Brands have to tell their stories in unique and innovative ways in order to attract their targeted audience. Consumers want to feel a connection to a brand in order for them to truly feel like it is for them. They want to learn more about the brand, options, what the particular company represents, and how it fits their views and opinions.
With the rise of social media, mobile apps and other digital platforms, consumers now have the ability to learn about brands by conducting their own research prior to purchase. This puts more pressure on advertisers to incorporate new technology into their marketing strategy to engage and interact with consumers as they are doing their research. Here are some of the most innovative technologies influencing how brands tell their stories today.
Virtual Reality for Storytelling
Virtual Reality and Augmented Reality (VR / AR) are not brand new concepts, but how they are being utilized is evolving. If you just consider their growth trajectories – both over $3 billion in value now and projected to be over $75 billion by 2021, you can see that creating immersive digital experiences have become more than a fad. Big brands like IKEA are using virtual headsets to allow consumers to walk through an entire store without leaving their homes.
AR isn’t just for Pokemon hunting either. In many cases, people are using the technology to experience an item before they purchase. Companies like Marxent and Vertebrae are developing groundbreaking technologies that do everything from enabling users to see what a piece of furniture will look like in their home by looking through their phone or tablet, to allowing you to digitally “try on” a pair of sunglasses to see which looks the best on you before you buy.
Mobile Applications to Create Virtual Experiences
While AR/VR are certainly high-tech, many find that they still have a high barrier to entry for brands due to expense and lower consumer understanding and adoption rates. However, virtual applications on mobile devices can be more accessible as most consumers with spending power have a phone and have downloaded and used an app before.
According to a report by Hubspot on the state of virtual reality, location-based applications could be on the rise in 2019 because they “bring a concept or a brand to people where they already are, instead of fighting for their attention in a sea of marketing messages.” With mobile, you also don’t have to develop a new app from scratch. Many advertisers can also use existing applications like Waze, to send targeted ads to users as they are using the app to navigate the roads.
Connect With A Consumer’s Emotions
A major benefit of using new digital platforms to advertise is gaining the ability to learn more about why a consumer is buying. Understanding more about how someone feels about your product, services or brand unlocks new ways to connect with them on an emotional level.
As a media planning agency, we often suggest tailoring your advertising toward media and channels that allow you to connect with your consumer’s emotions, rather than just promoting a particular service or product on a platform because it is “trendy”. At Morgan & Co., we stay current on all the latest technologies and trends so we know exactly how to help you tell your brand’s story most effectively. Regardless of the industry you are involved in, don’t hesitate to contact us to see how we can help you use new technology to get your message to your audience.
