Marketing has evolved significantly over the years and, today, companies are turning to creative technologies to enhance and enable their marketing efforts. In this blog article, we will take a look at some of the latest creative technologies that companies can use to take their marketing to the next level. The examples provided are not specific to B2B, but rather demonstrate their application. As technology continues to evolve, it’s important for companies to stay up to date with the latest creative technologies to remain competitive and provide the best possible experience for their clients.
Consider applying one of these 6 creative technologies to your marketing initiative.
Augmented Reality (AR)
AR is a technology that overlays digital content on top of the real world. AR allows users to interact with digital content in a real-world environment, creating a more immersive experience. The IKEA Place app is an excellent example of how AR can be used to enhance the shopping experience for customers. The app utilises AR and allows users to virtually place true-to-scale furniture in their home to see how it will look before making a purchase. This experience creates a more informed and confident customer who is more likely to complete their purchase. See more here.
Virtual Reality (VR)
VR is a technology that creates a fully immersive virtual world experience for users. VR can be used to create unique and memorable experiences for customers. Marriott’s VR Postcards campaign is a great example of how VR can be used to transport users to different parts of the world and experience different cultures. The campaign creates an emotional connection with customers and makes them more likely to book a Marriott Hotel for their next vacation. See more here.
360-Degree Video
360-Degree Video is a view in every direction, using an omnidirectional camera or a collection of cameras – changing a viewer’s perspective, which creates an immersive experience that allows customers to interact with a brand on a more personal level. For example, Netflix used a 360-Degree Video advert to promote their original series, Stranger Things. The advert used 3D technology to create an interactive experience that allowed viewers to explore the show’s setting and characters in a more immersive way. This approach helped Netflix increase engagement and build anticipation for the show’s release. See more here (warning, it may be a bit scary).
Facial Recognition
Facial Recognition technology uses algorithms to identify and analyse facial features to recognise individuals. Coca-Cola® used Facial Recognition technology as a part of their Happiness Machine campaign to create a personalised vending machine. The machine would dispense FREE Coke using Facial Recognition technology to people who smiled at it. This approach helped Coca-Cola® create a more personalised and engaging experience for their customers, which increased engagement and brand awareness. See more here.
Transparent LED Screen
Transparent LED screens display images and videos that allows you to see through them. They are made up of small LED lights that are embedded in a transparent material, such as glass or plastic. When the LED lights are turned on, they create the illusion of an image or video appearing on the transparent screen while still allowing you to see through it. Nike’s flagship store in Dubai features a large transparent LED screen on the storefront window, which displays various digital animations and videos, while still allowing customers to see into the store. See more here.
3D Videos
3D Videos, which use three-dimensional moving images in a digital environment, create a visually appealing and engaging experience for viewers. Nike’s 3D billboard is a great example of how 3D videos can be used to showcase a brand’s product. The advert features a 3D model of a sneaker, which is animated and shown from various angles, giving viewers a detailed look at the product. This advert is a perfect example of how 3D videos can be used to create an engaging and memorable experience for customers. See more here.
In conclusion, these examples demonstrate how, by leveraging these creative technologies, companies can create an emotional connection with their customers, drive engagement, and increase sales. Companies are encouraged to keep up with the latest innovative creative technologies to remain competitive and provide their customers with the best possible experience. Considering the technology, it’s the immersive experience with the customer that has an impact on the brand and drives marketing forward.
Written by Alon Fittinghoff, Marketing Technologist at Demographica.
