In thinking about strong companies that are using emerging media to their full potential, several come to mind, but Amazon always tops the list. Amazon relies on interactive opportunities to not only build awareness, but also create relationships and expand loyalty. Why are they so successful? Why do they succeed when others don’t? Why can’t regular brick and mortar companies have such an impact?
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Emerging Media
Category
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The Miracle of “Little Data”
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TOMS: Responsive Responsibility
“I’d like to believe that trends are always for the best and push everybody in the industry to step forward and make even better products. For instance, responsive web design started as a trend and in a short time it has become a necessary part of the design process.” – Claudio Guglieri, art director at B-Reel, NYC.
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Insight Driven Multicultural Marketing
What do you do when a product design change alienates a key ethnic group?
Toyota faced this challenge with the 2012 Toyota Camry redesign. The Asian American audience had always considered the Camry a “smart buy”. A 2009 Polk report states “manufacturer’s reputation and quality is the number one purchase driver among Asian Americans.” With the slick new body style, the Camry was no longer attractive to this audience. It didn’t seem as durable or high quality as the previous model. In short, it was too sexy. Even though Asian Americans are only 5-6% of the population, they represent the highest percentage of Toyota sales. This was a big problem, and Toyota needed to win this market back.
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Building “Immersive Media”
“The potential with digital marketing seems to truly be bound
only by the creativity of those who wield the tools.”
(Strasser, 2014)Emerging Media, or “Immersive Media” as I like to call it, enables a 360-degree surround sound of the consumer with messages that effortlessly connect and engage. The emerging media toolbox is comprised of individual digital tactics such as websites, banner ads, blogs, eblasts, search, social media and mobile marketing. But by adding a little creativity and imagination, we can use these to build a fully immersive experience with the brand.
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Looking Glass Into The Future
To better understand the future of Google Glass, I recently interviewed Dave Lorenzini, a pioneer in geospatial and augmented reality industries. In 2000, he helped to start Keyhole.com, which was the first global 3D visualization system online. Today it is known as Google Earth and serves over a billion users worldwide. Now, as the founder of The Glassware Foundry, he helps companies create software for Smart Glasses such as Google Glass and prepare for “this revolutionary new way to look at the world.” Continue Reading
