With mobile technology changing at a record pace, there’s a lot for marketers and brands to get excited about. Every day, new tools and platforms are changing the way we experience information. Moving away from linear constructs, they’re giving us the flexibility to communicate in more organic, intuitive and interactive ways.
But to make sure we don’t miss out on the opportunities they bring, we need to remain ever-vigilant. As marketers, we need to always be seeking out new ways to create interactive content experiences that take advantage of the platforms and technologies springing up around us.
You don’t have to look further than the Pokémon GO phenomenon to see how disruptive technologies can quickly change the playing field. For those who were paying attention, it was an immediate boon to both local and national marketing. Restaurants and stores purchased lures to entice players into their spaces. Mobile phone carriers offered unlimited data for switching. And theme parks created special promotional events around the augmented reality (AR) game. While the results are not completely in, logic dictates that proximity inherently creates more business opportunity.
The concept behind the game-changing location-based app Pokémon GO may hold even bigger marketing opportunity. Its immediate and overwhelming acceptance shows that people want to connect with brands — and each other. By breaking the barriers between our tangible world and the imaginary, we can interact with audiences in ways never conceived of before. It’s not much of a stretch of the imagination to see the implications for event marketing and changing the retail experience.
Now that Apple seems to be throwing its hat into the ring, AR could quickly become an everyday tool we use without even thinking about it. As the company continues to invest in the technology, it opens the door to more real-time, location-based marketing opportunities. AR integration into Maps could give mobile users the ability to channel into additional content from nearby businesses. How marketers use it to create unique customer experiences could revolutionize local marketing.
A big part of these experiences — both in gaming and in marketing — will be the back-and-forth flow of data collected. There will be data to mine that will not only help us better understand our audiences, but also allow us to build bigger and better campaigns.
Wrangling Big Data with Cognitive Computing
Other platforms are using cognitive computing to unravel the mystery of big data and the challenges of omnichannel marketing to deliver personalized customer experiences.
You may have already heard of IBM Watson. Back in 2011 it made news on “Jeopardy” by beating two all-time champions. The technology platform uses natural language processing and machine learning to uncover insights in large amounts of data. The platform excels at analyzing unstructured data, like news articles, research reports, social media posts and enterprise system data.