My chapter explores the impact immersive technologies—augmented reality and virtual reality—will have on consumer branding and business in the near and longer term future. Weaving multiple use cases and examples throughout, I discuss the next phase of experiential marketing: how immersive branding will develop as spatial computing becomes more mainstream, and how brands can start thinking about how they can leverage the technology.
I also examine the rise of virtual influencers, how they will affect social media marketing—and how artificial intelligence will ultimately enable true one-to-one interaction with customers through virtual avatars. Finally, I outline and discuss the risks, rules and recommendations for how to successfully proceed as a brand curious about how to best harness the technologies.
This was a great experience, and I want to thank Jacquelyn (Jacki) Morie for the opportunity to be included, and for being an editor par excellence.
In a week! – I’m going to CES (Consumer Electronics Show) in Las Vegas for the first time; while I’m increasingly daunted by the sheer SIZE of the event (multiple locations, miles and miles of walking) I’m also increasingly excited about what I’m going to experience there. Tons of amazing talks on the future immersive tech, entertainment, healthcare, living…and AI…and…and…phew, I’m tired already 😉
Thankfully I’m getting a tour with David Polinchok, an industry old timer who’s been giving tours around the floor for a few years now.
Looking forward to seeing everything and anything about AR, VR, haptics, architectural applications for VR (something I’ve been talking about for ages), new headsets, holograms, and a million other things that have been dutifully bookmarked in their floor plan / app.
And while the large companies are pulling out all the stops (which will be a-mazing to experience), I’m particularly interested in seeing the startup section, where the small newbie companies will be presenting what they are working on; will be good to see the trends there. Where are people putting their efforts?
I’ll be tweeting on the way, and while I’ve not been a dedicated Twitter user think it’s the easiest and best way to give quick update and insights. Follow me at www.twitter.com/decahedralist.
The theme is “Grassroots” and how every idea starts as a small concept, and requires levels of incubation and nurture. Conceptually, grassroots embraces all ideas that grow when they involve their community.
My presentation is around the subject of Immersive Technologies (VR/AR) and how they will be the rocket fuel that supercharges global grassroots movements and community building.
I will definitely be posting links to the presentations afterwards as well.