Navigating the New Tech Landscape: A Marketer’s Introduction to Innovation and Integration #1
As a marketing professional in today’s rapidly evolving technological landscape, it’s easy to feel overwhelmed. From 3D technology and Augmented Reality (AR) to the expansive realms of Virtual Reality (VR), Extended Reality (XR), Mixed Reality (MR), and the burgeoning concept of the Metaverse, the pace of innovation is breathtaking. This whirlwind of change brings with it a slew of questions: “What’s in it for us?” and “Do we really need to delve into this?”
I resonate with these questions. With over a decade of experience as an enterprise immersive expert and a background in marketing across various industries, I’ve witnessed firsthand the confusion that can arise from the current state of technology. It’s a daunting task to keep up with these advancements, but it’s also an exciting opportunity.
Embracing the New Normal Post-COVID, the world eagerly anticipated a return to ‘normalcy.’ However, what we failed to recognize is that our ‘normal’ has been irrevocably altered. It’s a hybrid of past and future, demanding a fresh approach to customer engagement.
A Strategic Approach for Marketers The key for marketers lies in exploring and testing these new technologies. Think of it like purchasing a car — you don’t need to opt for every feature immediately. Technology’s modular nature allows for gradual adaptation, letting you add or modify features as your organization evolves.
Balancing Tradition and Innovation It’s a common misconception that new tech necessitates the abandonment of old methods. The truth is, they should coexist. The new fills gaps the old couldn’t, leading to a more comprehensive strategy.
Deciding Which Technologies to Leverage
Determining which technologies to leverage involves considering several factors:
Let’s make this more tangible. Imagine you have a new product launch. Typically, the challenge lies in creating collateral and messaging, often based on a pre-production product version. By leveraging 3D files, the creative process can start earlier (even up to a few months), allowing the team ample time to prepare and create collateral as envisioned without compromise. For instance, for a product launch, you might need visuals, a launch video, and an AR version of the product for immediate customer interaction. This addresses the immediate, short-term goal.
Here’s where short-term and long-term goals intersect. The 3D asset prepared for the launch can be used by the sales team for their collateral, transforming the AR app into a sales or training tool for an immersive, interactive onboarding experience. AR will help the sales team during the pitch. There is something about using AR that puts you in collaboration mode, with the customer, much quicker.
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Furthermore, the AR solution can extend to after-sales support, such as offering real-time instructions for tasks like changing a water filter in a coffee maker, and enhancing customer experience and support.
This example illustrates the potential for reusability and integration of technologies. Starting with immediate needs is key, but keeping the broader picture in mind is equally important, ensuring a cohesive and comprehensive approach to technology integration in marketing strategies.
Integrating Strategy and Technology Take augmented reality as a case study. My experience shows that AR shouldn’t be an afterthought in a campaign; it must be woven into the strategy from the start. Only then can it elevate your campaign rather than serving as a mere gimmick?
The Rising Importance of 3D Assets The demand for 3D technology is growing. While it’s an investment, having a well-structured 3D asset library can be incredibly advantageous. Many organizations, particularly in manufacturing, already possess 3D assets from their R&D or engineering departments. Unfortunately, these assets often don’t make their way to other parts of the organization, resulting in missed opportunities.
Redefining 3D Utilization Traditionally, 3D assets have been used for static renders and animations. However, this is just the tip of the iceberg. With advancing technology, marketing and creative teams have a plethora of options beyond traditional methods:
Building a structured 3D asset library accessible to various organizational departments is more crucial than ever. Moreover, the investment in 3D technology can yield significant returns, as more B2B clients are requesting 3D models to integrate appropriate products or machinery into their materials.
Conclusion In conclusion, the key for marketers is not to be daunted by the influx of new technologies. Instead, it’s about embracing these innovations thoughtfully and strategically. We need to acknowledge that not everything will change overnight. The transition to integrating new technologies takes time and the right strategy needs to be found. It’s crucial to gain acceptance both within the organization and from external audiences. Change should never be for the sake of change itself, but at the same time, we can’t afford to be blind to the evolving needs and expectations of our customers.
Embracing new technologies in marketing is not just about keeping up with the trends; it’s about staying relevant and providing value to your audience in ways that resonate with them. By carefully considering the unique aspects of your audience, your organization’s capabilities, and aligning with both short-term and long-term strategic goals, you can create a harmonious blend of traditional and new-age marketing techniques. This approach will not only enhance your marketing efforts but also ensure that your brand remains adaptable and forward-thinking in an ever-changing digital landscape.
Lastly, if you’re seeking guidance in navigating this complex and ever-evolving terrain, don’t hesitate to reach out. We have assisted numerous organizations in defining their initial steps or in reevaluating and refining existing plans. With expertise and experience in integrating cutting-edge technologies into marketing strategies, we can help you chart a path that aligns with your unique objectives and prepares your brand for the future.