The technology showcase was a spectacle of technologies and innovations fast approaching the mainstream. In some cases, those inventions are already being utilized as marketing technology, equipping brands with whole new dimensions of dispensing their message and connecting with an audience, according to Ad Week.
Many fellow innovators find a great degree of value in simply being exposed to new ideas and ways to leverage technology for new marketing initiatives. As the price point on drones drop considerably, and with virtual reality finally arriving en masse, experts and marketers are betting big that these technologies inspire new types of digital marketing strategies.
Breaking Bounds with Drone-Based Campaigns
The drone marketplace is buzzing with options available to the private consumer, and major brands have started investing in the technology as well. Amazon’s plans for drone delivery of orders has garnered most of the attention, but other companies have announced plans to use drones for surveillance, surveying, and other relevant activities.
Marketers know there’s advertising power in drones themselves, if only because the technology still inspires wonder. But there are practical uses to be had as well. One of the most obvious uses is video: Drones can expand the limits of video content creation, and the combination of smartphones and drones can even facilitate live-streaming. Cannes Film Festival used drones to take video and pictures of event-goers, creating a new form of experience, according to Digital Doughnut. GE, conversely, has used drones to help showcase the advances made in its aeronautic products, such as jet turbines.
Drones can offer a new form of perspective, and a new means of moving goods. And these are just a few of the first iterations of drone marketing campaigns.
Virtual Reality Sells an Experience
Virtual reality has been a hard-to-access technology until recently, but that is gradually changing. Brands now have some access to 360-camera technology that can be used to create a virtual reality experience, and that is opening the doors to a new level of engagement with audience.
After all, the selling point of VR is the experience—one that is fully immersive and completely engaging. Users aren’t distracted or passively engaged with virtual reality, and this lends itself to several types of experiences through the marketing technology.
Brands can seek a VR experience that is educational or product-focused. It can build positive brand associations by exposing users to new experiences that they haven’t had before, even ones that are very remote and inaccessible in real life. As eConsultancy notes, the US Air Force uses VR to show average citizens what it’s like to be a fighter pilot.
Eventually VR will require a significant devotion of digital marketing resources. For now, brands seeking to entertain and engage consumers have an untapped resource finally at their disposal.
Digital marketing has changed a lot even in the past few years, but don’t be surprised to see these new technologies blur the line between the virtual and physical worlds.
For tips on using innovative media in content marketing, check out Skyword’s webinar on digital media strategies for increasing audience loyalty.
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