Series #fmbewords: Human interaction and Digital Engagement

Supplied to #fmbewords as a thought piece from Live Agency

With the sampling industry and wider marketing sector evolving at an ever-increasing rate, many brands are looking for alternative and innovative methods of engaging their audience. Marketing campaigns must create bespoke experiences that present their consumer base with the unexpected, unfamiliar and astounding – and utilising technology is a brilliant way to do so.

It has long been suggested that the combination of human interaction and digital engagement will pave a new path within the industry, and this continues to ring true – however, it can pose a difficult task when considering practical limitations.

Leyton Ede, Founder and Managing Director of Live Agency, commented: ‘Striking the balance between immersion and practicality is difficult. No one can argue that it’s not. However, the key lies in how we adapt our marketing methods to the current climate and in how we utilise the ever-advancing tools available to us.’

There is no definitive guide as to how we may introduce technological elements into a campaign, but there are several tried-and-tested methods that are sure to enhance your efforts:

Virtual Reality

VR technology has been on the rise for numerous years now, and we wouldn’t expect this to stop any time soon – especially with major brands such as Apple, Google and Samsung opting to utilise it.

In creating a bespoke and somewhat impossible reality, brands hold a unique opportunity to break down any barriers that exist between themselves and the consumer. What’s more, in using this technique, brands will reduce additional costs – and adopt a more sustainable approach – by limiting elements such as; rental space, brand ambassador wages and temporary marketing materials.

Augmented Reality

AR technology assists brands in blurring the line between our contemporary, physical space with the unknown or impossible. Consumers are encouraged to immerse themselves in this fresh, altered environment of the brand’s creation – unlocking a world of opportunity.

In fact, many major brands have already benefited from this method. ASOS, for instance, have implemented this technology into their ‘Visual Catwalk’ and, following the initial success, into their FitAssistant feature.

Livestreams

Livestreams can provide brands with fantastic results, no matter the simplicity. The ability to remotely, yet directly, connect with a consumer base is unparalleled and invaluable.

However, their use must be planned strategically to efficiently reach the intended audience and to achieve long-term engagement. If not, their use could be harmful to the overall campaign by isolating the brand from potential consumers.

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Our industry’s climate is uncertain but by utilising available resources, in an informed and responsible manner, brands can brilliantly boost their efforts and make a widespread, prolonged impact.