B2B marketers will start testing B2C augmented reality
Posted: Sat Dec 28, 2024 6:44 am
For more than five years, B2C marketers have been testing a variety of augmented reality (AR) tools, such as Blippar and Playme, to find new ways to bring their campaigns to life. Momentum is building: 2014 saw Dublin host what was claimed to be the first-ever AR event for marketers, featuring brands such as Heineken and profiling campaign examples such as Pepsi Max’s bus shelter AR experiment on London’s Oxford Street. So far, AR has been a resolutely B2C phenomenon, but in 2017, B2B marketers will increasingly dip their toes in the water (virtually, at least). Whether adding pop-up animations and videos to static reports, as Barclaycard has done, or bringing trade-show stands and presentations to life in a new way, AR will make its first targeted appearances.
– James Watson, Co-Founder
Thought leadership will go omni-channel
You’ve heard of omni-channel in retail and financial services – now get ready to see it as part of your thought leadership strategy. The concept is similar: audiences today consume thought leadership content on their smartphone, their desktop, in print or on an iPad. They will favour different devices at different times of the day, and they may start reading on one channel before switching to another.
In addition, a multigenerational audience is likely to bahamas mobile phone numbers database have highly divergent consumption habits, with some accessing content via social media and others favouring more traditional distribution. To respond to this trend, marketers need to ensure that they can deliver thought leadership content across a plethora of devices and channels while providing a consistent experience and message.
– Rob Mitchell, Co-Founder
Interactive assets will have to offer real insight
Eye-catching infographics and creative animations need to do more than just look good. As audiences crave a more cooperative interaction with thought leadership brands, the creators will begin to realise the benefits of highly interactive content, such as quizzes, calculators and real-time graders and benchmarking tools, as a way to produce deeper and more meaningful engagements with consumers. This interactive storytelling offers audiences a highly personalised and prescriptive presentation of the underlying data and provides an instant return by giving them something valuable they can share and learn from immediately.
– James Watson, Co-Founder
Thought leadership will go omni-channel
You’ve heard of omni-channel in retail and financial services – now get ready to see it as part of your thought leadership strategy. The concept is similar: audiences today consume thought leadership content on their smartphone, their desktop, in print or on an iPad. They will favour different devices at different times of the day, and they may start reading on one channel before switching to another.
In addition, a multigenerational audience is likely to bahamas mobile phone numbers database have highly divergent consumption habits, with some accessing content via social media and others favouring more traditional distribution. To respond to this trend, marketers need to ensure that they can deliver thought leadership content across a plethora of devices and channels while providing a consistent experience and message.
– Rob Mitchell, Co-Founder
Interactive assets will have to offer real insight
Eye-catching infographics and creative animations need to do more than just look good. As audiences crave a more cooperative interaction with thought leadership brands, the creators will begin to realise the benefits of highly interactive content, such as quizzes, calculators and real-time graders and benchmarking tools, as a way to produce deeper and more meaningful engagements with consumers. This interactive storytelling offers audiences a highly personalised and prescriptive presentation of the underlying data and provides an instant return by giving them something valuable they can share and learn from immediately.