads to this new market experience.

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Filippo Cammardella
Account Supervisor
f.cammardella@fricommunication.com
+39 | 388 94 72 117