Forget TV and YouTube: Why customer immersion is the next generation of media to master for marketers

Loading...

En provenance du cours de Rutgers the State University of New Jersey

New Technologies for Business Leaders

75 notes

Rutgers the State University of New Jersey

New Technologies for Business Leaders

75 notes

This introductory course is developed for high level business people (and those on their way) who want a broad understanding of new Information Technologies and understand their potential for business functions (e.g. marketing, supply change management, finance). This is not a course for people looking for guidance on how to become a deep technical expert or implement these technologies. From Blockchain over Artificial Intelligence to Virtual Reality technologies: This course will empower business leaders to embrace the concepts and bring the state of the art information technologies into their organizations to improve client and customer engagement and ultimately the bottom line of their businesses. Instead of digital disruption, the new technologies and management methods will become the foundation of a Digital Transformation journey for better customer relationship management and client satisfaction. The content is structured in a way that promotes discussions on challenges that business management and marketing functions face due to the rise of new technologies such blockchain, cryptocurrencies, internet of things (IoT), virtual, mixed and augmented reality (VR/AR), artificial intelligence (AI) and big data. This course will use case studies to explore frameworks, tools, and strategies that are already proven in the real world and prepare ourselves and our organizations to have the tools needed to succeed in a fast and changing world. This course is not a deep technical curriculum, but based on thousands of hours helping (often C-level) executives to grasp the technologies' potential in their own areas of expertise. This course is available in English.

À partir de la leçon

AUGMENTED, VIRTUAL AND MIXED REALITY

This module discusses Virtual Reality (VR), Augmented Reality (AR) and everything in-between. We will start by identifying changes in the media market and the impact they had on consumers based on the interaction provided. We then will explore technologies and buzzwords, and finally, we will look at examples of how these technologies are used in the real world today and discover clues for leveraging them in our own environments.

What will we learn about virtual, mixed, and augmented reality?4:07

Forget TV and YouTube: Why customer immersion is the next generation of media to master for marketers7:13

What is the difference between AR and VR? And why do I care?6:19

What do you need to experience and enjoy VR or AR content?6:35

Content rules all around! In 360 degrees, content rules even more5:42

Rencontrer les enseignants

Mark Mueller-Eberstein, Dipl. Kfm.
Instructor of Professional Practice - Faculty
Rutgers Business School

[MUSIC]

In this section of maximizing customer and client engagement through

digital transformation, I will introduce you to the transformational

potential of the technologies that create a new visual experience for

customer engagement as they change how we communicate and engage with them.

You will be able to explain how immersive engagement experiences

are the next step in mass media.

We are setting the foundation for the discussions on market and

technology development, and you should be able to explain why the timing for

the transformation is ready right now.

Let's just remember what mass media actually looked like over the past

hundreds of years.

It really started with book printing in the Renaissance.

Let's remember how mass media changed over the last couple of hundred years.

Of course, we had book printing since the Renaissance where messages could be

distributed broadly.

But really, it has changed when we were able to do recordings of music,

audio and movies in the late 1800s.

The third revolution was really the cinema experience, but as a community

that could come together and could get moving pictures one story it and

started to immerse into the story in a community environment.

With the invention of radio,

now mass media became coming home to the individuals.

Via the radio waves, sounds and

messages could be transmitted in nearly every household.

Adding pictures to that experience created the TV.

Now, we had a completely experience of messaging with sound and

moving pictures that were moving into the house.

And of course, that's all transformed advertising dramatically.

In the mid-90s, the internet turned this one-way communication and

really allowed a dialogue where the customers could interact with our brands,

where they could send messages back to us and

we started to have a two-way communication with our potential and current customers.

Adding mobile technology transform the experience from the home to

really everywhere.

Customer clients now could engage with us.

We call this the seventh mobile or the seventh wave

of mass media conversion with mobile technology.

Many people believe we are now on the eighth step that really drives

the massive experience everywhere where people are in a completely new way.

Virtual reality, augmented reality bringing all of these things together and

creating a new experience.

It goes hand in hand with the changes of computing platforms.

In the 1990s, we had desktop experiences,

then we have more handheld experience with a mobile environment now.

Where now we have,

going into an environment where we have ubiquitous computing.

Sensors, displays are surrounding us, are with us anyway of the day.

That's really changing the messaging from one-way communication over engagement.

And now, I think we're on the step of where we have an immersive experience for

customers and clients.

The digital transformation of the creative industry has encouraged

audiences to become active participants and supposed to passive observers.

So merely looking at a poster or watching ads for it,

it's just not good enough anymore.

TV marketing has really transformed through four levels of engagement.

First, it was the one way flow of information to inform audiences,

then we had a two-way communication constructed through the use of websites.

That's what happened in the 90s.

Now with the mobile technologies, we a're getting participatory experience.

The provoking of actions like tweeting, sharing,

engaging with all our brands at messages.

Now we're getting into the experimental stage where we have to promotion of

personal and individualized participation based on the needs, and

the desires of a particular person in our audience.

One key terminology differences I want to point out.

We talking about immersion when we draw audiences in to our new worlds.

The other one is collaboration.

This is were technologies are used to increase communication and

collaboration efficiency by providing new, and enhanced tools.

In this section,

we will really look at both scenarios as they relate to marketing.

But you will find a stronger focus on the immersion experience over the next

minutes.

Is user experience important to you?

Immersion is going to make it different,

because people want to be immersed as they want to get involved in a story.

As we are talking about virtual reality and augmented reality,

it's important to understand this is not the three-dimensional

experience you might have seen in a movie theater or even at a TV.

VR is really new media while 3D was a feature of the existing media.

Why is now the time for AR and VR?

Technology that tries to create virtual experiences has been around for

many decades.

NASA and a lot of research institutes tried to immerse people in that artificial

environment, but it was cumbersome, difficult and very expensive.

Now with mobile hardware becoming consumer ready through the advances in

mobile technology, from a processor perspective,

the high resolution screens that are available.

All of these things coming together with the content platforms that are very

powerful to deliver high resolution and engaging contents to our customers,

we really start to get the perfect storm of all of these things coming together and

creating immersive experiences for our customers.

Immersive experiences are really beyond engagement with the advances in these new

technologies.

Augmented reality and virtual reality.

The objective now is to eliminate the barrier between fiction and nonfiction,

and provides audience with an experience that let's them forget that they

are the audience, and fall into this new manufacture reality by removing this

barrier, and breaking creatives can now embrace this creative technologies to

create a massive experiences for their audiences.

Ultimately, combining virtual reality and

our experiences with the insights and the content customization

opportunities that is provided by artificial intelligence.

We will offer an individualized participation to our clients and

customers with our brands, products and communities.

This is Mark Mueller-Eberstein.

Thank you for sharing my curiosity about the opportunities that these new realities

are opening for custom engagement and participating in this learning module.

You are now ready for the discussions on market and

technology developments in the virtual reality, and augmented reality space.

Explorer notre catalogue

Rejoignez-nous gratuitement et obtenez des recommendations, des mises à jour et des offres personnalisées.

Coursera propose un accès universel à la meilleure formation au monde, en partenariat avec des universités et des organisations du plus haut niveau, pour proposer des cours en ligne.

© 2018 Coursera Inc. Tous droits réservés.

Télécharger dans l'App Store

Disponible sur Google Play