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Experience Marketing Tech Trends 2016

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Toni Griggs
Toni Griggs

The document outlines 6 technology trends that will shape experience marketing in 2016: 1) Virtual reality becomes more mainstream as hardware improves, 2) Intelligent assistants like Siri and Cortana become more invisible through frictionless experiences, 3) Connected bespoke products will partner with mobile apps, 4) Geocaching will hide content in plain sight using proximity technology, 5) Content will fragment across more touchpoints through video, images and more, 6) Smartwatches and wearables will compete for wrist time and connect brands with consumers.

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6 T E C H N O L O G Y T R E N D S T O S H A P E E X P E R I E N C E M A R K E T I N G I N 2 0 1 6 N I C K R I G G A L L H E A D O F D I G I T A L S T R A T E G Y A T G E O R G E P . J O H N S O N N I C K . R I G G A L L @ G P J . C O M @ N I C K R I G G A L L
I T ’ S T H A T T I M E O F Y E A R A G A I N . H E R E A R E O U R T O P 6 T E C H N O L O G I E S A N D T R E N D S T O S H A P E E X P E R I E N C E M A R K E T I N G I N 2 0 1 6 A N D B E Y O N D .
V I R T U A L R E A L I T Y B E C O M E S A M A I N S T R E A M M E D I U M As one of Gartner Hype Cycle 2015 technologies to emerge from the trough of disillusionment, clients and agencies are seeing clearer alignment on VR’s role and required production values. The 2015 New York Times’ distribution of Google Cardboard to 1.1m subscribers was a clear indicator mass marketing adoption is on the horizon. Combine this with the launch of Facebook’s Oculus Rift, HTC, Sony and Googles updates and 2016 will be awash with people immersive VR journeys. Our role is to make sure we get the most from the potential of the platforms which are all gaming platforms at their core.
( I N V I S I B L E ) I N T E L L I G E N T A S S I S T A N C E Deployment of Cognitive/Algorithmic business strategies will lead to more intelligent assistants - Siri, Google Voice Search and Cortana are gaining traction in the mobile space, but with the growth of no-interface experiences, 2016 looks set to redefine friction levels on menial tasks. Think realtime experience guides, predictive way finding, personalised automated agenda builders and networking 2.0. A new dawn of (invisible) intelligence.
Connected cars and Smart homes haven’t made it into our everyday even though they’re drawing closer. On a smaller scale, support for prototyping and production of connected devices on test and learn budgets are flourishing across the marketing sector. Brand specific connected products when paired with mobile devices will bring a new level of interaction and frictionless live experiences. B E S P O K E C O N N E C T E D P R O D U C T S W I L L P A R T N E R L A N D M A R K M O B I L E E X P E R I E N C E S
Whether you have implemented proximity technology within experiences or not, finding new ways to connect through consumer devices remains one of marketers key roles. Deploying assets and unique experiences in specific virtual locations for self-discovery and to drive gamification extends consumer touch points, not to mention the perceived value of content. Traces.io are just one of a set of digital platforms crafting these experiences hidden in plain sight. G E O - C A C H I N G : H I D I N G C O N T E N T I N C L E A R S I G H T
Whilst content remains king, audience behaviour continues to fragment across our increasingly complex digital lives. Never has it been more relevant to build out robust customer journeys, distill down assets and messages and distribute them across digital and real world touch points. From 15 second video and animation to infographics and ephemeral imagery, every engagement will play a vital role in relevant experiences. S P L I T T I N G T H E C O N T E N T A T O M : F R A G M E N T E D S T O R Y T E L L I N G
With brands like FitBit continuing to up their game in the UK and Continental Europe we’re expecting the fight for the wrist to hot up in 2016. The aim amongst brands is to truly connect with consumers through devices and begin to payback all those hard-earned steps in convention centres and shopping malls. In recent weeks we saw the emergence of Bitwalking - a service that generates BW$ based on how far you walk when registered with their app. S M A R T W A T C H E S & W E A R A B L E S C O M P E T E F O R W R I S T T I M E
O U R 6 T E C H N O L O G Y T R E N D S S H A P I N G E X P E R I E N C E M A R K E T I N G I N 2 0 1 6 ; V I R T U A L R E A L I T Y , I N T E L L I G E N T A S S I S T A N C E , C O N N E C T E D P R O D U C T S , G E O - C A C H I N G , C O N T E N T A T O M I S A T I O N A N D S M A R T W A T C H E S .
Experience Marketing Tech Trends 2016
N I X I E - T H E ONE I ’ M WA I T I N G F O R … N I C K R I G G A L L H E A D O F D I G I T A L S T R A T E G Y A T G E O R G E P . J O H N S O N N I C K . R I G G A L L @ G P J . C O M @ N I C K R I G G A L L I m a g e o f N i x i e d r o n e f r o m w i k i p e d i a h t t p s : / / g o o . g l / b m i S 0 A

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Experience Marketing Tech Trends 2016

  • 1. 6 T E C H N O L O G Y T R E N D S T O S H A P E E X P E R I E N C E M A R K E T I N G I N 2 0 1 6 N I C K R I G G A L L H E A D O F D I G I T A L S T R A T E G Y A T G E O R G E P . J O H N S O N N I C K . R I G G A L L @ G P J . C O M @ N I C K R I G G A L L
  • 2. I T ’ S T H A T T I M E O F Y E A R A G A I N . H E R E A R E O U R T O P 6 T E C H N O L O G I E S A N D T R E N D S T O S H A P E E X P E R I E N C E M A R K E T I N G I N 2 0 1 6 A N D B E Y O N D .
  • 3. V I R T U A L R E A L I T Y B E C O M E S A M A I N S T R E A M M E D I U M As one of Gartner Hype Cycle 2015 technologies to emerge from the trough of disillusionment, clients and agencies are seeing clearer alignment on VR’s role and required production values. The 2015 New York Times’ distribution of Google Cardboard to 1.1m subscribers was a clear indicator mass marketing adoption is on the horizon. Combine this with the launch of Facebook’s Oculus Rift, HTC, Sony and Googles updates and 2016 will be awash with people immersive VR journeys. Our role is to make sure we get the most from the potential of the platforms which are all gaming platforms at their core.
  • 4. ( I N V I S I B L E ) I N T E L L I G E N T A S S I S T A N C E Deployment of Cognitive/Algorithmic business strategies will lead to more intelligent assistants - Siri, Google Voice Search and Cortana are gaining traction in the mobile space, but with the growth of no-interface experiences, 2016 looks set to redefine friction levels on menial tasks. Think realtime experience guides, predictive way finding, personalised automated agenda builders and networking 2.0. A new dawn of (invisible) intelligence.
  • 5. Connected cars and Smart homes haven’t made it into our everyday even though they’re drawing closer. On a smaller scale, support for prototyping and production of connected devices on test and learn budgets are flourishing across the marketing sector. Brand specific connected products when paired with mobile devices will bring a new level of interaction and frictionless live experiences. B E S P O K E C O N N E C T E D P R O D U C T S W I L L P A R T N E R L A N D M A R K M O B I L E E X P E R I E N C E S
  • 6. Whether you have implemented proximity technology within experiences or not, finding new ways to connect through consumer devices remains one of marketers key roles. Deploying assets and unique experiences in specific virtual locations for self-discovery and to drive gamification extends consumer touch points, not to mention the perceived value of content. Traces.io are just one of a set of digital platforms crafting these experiences hidden in plain sight. G E O - C A C H I N G : H I D I N G C O N T E N T I N C L E A R S I G H T
  • 7. Whilst content remains king, audience behaviour continues to fragment across our increasingly complex digital lives. Never has it been more relevant to build out robust customer journeys, distill down assets and messages and distribute them across digital and real world touch points. From 15 second video and animation to infographics and ephemeral imagery, every engagement will play a vital role in relevant experiences. S P L I T T I N G T H E C O N T E N T A T O M : F R A G M E N T E D S T O R Y T E L L I N G
  • 8. With brands like FitBit continuing to up their game in the UK and Continental Europe we’re expecting the fight for the wrist to hot up in 2016. The aim amongst brands is to truly connect with consumers through devices and begin to payback all those hard-earned steps in convention centres and shopping malls. In recent weeks we saw the emergence of Bitwalking - a service that generates BW$ based on how far you walk when registered with their app. S M A R T W A T C H E S & W E A R A B L E S C O M P E T E F O R W R I S T T I M E
  • 9. O U R 6 T E C H N O L O G Y T R E N D S S H A P I N G E X P E R I E N C E M A R K E T I N G I N 2 0 1 6 ; V I R T U A L R E A L I T Y , I N T E L L I G E N T A S S I S T A N C E , C O N N E C T E D P R O D U C T S , G E O - C A C H I N G , C O N T E N T A T O M I S A T I O N A N D S M A R T W A T C H E S .
  • 11. N I X I E - T H E ONE I ’ M WA I T I N G F O R … N I C K R I G G A L L H E A D O F D I G I T A L S T R A T E G Y A T G E O R G E P . J O H N S O N N I C K . R I G G A L L @ G P J . C O M @ N I C K R I G G A L L I m a g e o f N i x i e d r o n e f r o m w i k i p e d i a h t t p s : / / g o o . g l / b m i S 0 A