Wavebreak Media Ltd/123RF
 

Experiences – The Future of Advertising

  • 26 July 2017
  • Jermaine Wright

Seen largely as the next technological frontier Virtual Reality (VR) is actually already big business. The VR market is estimated to be worth $5.2 billion by 2018 and is poised for massive growth by 2020.

VR will become uber-popular simply because the experience is unparalleled, taking the user into a mind-blowing world that feels real.

What makes VR so intriguing for marketers is that there is a lot brand can do to leverage the technology. But VR is just one aspect of the new emotional journey that brands and consumers are about to embark upon.

In a few years’ time, most of our words will be emoticons and customers will give feedback in Snaps.

If you think it’s unfathomable, the most used word in social media last year was the heart emoticon.

Customers/consumers now have the power and it has been proven that they want to interact with companies on a human level rather than being sold to.

Already 75% of consumers expect and want retail experiences to be personalized, and over the next 10 years, we will witness a shift from customers obsessing over what advertising looks like, to what advertising feels like.

Advertising will move from communicating to predicting, and emoting, based on human needs.

Life is going to be a lot more digital and automated, therefore, a more personalized, digitized future awaits the world of advertising.

Content and Advertising will Become One

More brands will be using technology like VR to connect with their audience. With this type of technology, marketers will then be able to create advertising ‘experiences’ that will excite consumers and will blend ads and content together.

Content and Advertising will Become Very Interlinked

Experiences and participation will eventually replace broadcasting. Social media has already started to bridge the gap between broadcast and participation.

Consumers can now react to adverts and share their feelings directly with advertisers but by 2020 VR and other emerging technology will give marketers the opportunity to create immersive, life-like experiences.

People will “step into” brand experiences and ads will be filmed with 360-degree cameras. These ads will be emanated via Oculus Rift so people can enjoy a rich-interactive experience in their living rooms, at no cost.

For example rather than simply creating a campaign focused around an event, sponsors could allow consumers to experience that particular event live anywhere and share the experience with those present at the event.

Closer Relationships with Brands

According to a 2014 study by neuroeconomist Paul Zak, three out of eight people now love brands more than their spouses, because thinking of brands releases more oxytocin – the same reaction generated when being hugged.

Due to the power of technology advertisers will know how much customers like their ads because of smartwatches that can measure their pulses.

As people become more and more connected to technology, marketers will be able to learn more about each and every consumer.

The more connected we become to the online world, the more marketers will know about consumers’ purchase history, their passions and interests, their personalities, and even their physical reactions to certain ads.

This will allow brands to create customised ads where screens and posters will display different images based on the information on a person’s mobile phone and the profile they fit.

Basically, the Amazon Recommends feature on steroids!

Conclusion

We are about to venture in the golden age of marketing experiences. Advertising agencies will soon be producing augmented marketing campaigns like never before.

We saw the massive euphoria caused by the augmented reality experiences of the Pokemon GO video game.

The current consumer/customer is hard to impress and the success of future advertising will rely on the relevance of the message to the receiver.

Authenticity will continue to be the most powerful strategy to win over audiences and user-generated campaigns will be key to building stronger online communities.

About Jermaine Wright

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