Bringing Brands to Life with Technology

Expert:

With so many new emerging technologies and over 1k companies who specialise in immersive tech (in the UK alone!) it can be really hard to know which ones will be right for you and your brand. The first step is understanding what is actually possible, how this can be applied to your business to break down barriers and truly engage with your audience.

bringing-brands-to-life-with-technology

Brands using technology to deliver something meaningful which dismantles barriers and creates connections have a much more engaged and loyal client base. Recent stats show that Emotionally connected customers have a 306% higher lifetime value, stay loyal to brands longer (5.1 years vs 3.4 years), and recommend at a much higher rate (71% vs 45%).

VR

The way we use technology is changing and virtual reality is a prime example of this. There was a huge hype when it first came about in the ’80s, but there wasn’t an understanding of how it should be used, which ultimately meant mistakes were made and the hype around VR became quiet rather quickly. But things are changing.

VR is used a lot these days and is a great way of giving brands a competitive edge and allowing them to showcase products in a completely life-like yet unique way. Because of its immersive nature, it is important to test it with your audience – some people hate it, others love it! Given how affordable the standalone virtual reality devices are now, demand is set to grow more than 16 times between 2018 and 2022.

CGI

Like VR, CGI is massively on the rise and the possibilities are endless. CGI doesn’t have to be photo-real; Fluid have created several campaigns with character-led themes that can give any brand a real injection of life and personality. When looking at the photo-real stuff, though, many people can’t distinguish between what is real and what isn’t which is testament to how technology is advancing. Here are some examples of some of the CGI work Fluid has done: 

Fluid Examples of CGI Examples of CGI 

Voice Search

Google, Alexa, and Siri, whether you like them or not, have changed so many things in our everyday lives and in business. A 2019 study found that 79% of respondents had used it and by 2022, global voice commerce is expected to be worth $40bn.

Brands, websites and platforms can all be optimised for voice search so businesses will have to make sure that their content responds to a voice command or query. This means there will be a completely different approach to how content needs to be optimised.

i.e. Alexa – who’s the best accountancy firm for independent businesses in the North West? – your content should be a response to this query.

This will be having a big impact on all businesses and should be harnessed and used as a real advantage over competition.

Augmented Reality

Prime examples of current use of augmented reality would be PokemonGo where our world is taken over by familiar characters and people run around after thin air. What better way to engage with your audience than to have them physically involved in the campaigns you’re running!

Burger King mastered this with their “burn that ad” campaign where the audience could set fire to competitor ads and they’d bag themselves a free whopper. It ran exclusively in Brazil and allowed Burger King to make use of competitor ads which then became their own.

Artificial Intelligence 

We’re seeing an uprising of digital supermodels and characters, like Barry Tyree; a prolific author who produced over 1K digital marketing blogs last year. The quality is incredibly informative and frankly brilliant. The thing is Barry isn’t real. His face was made by an AI model and all the content had been scraped off the internet and pulled together using AI.

AI can also be a great way of creating a brand experience by using chatbots who can hold a conversation and answer questions. One thing that we should remember, though, is that as clever as AI can be, it can’t replicate human emotion or empathy which is essential when marketing to any audience.

Live Social

This may be one that isn’t relevant to all businesses and, as with VR, you need to think about your audience. The beauty of live social is that you can engage with your audience remotely and they feel like they’re directly contributing to what happens. So, like AR, it really gives the audience the impression of being part of the campaign.

For any business active on social media channels, the term “thumb-stopping content” is something we all strive for and live and interactive social gives you just that. If used in the right way, it will also add huge commercial value. CageFright was a campaign run by Fluid where the audience voted on the fate of participants. It generated £590k worth of revenue in just 10 weeks.

Recent studies have shown that our eye gaze has dropped by 30* which clearly demonstrates how our behaviour has changed as a result of how much time we’re spending on our mobile devices!

If you would like to know more about using technology to bring your brand to life, feel free to get in touch with one of the Fluid Experts by clicking here or by calling 0133 220 1743