IMMERSE 101 - Company Projections
The experience economy is continuing to grow with more and more companies and businesses investing in it, developing new products and trying to find new effective ways to communicate with audiences. The demand for immersive interactions will only continue to expand making it essential that marketers properly understand how they can create the most relevant content for audiences within the oversaturated experience economy.
The Immersive principles can be used to create better forms of communications but only when these experiences don’t focus on pushing an audience towards a purchase. In contrast experiences that incorporate all three of the immersive principles can provide a strong platform for communicating brand purpose and company values as these experiences can successfully demonstrate the connective power of a message.
Any form of media can be created using the immersive principles but communications such as non-digital billboards will be one-off stunts and are limited in their reach and ability to build a positive lasting connection with audiences even if they have immediate success. Immersive experiences should be an opportunity to build strong connections between an audience and a brand and the focus should be on this long-term relationship with the consumer rather than short term publicity.
There is huge potential for developing meaningful digital experiences using AR which are cost effective and easily accessible for an audience especially as 5G becomes more widespread and technology more integrated into everyday lives. Marketers should be aware that as natural language processing improves these experiences will have the potential to provide infinite possibilities for audiences across many mediums.
As technology begins to transform the world around us and we become even more reliant on it audiences will still seek out real-world experiences as moments of escape from the digital necessities of their lives. This will lead to many successful experiences being low-tech and stimulating the senses to transport audiences into an alternative world where they connect with a brand through feeling not thinking and a powerful and long-lasting relationship is fostered.