SlideShare a Scribd company logo
TECHNOLOGY AT THE CORE

7 TECH TRENDS
THAT HAVE
CHANGED BRAND
EXPERIENCES
1
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
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
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
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
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
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
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
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
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
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
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

More Related Content

What's hot

Disruptive Technology 2016
Disruptive Technology 2016Disruptive Technology 2016
Disruptive Technology 2016
4 All of Us
 
Culture 2.0: Why Digital Cultures are a Competitive Advantage - Brian Solis K...
Culture 2.0: Why Digital Cultures are a Competitive Advantage - Brian Solis K...Culture 2.0: Why Digital Cultures are a Competitive Advantage - Brian Solis K...
Culture 2.0: Why Digital Cultures are a Competitive Advantage - Brian Solis K...
Brian Solis
 
Does Generation Z hate our ads?
Does Generation Z hate our ads? Does Generation Z hate our ads?
Does Generation Z hate our ads?
Michael Paredrakos
 
26 Disruptive & Technology Trends 2016 - 2018
26 Disruptive & Technology Trends 2016 - 201826 Disruptive & Technology Trends 2016 - 2018
26 Disruptive & Technology Trends 2016 - 2018
Brian Solis
 
Fjord Trends 2018
Fjord Trends 2018  Fjord Trends 2018
Fjord Trends 2018
Fjord
 
State of influence 2.0 by Brian Solis and Traackr
State of influence 2.0 by Brian Solis and TraackrState of influence 2.0 by Brian Solis and Traackr
State of influence 2.0 by Brian Solis and Traackr
Brian Solis
 
Build a Modern Social Enterprise to Win in the 21st Century
Build a Modern Social Enterprise to Win in the 21st CenturyBuild a Modern Social Enterprise to Win in the 21st Century
Build a Modern Social Enterprise to Win in the 21st Century
Cognizant
 
The 2014 State Of Digital Transformation
The 2014 State Of Digital TransformationThe 2014 State Of Digital Transformation
The 2014 State Of Digital Transformation
Bryan K. O'Rourke
 
Optimising Digital Collaboration From the Inside Out
Optimising Digital Collaboration From the Inside OutOptimising Digital Collaboration From the Inside Out
Optimising Digital Collaboration From the Inside Out
MSL
 
Brian Solis - Innovation starts with a shift in perspective
Brian Solis - Innovation starts with a shift in perspectiveBrian Solis - Innovation starts with a shift in perspective
Brian Solis - Innovation starts with a shift in perspective
Web à Québec
 
Did You Know? 6.0: Change to Thrive
Did You Know? 6.0: Change to ThriveDid You Know? 6.0: Change to Thrive
Did You Know? 6.0: Change to Thrive
XPLANE
 
The disruption of branding, advertising and campaigning
The disruption of branding, advertising and campaigningThe disruption of branding, advertising and campaigning
The disruption of branding, advertising and campaigning
SUE Amsterdam
 
trendwatching.com’s 10 CRUCIAL CONSUMER TRENDS FOR 2013
trendwatching.com’s 10 CRUCIAL CONSUMER TRENDS FOR 2013trendwatching.com’s 10 CRUCIAL CONSUMER TRENDS FOR 2013
trendwatching.com’s 10 CRUCIAL CONSUMER TRENDS FOR 2013
TrendWatching
 
Digital Brands & Live Experiences: Connecting with Your Audience IRL
Digital Brands & Live Experiences: Connecting with Your Audience IRLDigital Brands & Live Experiences: Connecting with Your Audience IRL
Digital Brands & Live Experiences: Connecting with Your Audience IRL
PBJS
 
6 Data-Driven Leadership Trends for 2016
6 Data-Driven Leadership Trends for 20166 Data-Driven Leadership Trends for 2016
6 Data-Driven Leadership Trends for 2016
IBM THINK Leaders
 
IBM BAO For The Intelligent Enterprise
IBM BAO For The Intelligent EnterpriseIBM BAO For The Intelligent Enterprise
IBM BAO For The Intelligent Enterprise
Friedel Jonker
 
#HavasSXSW 2018 Takeaways
#HavasSXSW 2018 Takeaways#HavasSXSW 2018 Takeaways
#HavasSXSW 2018 Takeaways
Havas
 
Side Smirk Capabilities
Side Smirk CapabilitiesSide Smirk Capabilities
Side Smirk Capabilities
Side Smirk
 
CIC 2016
CIC 2016CIC 2016
CIC 2016
Andy Basham
 
Evolve The Song By Rosabeth Moss Kanter
Evolve The Song By  Rosabeth  Moss  KanterEvolve The Song By  Rosabeth  Moss  Kanter
Evolve The Song By Rosabeth Moss Kanter
Dawn Swartz
 

What's hot (20)

Disruptive Technology 2016
Disruptive Technology 2016Disruptive Technology 2016
Disruptive Technology 2016
 
Culture 2.0: Why Digital Cultures are a Competitive Advantage - Brian Solis K...
Culture 2.0: Why Digital Cultures are a Competitive Advantage - Brian Solis K...Culture 2.0: Why Digital Cultures are a Competitive Advantage - Brian Solis K...
Culture 2.0: Why Digital Cultures are a Competitive Advantage - Brian Solis K...
 
Does Generation Z hate our ads?
Does Generation Z hate our ads? Does Generation Z hate our ads?
Does Generation Z hate our ads?
 
26 Disruptive & Technology Trends 2016 - 2018
26 Disruptive & Technology Trends 2016 - 201826 Disruptive & Technology Trends 2016 - 2018
26 Disruptive & Technology Trends 2016 - 2018
 
Fjord Trends 2018
Fjord Trends 2018  Fjord Trends 2018
Fjord Trends 2018
 
State of influence 2.0 by Brian Solis and Traackr
State of influence 2.0 by Brian Solis and TraackrState of influence 2.0 by Brian Solis and Traackr
State of influence 2.0 by Brian Solis and Traackr
 
Build a Modern Social Enterprise to Win in the 21st Century
Build a Modern Social Enterprise to Win in the 21st CenturyBuild a Modern Social Enterprise to Win in the 21st Century
Build a Modern Social Enterprise to Win in the 21st Century
 
The 2014 State Of Digital Transformation
The 2014 State Of Digital TransformationThe 2014 State Of Digital Transformation
The 2014 State Of Digital Transformation
 
Optimising Digital Collaboration From the Inside Out
Optimising Digital Collaboration From the Inside OutOptimising Digital Collaboration From the Inside Out
Optimising Digital Collaboration From the Inside Out
 
Brian Solis - Innovation starts with a shift in perspective
Brian Solis - Innovation starts with a shift in perspectiveBrian Solis - Innovation starts with a shift in perspective
Brian Solis - Innovation starts with a shift in perspective
 
Did You Know? 6.0: Change to Thrive
Did You Know? 6.0: Change to ThriveDid You Know? 6.0: Change to Thrive
Did You Know? 6.0: Change to Thrive
 
The disruption of branding, advertising and campaigning
The disruption of branding, advertising and campaigningThe disruption of branding, advertising and campaigning
The disruption of branding, advertising and campaigning
 
trendwatching.com’s 10 CRUCIAL CONSUMER TRENDS FOR 2013
trendwatching.com’s 10 CRUCIAL CONSUMER TRENDS FOR 2013trendwatching.com’s 10 CRUCIAL CONSUMER TRENDS FOR 2013
trendwatching.com’s 10 CRUCIAL CONSUMER TRENDS FOR 2013
 
Digital Brands & Live Experiences: Connecting with Your Audience IRL
Digital Brands & Live Experiences: Connecting with Your Audience IRLDigital Brands & Live Experiences: Connecting with Your Audience IRL
Digital Brands & Live Experiences: Connecting with Your Audience IRL
 
6 Data-Driven Leadership Trends for 2016
6 Data-Driven Leadership Trends for 20166 Data-Driven Leadership Trends for 2016
6 Data-Driven Leadership Trends for 2016
 
IBM BAO For The Intelligent Enterprise
IBM BAO For The Intelligent EnterpriseIBM BAO For The Intelligent Enterprise
IBM BAO For The Intelligent Enterprise
 
#HavasSXSW 2018 Takeaways
#HavasSXSW 2018 Takeaways#HavasSXSW 2018 Takeaways
#HavasSXSW 2018 Takeaways
 
Side Smirk Capabilities
Side Smirk CapabilitiesSide Smirk Capabilities
Side Smirk Capabilities
 
CIC 2016
CIC 2016CIC 2016
CIC 2016
 
Evolve The Song By Rosabeth Moss Kanter
Evolve The Song By  Rosabeth  Moss  KanterEvolve The Song By  Rosabeth  Moss  Kanter
Evolve The Song By Rosabeth Moss Kanter
 

Viewers also liked

Case study on HSBC Bank
Case study on HSBC BankCase study on HSBC Bank
Case study on HSBC Bank
nanayem
 
Digital, social & mobile marketing trends for better brand experiences
Digital, social & mobile marketing trends for better brand experiencesDigital, social & mobile marketing trends for better brand experiences
Digital, social & mobile marketing trends for better brand experiences
Jack Morton Worldwide
 
10 emerging trends in education and technology for 2016
10 emerging trends in education and technology for 201610 emerging trends in education and technology for 2016
10 emerging trends in education and technology for 2016
Meredithbhc
 
Top 10 trends In Education Technology for 2016
Top 10 trends In Education Technology for 2016Top 10 trends In Education Technology for 2016
Top 10 trends In Education Technology for 2016
karima1
 
Gartner: Top 10 Technology Trends 2015
Gartner: Top 10 Technology Trends 2015Gartner: Top 10 Technology Trends 2015
Gartner: Top 10 Technology Trends 2015
Den Reymer
 
Brand building trends | Why human brands are a terrible idea
Brand building trends | Why human brands are a terrible ideaBrand building trends | Why human brands are a terrible idea
Brand building trends | Why human brands are a terrible idea
Jack Morton Worldwide
 
Gartner: Top 10 Strategic Technology Trends 2016
Gartner: Top 10 Strategic Technology Trends 2016Gartner: Top 10 Strategic Technology Trends 2016
Gartner: Top 10 Strategic Technology Trends 2016
Den Reymer
 
Gartner TOP 10 Strategic Technology Trends 2017
Gartner TOP 10 Strategic Technology Trends 2017Gartner TOP 10 Strategic Technology Trends 2017
Gartner TOP 10 Strategic Technology Trends 2017
Den Reymer
 

Viewers also liked (8)

Case study on HSBC Bank
Case study on HSBC BankCase study on HSBC Bank
Case study on HSBC Bank
 
Digital, social & mobile marketing trends for better brand experiences
Digital, social & mobile marketing trends for better brand experiencesDigital, social & mobile marketing trends for better brand experiences
Digital, social & mobile marketing trends for better brand experiences
 
10 emerging trends in education and technology for 2016
10 emerging trends in education and technology for 201610 emerging trends in education and technology for 2016
10 emerging trends in education and technology for 2016
 
Top 10 trends In Education Technology for 2016
Top 10 trends In Education Technology for 2016Top 10 trends In Education Technology for 2016
Top 10 trends In Education Technology for 2016
 
Gartner: Top 10 Technology Trends 2015
Gartner: Top 10 Technology Trends 2015Gartner: Top 10 Technology Trends 2015
Gartner: Top 10 Technology Trends 2015
 
Brand building trends | Why human brands are a terrible idea
Brand building trends | Why human brands are a terrible ideaBrand building trends | Why human brands are a terrible idea
Brand building trends | Why human brands are a terrible idea
 
Gartner: Top 10 Strategic Technology Trends 2016
Gartner: Top 10 Strategic Technology Trends 2016Gartner: Top 10 Strategic Technology Trends 2016
Gartner: Top 10 Strategic Technology Trends 2016
 
Gartner TOP 10 Strategic Technology Trends 2017
Gartner TOP 10 Strategic Technology Trends 2017Gartner TOP 10 Strategic Technology Trends 2017
Gartner TOP 10 Strategic Technology Trends 2017
 

Similar to 7 top technology trends and what they mean for brand experience

CES Learnings
CES LearningsCES Learnings
CES Learnings
Matt Duchesne
 
201306 Technology Outlook 2013 CGi
201306 Technology Outlook 2013  CGi201306 Technology Outlook 2013  CGi
201306 Technology Outlook 2013 CGi
Francisco Calzado
 
2015 elec manuf trends
2015 elec manuf trends2015 elec manuf trends
2015 elec manuf trends
Craig Richards
 
2015 Digital Trend Report
2015 Digital Trend Report2015 Digital Trend Report
2015 Digital Trend Report
GSW
 
The Netsize Guide 2010 'Mobile Renaissance'
The Netsize Guide 2010 'Mobile Renaissance'The Netsize Guide 2010 'Mobile Renaissance'
The Netsize Guide 2010 'Mobile Renaissance'
United Interactive™
 
WIN WORLD INSIGHTS | ISSUE 10 | YEAR 02
WIN WORLD INSIGHTS | ISSUE 10 | YEAR 02WIN WORLD INSIGHTS | ISSUE 10 | YEAR 02
WIN WORLD INSIGHTS | ISSUE 10 | YEAR 02
WIN World
 
Curiosity Stop Special: Techcrunch Disrupt 2016
Curiosity Stop Special: Techcrunch Disrupt 2016Curiosity Stop Special: Techcrunch Disrupt 2016
Curiosity Stop Special: Techcrunch Disrupt 2016
We Are Social
 
LCTop10DigitalTrends-FINAL-Report
LCTop10DigitalTrends-FINAL-ReportLCTop10DigitalTrends-FINAL-Report
LCTop10DigitalTrends-FINAL-Report
Laura StMarie
 
Tech Trends 2012
Tech Trends 2012Tech Trends 2012
Tech Trends 2012
frog
 
Interpreting CES 2014
Interpreting CES 2014Interpreting CES 2014
Interpreting CES 2014
What's Next
 
Internet of things
Internet of thingsInternet of things
Internet of things
tcs digital world
 
2015 05 NO INTERFACE
2015 05 NO INTERFACE2015 05 NO INTERFACE
2015 05 NO INTERFACE
TrendWatching
 
Mindshare's Global POVs: 2015-2016
Mindshare's Global POVs: 2015-2016Mindshare's Global POVs: 2015-2016
Mindshare's Global POVs: 2015-2016
Mindshare North America
 
The Future of Meetings is Going Mobile
The Future of Meetings is Going Mobile The Future of Meetings is Going Mobile
The Future of Meetings is Going Mobile
MeetingMogul
 
Executive Upgrade Required
Executive Upgrade RequiredExecutive Upgrade Required
Executive Upgrade Required
Bob Barker
 
Fallon Brainfood: CES 2011 Rewind
Fallon Brainfood: CES 2011 RewindFallon Brainfood: CES 2011 Rewind
Fallon Brainfood: CES 2011 Rewind
Jacob Abernathy
 
Digital strategy Report John Lynn
Digital strategy Report John LynnDigital strategy Report John Lynn
Digital strategy Report John Lynn
John Lynn
 
Discover the Latest Trending Apps and Platforms in 2024
Discover the Latest Trending Apps and Platforms in 2024Discover the Latest Trending Apps and Platforms in 2024
Discover the Latest Trending Apps and Platforms in 2024
mkttotalnow
 
Digital workplace microsoft
Digital workplace microsoftDigital workplace microsoft
Digital workplace microsoft
Titan4work
 
Digital workplace
Digital workplaceDigital workplace

Similar to 7 top technology trends and what they mean for brand experience (20)

CES Learnings
CES LearningsCES Learnings
CES Learnings
 
201306 Technology Outlook 2013 CGi
201306 Technology Outlook 2013  CGi201306 Technology Outlook 2013  CGi
201306 Technology Outlook 2013 CGi
 
2015 elec manuf trends
2015 elec manuf trends2015 elec manuf trends
2015 elec manuf trends
 
2015 Digital Trend Report
2015 Digital Trend Report2015 Digital Trend Report
2015 Digital Trend Report
 
The Netsize Guide 2010 'Mobile Renaissance'
The Netsize Guide 2010 'Mobile Renaissance'The Netsize Guide 2010 'Mobile Renaissance'
The Netsize Guide 2010 'Mobile Renaissance'
 
WIN WORLD INSIGHTS | ISSUE 10 | YEAR 02
WIN WORLD INSIGHTS | ISSUE 10 | YEAR 02WIN WORLD INSIGHTS | ISSUE 10 | YEAR 02
WIN WORLD INSIGHTS | ISSUE 10 | YEAR 02
 
Curiosity Stop Special: Techcrunch Disrupt 2016
Curiosity Stop Special: Techcrunch Disrupt 2016Curiosity Stop Special: Techcrunch Disrupt 2016
Curiosity Stop Special: Techcrunch Disrupt 2016
 
LCTop10DigitalTrends-FINAL-Report
LCTop10DigitalTrends-FINAL-ReportLCTop10DigitalTrends-FINAL-Report
LCTop10DigitalTrends-FINAL-Report
 
Tech Trends 2012
Tech Trends 2012Tech Trends 2012
Tech Trends 2012
 
Interpreting CES 2014
Interpreting CES 2014Interpreting CES 2014
Interpreting CES 2014
 
Internet of things
Internet of thingsInternet of things
Internet of things
 
2015 05 NO INTERFACE
2015 05 NO INTERFACE2015 05 NO INTERFACE
2015 05 NO INTERFACE
 
Mindshare's Global POVs: 2015-2016
Mindshare's Global POVs: 2015-2016Mindshare's Global POVs: 2015-2016
Mindshare's Global POVs: 2015-2016
 
The Future of Meetings is Going Mobile
The Future of Meetings is Going Mobile The Future of Meetings is Going Mobile
The Future of Meetings is Going Mobile
 
Executive Upgrade Required
Executive Upgrade RequiredExecutive Upgrade Required
Executive Upgrade Required
 
Fallon Brainfood: CES 2011 Rewind
Fallon Brainfood: CES 2011 RewindFallon Brainfood: CES 2011 Rewind
Fallon Brainfood: CES 2011 Rewind
 
Digital strategy Report John Lynn
Digital strategy Report John LynnDigital strategy Report John Lynn
Digital strategy Report John Lynn
 
Discover the Latest Trending Apps and Platforms in 2024
Discover the Latest Trending Apps and Platforms in 2024Discover the Latest Trending Apps and Platforms in 2024
Discover the Latest Trending Apps and Platforms in 2024
 
Digital workplace microsoft
Digital workplace microsoftDigital workplace microsoft
Digital workplace microsoft
 
Digital workplace
Digital workplaceDigital workplace
Digital workplace
 

More from Jack Morton Worldwide

NRF 2019 in review
NRF 2019 in reviewNRF 2019 in review
NRF 2019 in review
Jack Morton Worldwide
 
CES 2019 in review
CES 2019 in reviewCES 2019 in review
CES 2019 in review
Jack Morton Worldwide
 
Best practices for technology at events
Best practices for technology at eventsBest practices for technology at events
Best practices for technology at events
Jack Morton Worldwide
 
How pharma and healthcare brands can engage consumers in order to drive growth
How pharma and healthcare brands can engage consumers in order to drive growthHow pharma and healthcare brands can engage consumers in order to drive growth
How pharma and healthcare brands can engage consumers in order to drive growth
Jack Morton Worldwide
 
Big data and the need for better consumer insights
Big data and the need for better consumer insightsBig data and the need for better consumer insights
Big data and the need for better consumer insights
Jack Morton Worldwide
 
4 best practices for corporate meetings
4 best practices for corporate meetings4 best practices for corporate meetings
4 best practices for corporate meetings
Jack Morton Worldwide
 
Trade show booth ideas
Trade show booth ideasTrade show booth ideas
Trade show booth ideas
Jack Morton Worldwide
 
Event marketing strategies
Event marketing strategiesEvent marketing strategies
Event marketing strategies
Jack Morton Worldwide
 
Insights on brand experience and creativity
Insights on brand experience and creativityInsights on brand experience and creativity
Insights on brand experience and creativity
Jack Morton Worldwide
 
Brand experience ideas based on sensory branding insights
Brand experience ideas based on sensory branding insightsBrand experience ideas based on sensory branding insights
Brand experience ideas based on sensory branding insights
Jack Morton Worldwide
 
How pharma and healthcare brands can improve their customer experience
How pharma and healthcare brands can improve their customer experienceHow pharma and healthcare brands can improve their customer experience
How pharma and healthcare brands can improve their customer experience
Jack Morton Worldwide
 
Content marketing best practices
Content marketing best practicesContent marketing best practices
Content marketing best practices
Jack Morton Worldwide
 
Trade show exhibitor tips: Lessons from Mobile Congress 2015
Trade show exhibitor tips: Lessons from Mobile Congress 2015Trade show exhibitor tips: Lessons from Mobile Congress 2015
Trade show exhibitor tips: Lessons from Mobile Congress 2015
Jack Morton Worldwide
 
Brand experience and marketing trends from Cannes Lions 2014
Brand experience and marketing trends from Cannes Lions 2014Brand experience and marketing trends from Cannes Lions 2014
Brand experience and marketing trends from Cannes Lions 2014
Jack Morton Worldwide
 
Brand experience media planning
Brand experience media planningBrand experience media planning
Brand experience media planning
Jack Morton Worldwide
 
Consumer Electronics Show (CES) 2015 marketing trends for brands and marketers
Consumer Electronics Show (CES) 2015 marketing trends for brands and marketersConsumer Electronics Show (CES) 2015 marketing trends for brands and marketers
Consumer Electronics Show (CES) 2015 marketing trends for brands and marketers
Jack Morton Worldwide
 
Apps@work: Creating mobile apps to drive employee engagement
Apps@work: Creating mobile apps to drive employee engagementApps@work: Creating mobile apps to drive employee engagement
Apps@work: Creating mobile apps to drive employee engagement
Jack Morton Worldwide
 
Employee engagement research and best practices
Employee engagement research and best practicesEmployee engagement research and best practices
Employee engagement research and best practices
Jack Morton Worldwide
 
Experience design best practices: Sensory marketing
Experience design best practices: Sensory marketingExperience design best practices: Sensory marketing
Experience design best practices: Sensory marketing
Jack Morton Worldwide
 
Cannes Lions: Marketing trends and what we learned from Kanye West
Cannes Lions: Marketing trends and what we learned from Kanye WestCannes Lions: Marketing trends and what we learned from Kanye West
Cannes Lions: Marketing trends and what we learned from Kanye West
Jack Morton Worldwide
 

More from Jack Morton Worldwide (20)

NRF 2019 in review
NRF 2019 in reviewNRF 2019 in review
NRF 2019 in review
 
CES 2019 in review
CES 2019 in reviewCES 2019 in review
CES 2019 in review
 
Best practices for technology at events
Best practices for technology at eventsBest practices for technology at events
Best practices for technology at events
 
How pharma and healthcare brands can engage consumers in order to drive growth
How pharma and healthcare brands can engage consumers in order to drive growthHow pharma and healthcare brands can engage consumers in order to drive growth
How pharma and healthcare brands can engage consumers in order to drive growth
 
Big data and the need for better consumer insights
Big data and the need for better consumer insightsBig data and the need for better consumer insights
Big data and the need for better consumer insights
 
4 best practices for corporate meetings
4 best practices for corporate meetings4 best practices for corporate meetings
4 best practices for corporate meetings
 
Trade show booth ideas
Trade show booth ideasTrade show booth ideas
Trade show booth ideas
 
Event marketing strategies
Event marketing strategiesEvent marketing strategies
Event marketing strategies
 
Insights on brand experience and creativity
Insights on brand experience and creativityInsights on brand experience and creativity
Insights on brand experience and creativity
 
Brand experience ideas based on sensory branding insights
Brand experience ideas based on sensory branding insightsBrand experience ideas based on sensory branding insights
Brand experience ideas based on sensory branding insights
 
How pharma and healthcare brands can improve their customer experience
How pharma and healthcare brands can improve their customer experienceHow pharma and healthcare brands can improve their customer experience
How pharma and healthcare brands can improve their customer experience
 
Content marketing best practices
Content marketing best practicesContent marketing best practices
Content marketing best practices
 
Trade show exhibitor tips: Lessons from Mobile Congress 2015
Trade show exhibitor tips: Lessons from Mobile Congress 2015Trade show exhibitor tips: Lessons from Mobile Congress 2015
Trade show exhibitor tips: Lessons from Mobile Congress 2015
 
Brand experience and marketing trends from Cannes Lions 2014
Brand experience and marketing trends from Cannes Lions 2014Brand experience and marketing trends from Cannes Lions 2014
Brand experience and marketing trends from Cannes Lions 2014
 
Brand experience media planning
Brand experience media planningBrand experience media planning
Brand experience media planning
 
Consumer Electronics Show (CES) 2015 marketing trends for brands and marketers
Consumer Electronics Show (CES) 2015 marketing trends for brands and marketersConsumer Electronics Show (CES) 2015 marketing trends for brands and marketers
Consumer Electronics Show (CES) 2015 marketing trends for brands and marketers
 
Apps@work: Creating mobile apps to drive employee engagement
Apps@work: Creating mobile apps to drive employee engagementApps@work: Creating mobile apps to drive employee engagement
Apps@work: Creating mobile apps to drive employee engagement
 
Employee engagement research and best practices
Employee engagement research and best practicesEmployee engagement research and best practices
Employee engagement research and best practices
 
Experience design best practices: Sensory marketing
Experience design best practices: Sensory marketingExperience design best practices: Sensory marketing
Experience design best practices: Sensory marketing
 
Cannes Lions: Marketing trends and what we learned from Kanye West
Cannes Lions: Marketing trends and what we learned from Kanye WestCannes Lions: Marketing trends and what we learned from Kanye West
Cannes Lions: Marketing trends and what we learned from Kanye West
 

Recently uploaded

2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
mjenkins13
 
Brand Repositioning & Communication Presentation
Brand Repositioning & Communication PresentationBrand Repositioning & Communication Presentation
Brand Repositioning & Communication Presentation
Rajesh Math
 
Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...
Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...
Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin LundPPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Uncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account ManagementUncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account Management
GNW Consulting
 
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdfAdult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
jorge638714
 
Mobile Marketing in the form of ppt document
Mobile Marketing in the form of ppt documentMobile Marketing in the form of ppt document
Mobile Marketing in the form of ppt document
ArhamBaloch1
 
KODA Digital Marketing Agency Profile Services.pdf
KODA Digital Marketing Agency Profile Services.pdfKODA Digital Marketing Agency Profile Services.pdf
KODA Digital Marketing Agency Profile Services.pdf
amanprince3789
 
Unlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo EngageUnlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo Engage
GNW Consulting
 
How Can German Auto Repair Shops Benefit From Digital Marketing
How Can German Auto Repair Shops Benefit From Digital MarketingHow Can German Auto Repair Shops Benefit From Digital Marketing
How Can German Auto Repair Shops Benefit From Digital Marketing
German Repair Shop Marketing
 
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
VWO
 
Content Optimization Master Class - Matt Raven
Content Optimization Master Class - Matt RavenContent Optimization Master Class - Matt Raven
The Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led CompaniesThe Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led Companies
Bethan Vincent
 
How Social Media effect on business | eflot
How Social Media effect on business | eflotHow Social Media effect on business | eflot
How Social Media effect on business | eflot
swethag283189
 
Rural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural IndiaRural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural India
Saravanan Sugadevan
 
1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf
1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf
1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf
Kaushal445159
 
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-ChannelsHow to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
Vbout.com
 
Ranking in AI-powered Search - Berlin SEO & Content Club 2024
Ranking in AI-powered Search - Berlin SEO & Content Club  2024Ranking in AI-powered Search - Berlin SEO & Content Club  2024
Ranking in AI-powered Search - Berlin SEO & Content Club 2024
Flow Agency (formerly Flow SEO)
 
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
Top Klickz
 

Recently uploaded (20)

2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
 
Brand Repositioning & Communication Presentation
Brand Repositioning & Communication PresentationBrand Repositioning & Communication Presentation
Brand Repositioning & Communication Presentation
 
Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...
Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...
Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...
 
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin LundPPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
 
Uncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account ManagementUncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account Management
 
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdfAdult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
 
Mobile Marketing in the form of ppt document
Mobile Marketing in the form of ppt documentMobile Marketing in the form of ppt document
Mobile Marketing in the form of ppt document
 
KODA Digital Marketing Agency Profile Services.pdf
KODA Digital Marketing Agency Profile Services.pdfKODA Digital Marketing Agency Profile Services.pdf
KODA Digital Marketing Agency Profile Services.pdf
 
Unlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo EngageUnlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo Engage
 
How Can German Auto Repair Shops Benefit From Digital Marketing
How Can German Auto Repair Shops Benefit From Digital MarketingHow Can German Auto Repair Shops Benefit From Digital Marketing
How Can German Auto Repair Shops Benefit From Digital Marketing
 
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
 
Social Media and Personal Branding - Bob Cargill
Social Media and Personal Branding - Bob CargillSocial Media and Personal Branding - Bob Cargill
Social Media and Personal Branding - Bob Cargill
 
Content Optimization Master Class - Matt Raven
Content Optimization Master Class - Matt RavenContent Optimization Master Class - Matt Raven
Content Optimization Master Class - Matt Raven
 
The Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led CompaniesThe Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led Companies
 
How Social Media effect on business | eflot
How Social Media effect on business | eflotHow Social Media effect on business | eflot
How Social Media effect on business | eflot
 
Rural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural IndiaRural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural India
 
1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf
1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf
1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf
 
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-ChannelsHow to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
 
Ranking in AI-powered Search - Berlin SEO & Content Club 2024
Ranking in AI-powered Search - Berlin SEO & Content Club  2024Ranking in AI-powered Search - Berlin SEO & Content Club  2024
Ranking in AI-powered Search - Berlin SEO & Content Club 2024
 
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
 

7 top technology trends and what they mean for brand experience

  • 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