The Overhyped World of Interactive Technology
The writer’s grumpiness was mostly kept in check over Christmas and New Year, but it surely resurfaced when a radio presenter discussed the longer term of television, pondering if it may very well be interactive like Black Mirror’s Bandersnatch episode. The idea of interactive TV is unappealing, because it’s expected to maintain the narrative, allowing viewers to give attention to other things, like eating chocolate.
The Problem with Interactive Technology
Interactive technology, reminiscent of Amazon Echo and augmented reality (AR), often falls wanting its guarantees. The interactivity of Amazon Echo is marred by its constant apologies for lack of comprehension, while AR’s promise of escape from reality only brings users back all the way down to earth. Marketers should know higher than to speculate in AR, which has been utilized in campaigns but fails to deliver.
The Failure of AR-Enabled Packaging
AR-enabled bottles of pop, reminiscent of those utilized in Pepsi Max’s campaign, are a thing of the past. However, the thought of "connected packaging" still lingers within the FMCG industry. The use of AR in packaging is commonly uninspired and fails to boost the user experience. Most marketers now realize that AR is just suitable for specific use cases, reminiscent of games or virtual "try before you purchase" experiences.
The Limitations of AR in Marketing
AR shouldn’t be an appropriate addition to each campaign or product. The use cases are limited, and the technology often constrains the first creative or distracts from the message. The incorporation of AR in posters or packaging could make the first creative invisible to the vast majority of people. It’s a trend that is much like when small businesses added "like us on Facebook" to their marketing materials, which only served as a distraction.
The Focus on Great Creative
This yr must be about great creative, not silly executions. Marketers should give attention to creating engaging and immersive experiences, relatively than counting on gimmicks like AR. Nike’s success in 2018 showed that customers still care about creative content, whatever the medium. AR could also be suitable for some campaigns, but it surely’s essential to make sure before investing within the technology.
The Trend of AR in Publishing
Despite the constraints of AR, publishers are still investing within the technology. USA Today, Time Magazine, and The Big Issue have all launched AR projects prior to now yr. While it’s comprehensible that publishers need to experiment with latest formats, these efforts are sometimes punts that fail to deliver.
The Need for Escapism
Consumers within the UK have been crying out for escapism for the reason that 2016 EU referendum. However, latest interactive technologies like AR and Alexa "skills" have didn’t deliver. Marketers should give attention to creating experiences that provide escapism, relatively than counting on gimmicks.
Conclusion
In conclusion, the hype surrounding interactive technology, particularly AR, is overstated. Marketers should give attention to creating great creative content that gives escapism, relatively than counting on gimmicks. While AR could also be suitable for some campaigns, it’s essential to make sure before investing within the technology. By prioritizing great creative, marketers can create engaging and immersive experiences that resonate with consumers.
