With consumers and businesses being inundated with more options and advertisements than ever, the ability to differentiate your company has become extremely critical. But how can marketers achieve this differentiation? Enter experiential marketing technology! If you are wondering what exactly is experiential marketing technology, don’t worry you aren’t alone. Experiential marketing technology is any type of technology that interacts with a consumer to improve the user experience or brand awareness. Here are several specific examples of experiential marketing technology that any business can use!
1. Display Technology
Display technology can only loop a video or present information, right? WRONG! Experiential marketing display technology can do so much more than just present a video. Motion detection technology can recognize when a person walks up to the display, then trigger the video or presentation. Facial recognition software can select a specified greeting based on the age and gender of the viewer (we are working from the classic binary here, no offense intended), all while collecting data. Combine these with a touch screen and you have a display which can track when a person approaches, interact with the user, and track their responses.
2. Virtual reality
Users want to be entertained, and there is no better experiential technology for entertainment than virtual reality! Traditionally, video games only allow the user to be entertained, while virtual reality games create an interactive experience where marketing messages can be effectively conveyed. These games not only increase brand engagement, they increase retention of details as well. All the actions the user takes within the virtual realm can be tracked and converted to actionable analytics. Instead of distributing traditional marketing material, virtual reality can capture a potential client’s attention and drive sales.
3. Augmented REALITY
Thanks to the Pokémon Go craze, we all have a general idea of what augmented reality is, but not many grasp the full marketing capabilities of the technology. Augmented reality allows programmers to overlay real world objects with digital information which the user can see in real time. Traditional marketing material such as brochures, posters, and logos are static and can only convey one message, while augmented reality allows marketing material to come to life with a simple scan. Just like virtual reality, augmented reality can track analytics to increase ROI and inform your future marketing decisions.
4. Interactive Interiors
If you walk into any store in the mall, you will see a branded interior environment. Unfortunately for these stores, we have become so accustomed to seeing these types of advertisements that we almost completely tune them out. Brick-and-mortar stores need to implement technology that can successfully attract customers and drive sales. Known as interactive interiors, this experiential technology blends the store’s already existing structure with interactive computing designed to give the user more control of their environment, more information about product and services, and the ability to view suggestions. Shopping will never be the same for both the employees and customers!