The customer expectations over what is valuable content have changed. This is happening because customers are becoming more informed and savvy over technology. This means that they understand that companies are obtaining information about them and so that information to be used accordingly. They demand personalized content in a consistent experience across all sales channels.

As digital content first emerged, companies were focusing on creating content to engage and create brand awareness. This was a Marketing task and so, content success was measured with Marketing metrics, such as views, likes or shares. More mature companies on this matter are now viewing digital content with goals like, cost savings, lead generation, customer loyalty or customer satisfaction.

As stated by Altimeter, there are three major customer expectations driving the need for a change in content strategy:

1. Customers want more than promotional content.

A study from the Economist Intelligence Unit found that a great customer experience relates to sales and service functions rather than content that entertains or raises brand awareness. They prefer content that solves problems and informs, like fast response to inquiries or complaints, simple purchasing process, the ability to track orders digitally or to communicate over digital channels. Hence, a mature content strategy must be customer- centric, not marketing-centric

2. Customers want personalized content.

Since brands collect behavioural and demographics information from the relation with the client, they now expect to be treated individually and see their specific needs attended. A vast majority of customers expressed frustration by receiving irrelevant information, and that affects the relationship with the brand.

3. Customers want a seamless experience.

To a customer, there is only one brand. However, inside a company’s organization, several departments will compete for attention. Sales, Marketing and Product Management each will want their content to be promoted. A mature company must organize the structure around the customer needs.

In the end, a mature and customer centric company will produce content that meets customers’ expectations and delivers a consistent brand experience across all digital channels.

As we live increasingly mobile, digital and virtual lives, museums must find new ways to tell their stories and engage with their audiences. As digital experience and physical spaces merge, so will the audience and the curator. Over the next years, several problems will place pressure on museums to innovate and adapt to changing user needs and economic realities. New technologies – like augmented reality – are changing how and where we can have museum-like experiences. Moreover, social and cultural shifts in society are influencing what type of experiences people will expect, while restriction to funding will continue to put pressure on some museums to be both profitable and more inclusive at the same time.

No organization or sector is now immune to digital transformation; the question is how to embrace it and to make it a competitive advantage. Digital has a fundamental impact on how change takes place, so even tough transformation is not only digital, it cannot be achieved without it. Digital is shaping the competitive battleground in all sectors and the cultural area is no exception.

Digital technology applied to cultural heritage allows to create and share information amongst a wider audience that is also actively involved in co-creating and interpreting that heritage knowledge. As digital technologies become more complex but at the same time more affordable, they have arguably an increasingly prominent role in the communication and interpretation of heritage. Digital Experience and heritage are now crucially connected.

Digital innovation success will depend on how well integrated are digital media and museology/visitor studies domains, in order to deliver a rich visitor experience.

Keep in touch with the latest developments on Marketing Technology and Experiential Marketing. Follow us on Linkedin.

In a world where online shopping and digital interactions are growing constantly, one must be aware of their consequences for retail and how it can benefit from this. Big retail chains are keeping up with the phenomena by reinventing its way to attract more shoppers, either by creating very complete online portals or by bringing technology to its physical spaces.

So, how consumers are using digital platforms for buying goods while inside a physical store?

The answer is, by using Apps or Websites that allow to know more about the product they are looking at and even compare with others.

A growing number of consumers are using mobile as an in-store support device as well as retailers are using it to attract consumers to stores. The combination of classic, in-store retail, with digital technologies and platforms, will simply do what is more important in a business – to serve clients as good as possible.

This information is backed up by statistical information, from a study ordered by Google Think Insights to Ipsos MediaCT and Purchased®. This study was made from the 10th to the 22th January 2014 where 4,500 respondents completed one of nine vertical specific online surveys. Some of the key findings are listed below:

1. 4 in 5 consumers use search engines to find local information.
2. 50% of consumers who conducted a local search on their smartphone visited a store within a day, and 34% who searched on computer/tablet did the same.
3. 4 in 5 consumers want ads customized to their city, zip code or immediate surroundings.
4. More than 60% of consumers have used location information in ads.
5. Local searches lead to more purchases than non-local searches.
6. 88% of local searches are done on smartphones.
7. 53% of consumers search locally at home, 51% on the go and a staggering 41% search for information when they are already inside the store.

In the US alone, 44,6% of respondents said they use smartphones inside a store. This is a great opportunity to develop your own app and start attracting and engaging with your customers.

This trend will not change.

You can read the full Paper at journalengineering.fe.up.pt/article/download/270/170.

Nowadays, people have very high expectations regarding marketing experiences. They are looking for instant gratification and enjoyment and are becoming more demanding when it comes to deliver attention. Brands, companies and agencies have to come up with more creative ideas in order to attract and engage with their audiences.

The use of digital and technology is a valuable option and a secure choice… it’s something that people like and it has thousands of possible outcomes. Of course, digital technologies bring a lot of possibilities, but there is also a lot to choose from – digital signage, touchscreens, games and so on, which can lead to some overwhelming feeling’s.
For this paper, we will focus on one technology that can be integrated with several solutions and other technologies – Motion Detection.

Fast to deploy, cheap to buy and with multiple solutions when it comes to engagement.

Motion detection is achieved by using sensors. Motion Sensors are basically devices that receive and respond to a signal. This allows to detect a change in the position of an object or a body relatively to its surroundings or another object or body. You can remember this technology in security systems, to detect an intruder and sound an alarm, or in domestic and commercial applications such as people detection to turn a light on. Indeed, very useful in a lot of ways.

If you add creativity and fun to this technology, you can imagine that, for marketing, the applications are endless.

How do Motion Sensors work?

There are several ways to detect motion automatically. Below are some of the more common technologies:

Infrared – passive (PIR) and active (AIR) sensors

This technology works at short wavelengths which makes these sensors perfect for detecting close objects with no obstacles in the middle. They are both small and cheap. The main differences between them is that AIR is self-illuminating, can directly measure range and velocity of targets and can function effectively with any light.

Optics (video and camera systems)

With the spread of low-cost digital cameras able to shoot video, it is possible to use the output of such a camera to detect motion in its field of view using software. This solution is particularly attractive when the intent is to record video triggered by motion detection, because there is no need for extra hardware.

However, it will only work in environments with good or fair light, it will not work in the dark (unless of course, it’s an IR camera).

Radio Frequency Energy & Microwave

The use of radio waves to read and capture information stored on a tag attached to an object. A reader doesn’t need to be in the direct line of sight of a tag for this to work. It can even be at several feet away. Used a lot for identification, commonly known as RFID. Great for objects or people that are moving fast.

For Microwaves, the process is a bit different. It produces a continuous wave of radiation that bounces when it hits an object and detects its motion.

Ultrasounds

An ultrasonic wave is sound at a higher frequency than a human ear can hear. It’s emitted and then it’s reflections are received from nearby objects. This is better for broader audiences at a large venue rather than detection for a game or interaction with a selective object.  It can also be used to interact with tablets or smartphones, even when they are idle, since the device mic never sleeps.

Nowadays, motion detection uses a variety of technologies altogether. This serves to enhance accuracy and exclude the drawbacks of each technology. Some examples are false triggering or the failure to detect due to light restrictions. These multi-technology motion sensors gave way to the creation of a best-seller. Kinect is the favorite motion sensor for experimental marketing and other marketing activities.

Kinect

Kinect’s development codename was Project Natal and it was first launched in November 4th 2010. It’s a Microsoft add-on that provides a Natural User Interface (NUI). This allows users to interact with a game or solution intuitively and without any intermediary device.

The name Kinect comes from the world of physics, derived from the concept of Kinetic Energy. This is the energy that an object has due to its motion. An object that has motion – whether it is vertical or horizontal motion – has kinetic energy. This energy depends on the mass of the object and the speed of the object. But, let’s forget about it… It’s all about the FUN that this technology can bring to Marketing and brand activations.

This system identifies individual players through full-body 3D motion capture, face and voice recognition. It uses a depth camera and an IR motion sensor to recognize gestures and software to understand voice commands.

Although Kinect was developed for playing games in the Xbox It immediately caught up to other uses. It is applied to real-world events, such as digital signage, virtual shopping and even education and health.

Backgrounds and Problems

Draw attention and engage with your audience. These are the main challenges professionals of the events industry have.

With so much to pay attention to, why should someone pay attention to you or your brand?

A famous quote by Steve Rubel of Edelman says that “Attention is the most important currency that anybody can give you, it’s worth more than money, possessions or things.”. 

This is a fact, by gathering attention there is a lot to grown on. Without it, you’re just throwing money away, so make sure whatever you have in mind as an engagement solution is the right one for your type of audience and the objectives you’re trying to achieve.

The problem with gathering attention, is that you are not competing only with other brands or solutions inside the same event as you. In fact, some events are organized just for your brand. The problem is that attention is divided between your event, your particular solution inside the event and pretty much everything else. And there is only so much attention that an audience or someone can deliver, that is why is a very valuable currency. People have a limited amount of it.

But, you catch a lucky break and you actually get some attention, what then? Then a crucial concept come into play – People expectations. People want to be amazed and experience unique sensations. That is ok, but what if what you think is great another person thinks its boring?

Gladly there are some guidelines for all of us to follow, they might not guarantee 100% positive engagement but they will get you close.

Solutions

Drawing attention and keeping engagement is all about achieving a positive attitude, interact and staying relevant. By doing this, you will get people to engage with you and your brand and the more people you engage the more attention you’ll get.

Think about meaningful interactions and solutions that will allow activities in a group or allow achievements to be sharable.

Allow for participants to earn rewards, being physical or experiences. They will take the brand with them after a meaningful interaction.

Forget about dopamine

Anticipation, Motivation and recognition, that is what makes a person go.

The prospect of achieving something and being recognized by doing it will make someone want to interact with your brand. People want to fell rewards and achieve goals.

Now imagine if you throw in something stimulating and unique into the equation. That would be something that exceeds expectations and so it will bring more attention. Unique and custom crafted solutions to make your audience go WOW and talk about it.

The goal is to be able to identify what makes your specific audience tick. The use of rich media is often something that most people will positively react to.  Create that special feeling for your audience, and they will repay you with attention.

Conclusion

There is no magic formula to draw attention to you or your brand, but there are some guidelines to make sure you achieve the most of your campaign and get as close to your goals as possible.

Deliver a solution that interacts with you audience in a way they find interesting. They will crave with anticipation to able to participate and to be recognized as participants. Attention is not only a currency but also a mind engraver.