Immersive Multichannel and Interactive

Uqwo – HIGH TECH , Immersive, Multichannel and Interactive,Today’s technological advancements allow activations to be more immersive and interactive by utilising multiple channels. The impact is greater and more measurable.

Brand activation can now be done both offline and online. Evolving marketing technology accompanied by intensive social media development has given room for more creative and immersive brand activation.

Technologies such as virtual reality (VR), augmented reality (AR), 3D screens to holographic are some of the latest technologies in content presentation. Interaction between consumers and content is increasingly demanded. Therefore, the need for this technology is increasing. This is proven by Accenture Interactive’s research entitled “Try It. Trust It. Buy It.”

Why do consumers want brands to use this technology? According to the report, 52% of consumers surveyed want to see products more clearly. Then, 42% of consumers want them to be able to try out product features and capacities without having to come to the store in person.

In addition, 42% of them want to try the product first before buying it. Then, 39% of consumers feel confident when marketing is done with immersive and experiential content. Then, 29% of consumers want this immersive and experiential technology to be able to accommodate their desire to customise products according to their tastes.

Brands are also apparently competing in the implementation of this technology, in order to make the content and display more creative. Driven by the pandemic, the implementation of this technology seems to be getting higher, even after the pandemic. In the Perkins Coie report entitled “XR Industry Insider: 2021 XR Survey”, there are at least eight industry sectors that are more advanced in implementing this technology.

Immersive Multichannel and Interactive
Immersive Multichannel and Interactive

Riza Harumukti, Founder of Duality Studio, said that interactive is a trend that will be adapted by many brands. The founder of a 3D design and multimedia studio that has been operating for almost ten years assesses that this interactive idea has been around for a long time. However, at that time, technological limitations did not allow interaction to be applied in online brand activation.

“When someone wants to engage with a certain brand, instead of just looking, they can interact with objects, things, and things offered by the brand,” he said.

One of the interactive projects Duality Studio has worked on is the Toyota Virtual Showroom. This virtual showroom presents interaction between visitors by displaying a display that makes visitors feel like they are visiting a Toyota dealership. In addition, consumers can also try out the features of each car presented in the virtual showroom.

“So, consumers have the opportunity to try out the features independently. And when consumers need more information, they can ask the salesperson directly,” he said.

Although current technology is able to facilitate interactive features for online brand activation, he admits that creating interactive features is not easy. According to Riza, programmers who are able to implement interactive features are still relatively rare. Therefore, not many brands have implemented activation using this method.

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    However, technology capabilities are now not limited to making things interactive and immersive. Huawei Devices Indonesia does just that. This electronic device manufacturer uses brand activation to increase brand awareness. Brand activation is held by holding a private viewing.

    This model is held by inviting selected consumers to have the opportunity to try out the latest products from Huawei that have not yet been released in the Indonesian market. Utilising database marketing, the company looks back at consumers who have made repeated purchases. The company considers that repeat purchases indicate that consumers have more affinity for the brand.

    Bianca Resita, PR Manager of Huawei Device Indonesia explained that the process of determining brand activation, apart from utilising database marketing, also made use of questionnaires and brainstorming. “So, we know what makes our consumers interested. From there, we also know what consumers want to try from our products,” said Bianca.

    In addition to offline activations, the company also conducts activations by collaborating with key leader opinion (KOL) in the lifestyle segment. “TV is often a peak generator because many people watch it. After they watch it, we look at the airtime to see if there are any Google Trends that go up. If, for example, it appears in Google Trends, it means the strategy is working,” said Bianca.

    Huawei also collects data from conversations and news about products. Insights obtained based on data analysis are then used as an evaluation and reference for making future activations. “Any activity, including events, if the insight is wrong, what is presented will be wrong to the media or to consumers,” she said.

    Any activity, including events, if the insight is wrong, what is presented will be wrong to the media or to consumers.
    Bianca Resita
    PR Manager of Huawei Device Indonesia

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