How Immersive Experiences are changing the marketing rules?

An immersive experience, for the noobs, may sound to be a figment of imagination and overlooked as mere fiction, but technology has already reached to a level when you can comfortably sit in the comfort of your couch and virtually go on a trip to Mars!

‘The Future of Experience’ report, from Goldsmiths University of London and Adobe, undertook a research of about 2,000 adults in Great Britain.

The findings identified five dimensions for brands to consider when it comes to creating immersive experiences in the future:

  1. Empathy- Immersive experiences have a huge impact on both physical and mental states. Brands must make the consumer feel important, valued and respected. What constitutes a great experience is one that is focused on the consumer and not built around the technology and its deliverability. It’s not about making them struggle to engage with the product, it’s about providing an experience that is relevant, personal and continuous no matter which channel they choose to use. Connect with your customers on an emotional level by motivating your employees to blog and sharing their work experiences.
  1. Serendipity- It means to stumble upon something remarkably stunning just by chance. Brands need to create a product that inspires awe and becomes a favorable accident in people’s lives. The new wave of digital engagement relies on discovering something, and create a life-altering experience out of it. Simply using data and algorithms cannot deliver this experience, use it but combine with the creativity and personalization that only a human can provide.
  1. Privacy- It is one of the major challenges to brands nowadays. Collection of wide-ranging data to create more personalized products has raised doubts about user’s privacy. But it’s not only about the data. Brands need to create wearables that can, almost instantly, disconnect a user from the world and offer a private moment or two. The actual problem arises when business tries to become a part of customer’s journey when they impose themselves on consumers and try to become unalienable. And when the customers are more empowered with the use of technology to actually switch off, this becomes a critical factor.
  1. Reciprocity- The brands need to get something from users and give them back a useful piece of product. Both need to learn something from each other. Technology needs to provide experiences that are helpful, practical, personal, progressive and above all encouraging for a repeated usage. The emergence of AI is full of exciting opportunities and new possibilities. Basically, AI is about the science and data. The more data that is fed, better the machines will become in terms of usefulness.
  1. Adaptability- Gradual shift is the key no matter how landmark your product is. Technology needs to understand the context of customer and the intent of their usage. There needs to be a moment around these technologies where people say, that this is the standard. For example, the retail environment had been swinging back and forth between online and offline selling for some time now, but lately, the retailers have identified that stores play an important role in customer decision making.

The time never stops and since the dawn of electronics, it has been advancing at a rapidly increasing pace. The technologies offering immersive experiences have raised valid arguments for businessmen for using them in a viable and desirable manner.

kathayat
I am a blogger and have 10 years’ experience in marketing and my core focus is to build my authority as a blogger and I am doing this by writing actionable, useful and engaging contents.

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