Technology At The Core: 7 Tech Trends That Have Changed Brand Experience
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Technology At The Core: 7 Tech Trends That Have Changed Brand Experience Presentation Transcript

  • 1. TECHNOLOGY AT THE CORE 7 TECH TRENDS THAT HAVE CHANGED BRAND EXPERIENCES 1
  • 2. TECHNOLOGY DRASTICALLY IMPACTS EVERY ASPECT OF THE WORLDAROUND US THESE DAYS, BUT IT’S HARDER THAN EVER TO INTEGRATE TECHNOLOGY INTO LIVE EXPERIENCES IN WAYS THAT ARE RELEVANT, EFFECTIVE AND ABOVE ALL SEAMLESS. THAT’S BECAUSE THE BEST TECHNOLOGY SOLUTIONS ARE INVISIBLE. THEY ADD VALUE AND AREN’T DISRUPTIVE. THEY USE THE RIGHT TECHNOLOGY FOR THE RIGHT AUDIENCE. AND, ABOVE ALL, THEY AVOID USING TECHNOLOGY FOR THE SAKE OF IT. 2
  • 3. IT’S A TALL ORDER, BUT THERE ARE DEFINITELY BRANDS OUT THERE DOING IT RIGHT... HERE ARE SEVEN “INVISIBLE TECHNOLOGY” TRENDS THAT BRANDS ARE LEVERAGING TO CREATE RELEVANT LIVE EXPERIENCES: 1 2 3 4 5 6 7 TOUCH SURFACES PG.4 SECOND SCREEN INTERACTION PG.5 BIG DATA PG.6 NEXT GEN CLOUD SERVICES PG.7 CONTACTLESS CONNECTION PG.8 ENHANCED REALITY PG.9 MAKER COMMUNITIES PG.10 3
  • 4. TOUCH SURFACES: BRINGING US ONE STEP CLOSER TO CONTENT 1 We can thank Apple for the ubiquity of the touchscreen. Everyone knows what it is and everyone intuitively knows how to use it (just Google “babies with iPads”). From phones to tables to walls and even windows, touchscreens are everywhere. Touch screen integration in live experiences can be as simple as giving staff tablets and as complex as large-scale installations that utilize gesture and voice activation. We see it in everything from airports to museums to incredibly successful store windows (thanks, Burberry). So why does it work so well? At its basic level, the physicality of touch surfaces invokes a deeper level of engagement and emotional connection. It allows the viewer to take control of the content and direct their own experience. It creates a true group experience in which watching someone interact with content is suddenly interesting and worth talking about. And, ubiquitous as it is, it’s still just plain fun. 4
  • 5. SECOND SCREEN INTERACTION: ENCOURAGING PARTICIPATION VIA PERSONAL SMARTPHONES 2 The rise of smartphones has unchained digital experiences from the desk to anywhere, anytime. And “next generation” mobile devices are being adopted at a faster rate than any other technology in world history. Simply put: pretty much everyone has a smartphone these days. And they are going to use them. Many live experiences are capitalizing on the “BYOD” (Bring Your Own Device) trend by offering event information, additional VIP content, gamification and crowd interaction tools. It works so well because it allows attendees to use their own technology instead of forcing new technology on them—so there’s one less barrier to entry and no learning curve. Their own devices can then serve as an “always on” concierge that helps attendees get the most out of any experience. And, between encouraging social sharing and capturing attendee information, it helps to extend the footprint of the experience, too. 5
  • 6. BIG DATA: ANALYZING TODAY FOR A BETTER EXPERIENCE (LATER) TODAY 3 Big data is impacting most aspects of the world around us—never before have we had so much information at our fingertips. The challenge, of course, is to turn this data into useful, relevant information. Live experiences have been capitalizing on this trend by using data as content (infographs are everywhere!) and by getting much more granular with experience metrics and social monitoring. Historically brand experiences have relied on gut feelings and anecdotal research to measure success. As the field has advanced, of course, measurement strategies have, too, but they have still generally focused on an end-of-project recap report and a pledge to improve next month, quarter, or year. Now, huge amounts of rich data about our attendees, experiences, successes, and shortcoming are instantly accessible, allowing us to optimize in real time. WHY WAIT? 6
  • 7. NEXT GEN CLOUD SERVICES: CREATING A COMMUNITY 4 Everyone is familiar with the basic premise of the cloud: linking multiple devices, services and applications together in real time. It’s the invisible hero that allows us to push and pull rich content, to live stream, and to seamlessly integrate almost any other technology into a live experience. But the next generation cloud is all about delivering information anywhere at anytime and amplifying single voices into passionate communities. It’s everything from group chat/messaging to new services like Tile (the world’s largest communal lost and found) and Thunderclap, the web-based service that bills itself as the first “crowd-speaking” platform. (If enough people support it, Thunderclap will send out a timed Facebook post or Tweet from the entire community, creating a wave of support and attention.) Use the cloud wisely and you can amplify your message and experience, and create a passionately engaged community. 7
  • 8. CONTACTLESS CONNECTION: IDENTIFYING NEW OPPORTUNITIES INSTANTLY 5 No longer is contactless connection all about using primitive RFID to track basic movement through an experience. Now, virtually invisible technologies like NFC (near field communication), Bump, iBeacon and others, have helped to take contactless connection to the next level. These technologies make instant sharing between brand and user more accessible, cost-effective, and valuable for everyone. After all, when there’s no learning curve or additional ask on your attendees, they’re much more likely to engage with the thing you most want them to—your brand and your content. Why is contactless connection suddenly popping up everywhere? From a business perspective, it provides a seamless way to make connections and swap details (think lead gen). From a brand POV, it delivers data analytics and real-time monitoring. And, most importantly, from the user perspective, it adds the ability to truly customize an experience to their unique wants and needs. Retailers are on the cutting edge of this trend, tracking specific customers in- and out-of- store patterns and sending them additional information and relevant discounts in real-time. The technology is there. What else will we do with it? 8
  • 9. ENHANCED REALITY Enhanced reality allows us to overlay specific information about the world right into your plane of vision, and it’s never been hotter. The technology has finally caught up to make it much more seamless, and we are starting to see application with real utility, as opposed to just vanity. 6 The first great example of utility-based enhanced reality came from the United States Post Office, whose app allows customers to determine if objects would fit in a shipping box. Now Audi allows us to see our own cars as if they were brand new Audis, countless retailers let us virtually try on shoes and clothes, and attendees will soon be able to watch Major League Baseball games in stadium and see live stats overlays (courtesy of Google Glass). So whether finding a specific location, enhancing an environment, giving further information about the world, or allowing people to dig deeper, enhanced reality is here to stay. 9
  • 10. MAKER COMMUNITIES: HARNESSING THE BEST AND THE BRIGHTEST 7 Okay, so Maker Communities aren’t exactly “technology”, but they have their roots in the tech world and they are taking live experiences by storm. We’re seeing ingenious use of these communities by integrating inventor labs and ”hackathons” into live experiences that allow everyone to watch top talent solve complex problems in real time. It works because it’s an entirely new way to think. It brings in the best and the brightest from various industries, companies, and perspectives. It allows communities to roll up their sleeves and make a difference. And it’s part hacker, part DIY – a very cool combo these days. 10
  • 11. OF COURSE, THESE TRENDS ARE JUST THE BEGINNING. The technological landscape continues to change at a rapid pace, and there are many cutting-edge trends that will be coming to the forefront in the months and years to come. Stay tuned for our “Digital Trends 2014” whitepaper early next year, in which we will examine those emerging technologies. (Wearable tech, anyone?) In the meantime, remember that a technology is only as good as the strategy, ideas and execution behind it. LEESA WYTOCK IS VICE PRESIDENT OF DIGITAL IN JACK MORTON’S NEW YORK OFFICE. 11
  • 12. TALK TO JACK CONTACT LIZ BIGHAM, EVP BRAND MARKETING E: LIZ_BIGHAM@JACKMORTON.COM READ OUR BLOG AT BLOG.JACKMORTON.COM FOLLOW US ON TWITTER @JACKMORTON VISIT US ONLINE AT JACKMORTON.COM ABOUT US Jack Morton Worldwide is a global brand experience agency with offices on five continents. Our agency culture promotes breakthrough ideas about how experiences connect brands and people—in person, online, at retail and through the power of digital and word of mouth influence. We work with clients to create powerful and effective experiences that engage customers and consumers, launch products, align employees and build strong experience brands. Ranked at the top of our field, we’ve earned hundreds of awards for creativity, execution and effectiveness. © JACK MORTON WORLDWIDE 2013 12