Daily Archives: September 28, 2017
How will customers be marketed to in the future?
Marketing, in the traditional sense, is two-dimensional. The next natural progression is three-dimensional marketing. But wait, that’s not new and exciting. That’s simply reality. The next progression from three-dimensions is four-dimensions.
Or a tesseract.
I would love to visualize a tesseract for you, but no spoilers on Jimmy’s Daily Planet (bonus point if you got that). Marketing’s next dimension is 4-dimensions in a way, in that it’s something we can’t see with our own two eyes alone. We’ll just need a helpful pair of special lenses…
Think I’m crazy for making this prediction? Think it’s absurd and foolish to make a connection between marketing real products and VR (virtual reality)?
I say think again.
Some of the most effective marketing is experience-centric. Regardless of industry, if a company is trying to sell people something by evoking an emotional connection (the “I have to have it” reaction), the ideal strategy is to personalize the sell to provide a dynamic, customizable experience. How about showing consumers what something will look like or be like in various situations as programmed by the VR experience team of each company?
Somewhere between the near and distant future, we may very well enter the next dimension of the classic “show, don’t tell” expression. Abercrombie & Fitch (or A&F), for example, is currently using interactive dressing rooms as part of their re-branding effort, in which the consumer can play music and change the mood lighting when trying on clothes.
Escapism isn’t just for the movies, it’s usually a primary driver of our emotional connection to buying all sorts of things, practical and impractical/the fun stuff.
And what better escape in the 21st century than virtual reality?