6 Technology Trends to shape Experience Marketing in 2016

1. 6 T E C H N O L O G Y T R E N D S T O S H A P E
E X P E R I E N C E M A R K E T I N G I N 2 0 1 6
N I C K R I G G A L L
H E A D O F D I G I T A L S T R A T E G Y A T G E O R G E P . J O H N S O N
N I C K . R I G G A L L @ G P J . C O M
@ N I C K R I G G A L L

2. I T ’ S T H A T T I M E O F Y E A R A G A I N . H E R E A R E O U R
T O P 6 T E C H N O L O G I E S A N D T R E N D S T O S H A P E
E X P E R I E N C E M A R K E T I N G I N 2 0 1 6 A N D B E Y O N D .

3. V I R T U A L R E A L I T Y
B E C O M E S A M A I N S T R E A M
M E D I U M
As one of Gartner Hype Cycle 2015 technologies
to emerge from the trough of disillusionment,
clients and agencies are seeing clearer alignment
on VR’s role and required production values. The
2015 New York Times’ distribution of Google
Cardboard to 1.1m subscribers was a clear
indicator mass marketing adoption is on the
horizon. Combine this with the launch of
Facebook’s Oculus Rift, HTC, Sony and Googles
updates and 2016 will be awash with people
immersive VR journeys. Our role is to make sure
we get the most from the potential of the
platforms which are all gaming platforms at
their core.

4. ( I N V I S I B L E ) I N T E L L I G E N T
A S S I S T A N C E
Deployment of Cognitive/Algorithmic
business strategies will lead to more
intelligent assistants - Siri, Google Voice
Search and Cortana are gaining traction
in the mobile space, but with the growth
of no-interface experiences, 2016 looks
set to redefine friction levels on menial
tasks. Think realtime experience guides,
predictive way finding, personalised
automated agenda builders and
networking 2.0. A new dawn of (invisible)
intelligence.

5. Connected cars and Smart homes
haven’t made it into our everyday even
though they’re drawing closer. On a
smaller scale, support for prototyping
and production of connected devices
on test and learn budgets are
flourishing across the marketing sector.
Brand specific connected products
when paired with mobile devices will
bring a new level of interaction and
frictionless live experiences.
B E S P O K E C O N N E C T E D P R O D U C T S
W I L L P A R T N E R L A N D M A R K
M O B I L E E X P E R I E N C E S

6. Whether you have implemented proximity
technology within experiences or not,
finding new ways to connect through
consumer devices remains one of
marketers key roles. Deploying assets and
unique experiences in specific virtual
locations for self-discovery and to drive
gamification extends consumer touch
points, not to mention the perceived
value of content. Traces.io are just one of
a set of digital platforms crafting these
experiences hidden in plain sight.
G E O - C A C H I N G :
H I D I N G C O N T E N T
I N C L E A R S I G H T

7. Whilst content remains king, audience
behaviour continues to fragment across
our increasingly complex digital lives.
Never has it been more relevant to build
out robust customer journeys, distill down
assets and messages and distribute them
across digital and real world touch points.
From 15 second video and animation to
infographics and ephemeral imagery,
every engagement will play a vital role in
relevant experiences.
S P L I T T I N G T H E C O N T E N T
A T O M : F R A G M E N T E D
S T O R Y T E L L I N G

8. With brands like FitBit continuing to up
their game in the UK and Continental
Europe we’re expecting the fight for the
wrist to hot up in 2016. The aim amongst
brands is to truly connect with consumers
through devices and begin to payback all
those hard-earned steps in convention
centres and shopping malls. In recent
weeks we saw the emergence of
Bitwalking - a service that generates BW$
based on how far you walk when
registered with their app.
S M A R T W A T C H E S &
W E A R A B L E S C O M P E T E
F O R W R I S T T I M E

9. O U R 6 T E C H N O L O G Y T R E N D S
S H A P I N G E X P E R I E N C E M A R K E T I N G I N 2 0 1 6 ;
V I R T U A L R E A L I T Y , I N T E L L I G E N T A S S I S T A N C E ,
C O N N E C T E D P R O D U C T S , G E O - C A C H I N G ,
C O N T E N T A T O M I S A T I O N A N D S M A R T W A T C H E S .

11. N I X I E - T H E ONE I ’ M WA I T I N G F O R …
N I C K R I G G A L L
H E A D O F D I G I T A L S T R A T E G Y A T G E O R G E P . J O H N S O N
N I C K . R I G G A L L @ G P J . C O M
@ N I C K R I G G A L L
I m a g e o f N i x i e d r o n e f r o m w i k i p e d i a h t t p s : / / g o o . g l / b m i S 0 A