The Internet has provided unmatched access to consumers. It enables brands to enhance products and develop new ones according to consumer requirements. The built-in technology generates insights into how customers use products. App interactive devices have created a path for product engagement and customer behavior. Many other tools exist which are used by the brands to generate customer engagement.
How brands leverage digital technology
Augmented reality(AR) and virtual reality(VR), voice, and chatbots are some digitalized paths brands incorporate to connect with customers better. These technologies are beneficial for the brands. Digital tools and the latest CRM systems enable direct brand-to-customer relationships, which was highly impossible previously.
Virtual reality
Brands are using many virtual reality applications. Virtual reality is a computer technology to create a replicated environment. The immediately recognizable component of VR is the head-mounted display(HMD). The significant players of virtual reality include PlayStation VR (PSVR), Oculus Rift, and HTC Vive.
Virtual reality works beyond entertainment and is essential in manufacturing, commerce, science, and education. VR gives a 3-dimensional user experience. As a result, users get immersed and interact with the 3D world.
VR comprises of mainly three categories as follows:
Non-Immersive Virtual Reality: This type of VR is a typical kind of VR. The technology characterizes a computer-generated virtual environment where the users remain aware of their physical environment. Video games are examples of it.
Semi-Immersive Virtual Reality: Gives an experience partially based on the virtual environment. This VR finds applicable for educational and training purposes with a giant projector system and graphical computing. For instance, the flight simulators for pilot trainees serve as an example.
Fully Immersive Virtual Reality: Currently, Fully Immersive Virtual Reality, such VR system, does not exist; however, it will take shape in the future. This kind of VR gives more simulation experience from visual to sound affect. The car racing games are an example of fully immersive virtual reality. This kind of VR is mainly used for entertainment and gaming.
Augmented reality
Augmented reality promises to revolutionize how we interact with the world. Augmented reality superimposes a CG image on the user’s view and keeps the real-world focus, adding some extra elements for an enhanced user experience. The AR application has been used across manufacturing, retail, healthcare, etc. Augmented reality is now being in business cards by innovative professionals.
Examples
The strength of augmented reality is high. It will take some time to be a practical part of our lives. However, only some organizations are growing by incorporating this technology. Some prominent examples are the IKEA mobile app, Google Pixel’s Star Wars Stickers, Nintendo’s Pokémon Go App, L’Oréal Makeup App, and Disney Coloring Book.
In addition, television news has been using technology to enhance its quality. We have observed how news channels deliver weather reports by people standing before heavy screens. Now the weather channel is more advanced with augmented reality to show a 3D tornado demonstrating the flooding height or how vehicles do not stay controlled on icy or snowy roads.
Chatbots
Chatbots are AI-driven tools that automatically respond to customers. Chatbots thrive among the many messenger environments and connect brands with customers effectively. Famous sports organizations such as Adidas take advantage of chatbots and offer free-in-studio classes where participants can register via the Facebook Messenger chatbot.
The customized shopping cart feature with customer care service and automated product suggestions helps nurture sales. The best customer service chatbot example comprises Slush’s JennyBot, Bestseller, and HLC’s Acquire Live Chat. The top sales chatbot examples for 2022 are Lemonade’s Maya, Acquire Video Chat, and Decathlon UK’s Heyday provides a personalized e-commerce experience.
Voice
Voice is a digital tool that brands are using. Amazon’s Alexa, Apple’s Siri, and Google Assistant engage their customers naturally with speech. The voice experience enables participants to converse instead of answering a series of yes or no questions.
Voice is the primary input mode and enables honest and contextual two-way user communication. A virtual voice assistant uses speech recognition, speech synthesis, and natural language processing. The voice assistants should be able to confirm, clarify and answer users concerning context.
Conclusion
When deciding what digital marketing approach to adopt, choose one that fits your brand. If your product is fully immersive, a virtual reality approach is excellent. More importantly, you have to consider the target audience. Chatbots are a perfect option if the target market is millennials, and the communication channel for boomer grandparents would be to talk to Alexa instead of a chatbot.