Instagram stories, online celebrities, and short infinite looping videos – these are only some of the trends that companies have adopted in their marketing strategies. The innovations do not stop there, with current inventions already making their mark as future elements of content marketing.
Turning Virtual Reality into a Reality
Virtual reality (VR) has gone beyond video games and made its way to real estate, sports, and education. Sony, Facebook, Apple, and other media and tech companies made VR and AR (augmented reality) investments as well. This begins the shift in immersive content with these industries already spending $3 billion in 2017.
PodcastOne’s recent partnership with MANDT VR, a company that produces augmented reality content, displays the direction of content marketing’s future.
According to MANDT VR Founder and CEO Neil Mandt, PodcastOne’s app analytics, brands, and content creators have “unparalleled visibility” into users’ ad engagement. “[This is] A huge help when trying to drive conversions and planning marketing strategies,” says Mandt.
What VR and AR do is they immerse people inside a fictional digital, or virtual, space. When it comes to content, the two technologies allow elevated forms of audience engagement like multi-sensory and intellectual engagement and emotional connections.
AR app WayfairView makes use of augmented reality in upgrading human engagement and interaction. The app lets prospective customers view furniture and see how they look in the customer’s house. The simulation appears on the screen through the mobile device’s camera, similar to how popular mobile game Pokemon Go works.
Meanwhile, a few companies are also investing in artificial intelligence (AI) to optimize content creation. AI easily identifies high-generating influencers and engagement trends across various products that enable it to curate predictive and personalized content more productively.
Since 2015, the Associated Press utilizes AI algorithms to produce over 3,000 new articles every quarter. These “robot journalists” covered fact-based stories with incredible efficiency and accuracy.
When it comes to the marketing industry, AI algorithms have been used to track web traffic, schedule social media posts, and carry out faster data organization.
Marketing company OpenInfluence uses several AI tools, including Amazon Rekognition – Amazon’s image recognition service that detects thousands of objects, analyzes faces, and identifies a face in a collection of faces – to find online influencers and monitor the performance of marketing campaigns.
“[AI] allows marketers to find [influencers] based on performance and ROI rather than who’s available,” says OpenInfluence’s Chief Technology Officer Micky Dionisio.
AI also sees an important role in keeping brands from being left behind. AI tools can go through millions of data points that provide solutions in adapting to the industry’s changes.
These technological advances introduce new ways consumers can engage with and receive content. Companies continue to test the potential of VR, AR, and AI in optimizing content creation and building other kinds of marketing strategies. These devices, while still in their early stages, should be seen as possible standards in content marketing and the marketing industry as a whole.