I'm kind of obsessed with this idea of
connecting with consumers in the
attention economy right it's the new
buzzword. We've gotten away from
omni-channel and all that it's a little
bit overplayed but I love the
psychology of connecting with consumers
in a more meaningful way and being able
to tell brands stories. Is it time to say
bye-bye buzzword? Marketers at our GDS
CMO Insight summit tell us they're
shifting their focus away from the usual
jargon to brand as experience. I look at
the brand experience from virtual
reality kind of similarly to the way I
look at experiential marketing. You're
just completely inside the experience so
you're living whatever experience
the brand or content of creator is
providing and so there's nothing more
immersive than that. VR, AR or all the
other variations of immersive computing
that are now simply referred to as XR is
less about the platform to communicate
with consumers and more about the
experience marketers are looking to give
their customers in various industries
from the obvious gaming applications but
also for retail and real estate. There is
some data that I showed about what
consumers want to use VR for and number
one was actually home furnishings and
home decor. All of them were actually
over 50% you know in all these areas
consumers are excited to try
immersive computing. So my new world is
real estate I'm moving from a more
luxury fashion background into luxury
real estate and there's a Zaha Hadid
building 520 West 28th in NYC and
they have created this all-encompassing
environment that customers can walk into
where they actually have projected
images of the building inside the sales
office. What's really exciting about VR
is that you're immersed in the
experience, in some cases you're also
getting to interact with the experience.
This is a way of really immersing people
in and and communicating what it's going
to feel like to live there and that's
the core of what they're trying to do.
There are real estate offices that are
experimenting with this all over the
place they're looking at using virtual
reality to you know if you're halfway
around the world and you're considering
buying a luxury home in California for
example, they can send you a virtual tour
and actually bring the home to you and
take you on a tour of the home on the
other side of the world which i think is
fascinating. This is the next wave of
computing and so I think that's really
the important thing to think about. I do
think that it's just gonna get bigger
and bigger and bigger and there will be
a day with like the way
we've moved a lot of our marketing to
say mobile marketing we'll have moved a
lot of our marketing to virtual reality
marketing or augmented reality marketing.
