There’s an old saying that goes, “It’s about the journey, not the destination.” Marketing is working on that principle with “experiential” marketing. Experiential marketing relies on an immersive experience that is exciting and memorable to the consumer–and it may involve holograms. In an article for Computerworld, Mike Elgan explains why experiential marketing will be the way of the future.
Experience It for Your Selfie
Experiential marketing was once the realm of the far-fetched. Elgan uses Back to the Future Part 2’s hologram shark ad as a popular example of how we once imagined augmented reality (AR). This picture did not include smartphones and social media though, which Elgan says are what will allow experiential marketing to scale.
The experiences themselves will be driven by AR, virtual reality (VR), artificial intelligence (A.I.), and even escape rooms. The ability of consumers to record or “selfie” the experience will ultimately be what makes the marketing so effective. Elgan provides plenty of examples of how these are utilized into experiences, including how a bar in London utilized AR to have augmented reality characters sing and dance on drink coasters.
And when it comes to who will actually be moving things forward here, Elgan explains how new developers will be driving the market:
Another point to consider: Developers who specialize in VR game development, AR and A.I. will be in huge demand, and both agencies and enterprises will have to compete with Silicon Valley companies and everyone else for this expertise.
Even the job of CMO will change completely. CMOs will become hybrid CMO-CIO roles, as understanding the IT, security, development and other ramifications will be necessary for success, even when working with a specialist agency. Coordination between competing agencies, and with in-house IT, will be a crucial part of the job.
The possibilities for experiential marketing are only limited by imagination. Concerts may no longer need to be live, for instance. It’s very clear the experiential marketing is the way of the future.
You can view the original article here: http://www.computerworld.com/article/3209657/mobile-wireless/why-experiental-marketing-will-be-a-massive-it-challenge.html