Virtual and
augmented reality advertising
The concept
of virtual reality (VR) has been around for quite some time, with much
controversy over when the concept was first realized. Nonetheless, real science
is slowly catching up with the imaginations of science fiction and lo and
behold; VR and AR technologies are now becoming commonplace in consumer
society.
With
marketers realizing the popularity of consumer VR and AR devices, and the
immersive experience they offer, various virtual reality marketing agencies
such as Reverge have sprung up to fill this extremely fresh niche. This is as
well as mega-brands Coca Cola and McDonalds developing their own VR campaigns,
which just goes to show there is a rising demand for these types of specialist
marketing services.
Marketers
have also been thinking up novel uses for VR technology such as real estate
agents offering virtual house tours, VR rollercoasters featuring deep space
battles, and greater immersion in online gaming.
Back in
2014, high street brands Topshop and John Lewis were already experimenting with
VR in their marketing, with Topshop offering competition winners virtual seats
to the London fashion show and John Lewis debuting an interactive story
featuring a small boy and his penguin.
So with high
street brands finding their feet with virtual reality, and Facebook founder
Mark Zuckerberg investing upwards of $2 Billion on the purchase of the Oculus
VR, one can imagine we are likely to experience a boom in affordable VR
technology. But what can we expect from virtual reality advertising and
marketing in the near future?
The
deployment of bots replacing human interaction
You may
already be aware of bots. For example, you may have seen the likes of Murphy
Bot – which answers your what-if question in the form of an image. Or
prediction bots – offering high-accuracy sports predictions. Or you may have
already spoken to a bot unaware that it wasn’t a human, in the form of a chat
bot on an ecommerce website.
For those
who aren’t really sure what a bot is, it’s a series of algorithms forming an
application that can be programmed to perform automated tasks such as searching
the internet or performing actions on request.
Since these
systems grow as they learn, and are connected to the internet 24/7, they could
potentially be able to let you know when the items you want are on sale, remind
you of the events you’re planning to attend, or order pizza for you without you
having to even lift a finger.
The
marketing benefits for this kind of technology are immense, and with automation
becoming a thing of the present, it looks like marketers wouldn’t have to lift
a finger either! (That is, until our robot overlords enslave us all).
The
proliferation of AI in automated decision making
There have
been many advances in the field of AI in recent years, with features in your
life you wouldn’t even know are governed by artificial intelligence algorithms.
The
autocorrect feature on your phone for example traces the patterns of your
spelling, learns from your previous errors and refines its prediction process
based on user input combined with a nifty machine learning algorithm.
AI is
another science fantasy coming to life, yet how is it currently being
integrated into today’s marketing efforts?
Well for
one, Google has made extremely progressive advances in machine learning and
cognitive processing that has been successfully introducing these functions
into their products and services for a while now. With AI prevalent in indexing
websites, reverse image search and YouTube recommendations. It has even been
integrated into their ad network.
IBM are also
experiencing success with their flagship AI – Watson, who recently composed a
song. Like Google, IBM have given the public access to the Watson Developer
Cloud (their API) which means developers can now start to produce apps and
services for a variety of marketing purposes – all featuring AI.
As for the
future of artificial intelligence, we’ll let you ponder that one.
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