Brands are constantly searching for new things to say that will cut through the noise and make them standout.
But it’s not just about what they’re saying; they also have to consider their physical appearance as another aspect of a consistent, multi-faceted brand experience.
As the use of mobile, smart technology and the internet of things increases, so too does the importance of using data-driven customer insights to drive innovation. However, just like British weather, this industry is ever changing and consumers these days are just one click away from turning off. Data will only take you so far, especially when you take the recent ad block movement into account.
This movement has started to put pay to digital retargeting and to be fair it’s a bit old hat. Wouldn’t you rather find yourself immersed in a relevant branded experience than constantly receiving a bombardment of aimless communication?
One of the most exciting emerging technologies this year is Microsofts’ HoloLens; the first fully untethered, holographic computer that aims to enable the user to interact with high‑definition holograms and apply them in to the users environment. While this technology has been around for a few years, this launch is the first of it’s kind for Microsoft and positions the technology as not just an immersive experience for the home but also the next big thing for businesses. With the current price point of $3,000, it’s certainly not for everyone. It will however be interesting to see now this technology develops and is embraced by brands to provide their customers with a mixed reality experience.
Volvo is one of the first brands to start using this technology. A company renowned for its safety and design, they use the HoloLens technology to give their customers’ the power to configure their cars in an entirely new way. This brings the car and its cutting edge features to life in ways previously unthinkable.