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