The Marketing Potential of New Technologies

In a world where new tech gadgets appear faster than zits on a teenager's face, there is a slight switch in where the power lies. Geeks are now essential assets to creative strategies. Oculus Rift, Kinect cameras, Google glasses and augmented reality are all powerful marketing tools, some still lurking in the shadows of the unknown, waiting for their marketing destiny to be fulfilled.

New technology marketing: power to the geeks?

INTRODUCTION

Working experiences in EU lobbying and digital marketing

Digital strategist at Big Bad Wolf

ABOUT ME

Master degrees in both International Relations and Marketing

First NES in 1989. First PC in 1997. First iPhone in 2007. Android ever since.

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Jonathan Nyst on LinkedIn – be.linkedin.com/in/jonathannyst/

Get in touch

ABOUT ME

BaboonSlayer on Twitter – https://twitter.com/BaboonSlayer

Personal blog (under renovation) – http://www.jonathan-nyst.com

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Want to ask me something? Tweet it with #jnystDMF

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ABOUT ME

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Are you geeks?


HAVE YOUR HEARD OF

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HAVE YOUR HEARD OF

OCULUS RIFT


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HAVE YOUR HEARD OF

MYO


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HAVE YOUR HEARD OF

3D SENSOR CAMERA


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Geeks or early adopters?


NEW TECH PERCEPTION

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NEW TECH PERCEPTION

GEEK


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NEW TECH PERCEPTION

NERD


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3D cameras are cool.


THE KINECT PRECEDENT

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NUI


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Natural user interface, released November 2010

The rise of ‘natural’ controls

Originally developed for the video game industry

Software quickly ‘hacked’ and used for marketing purposes



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SMART FITTING


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SERIOUS GAMING


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VIRTUAL SHOPPING


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NORDSTROM


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Increase brand awareness

Business influence

Increase revenues

Improvement of B2C interactions



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Expectations.


NEXT GEN 3D CAMERA

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NEXT GEN 3D CAMERA

HD


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NEXT GEN 3D CAMERA

FACE RECOGNITION


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NEXT GEN 3D CAMERA

EMOTION DETECTION


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NEXT GEN 3D CAMERA

ATTENTION SPAN TRACKING

I DON’T HAVE A SHORT ATTENTION SPAN,

I JUST… OH LOOK A KITTY!


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Face recognition

Hyper targeted advertising

Emotion detection

Attention span tracking

NEXT GEN 3D CAMERA


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A dive into virtual reality.


THE OCULUS HYPE

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THE OCULUS HYPE

OCULUS RIFT


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Natural user interface, developer version released 2013

Virtual reality immersion

Originally developed for the video game industry

Marketing purposes comparable to 3D cameras

THE OCULUS HYPE


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THE OCULUS HYPE

TOURISM


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THE OCULUS HYPE

HTTP://OCULUSSTREETVIEW.EU.PN/


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THE OCULUS HYPE

CAR DEMO


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THE OCULUS HYPE

SERIOUS GAMING


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Deepen user’s experience

Business influence

Increase brand awareness

Increase brand revenues

THE OCULUS HYPE


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THE OCULUS HYPE


3D RELIANT

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THE OCULUS HYPE


STEREOSCOPY

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THE OCULUS HYPE


DEVICE RELIANT

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It’s all about the synergies.

NEW TECHNOLOGY MARKETING


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Geeks are early adopters. They are aware of the upcoming new technologies and usually the first ones to get excited about their potential. Strategists make use of their marketing features.

Geeks + strategists



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It’s not necessarily about the 3D cameras or the Oculus. It is about how interface controls are evolving. It’s up to the digital agencies to make sure consumers are able to actually interact with brands and their advertisings in the most engaging ways possible. Gesture control and eye tracking will become standards, no matter the devices.

Gesture control + eye tracking



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New technologies allow even more data tracking. You can monitor how much time was spent looking at either the product, or the message. You can adapt the message of your ad to the customer by determining its gender and check their reaction to it.

Data tracking + personalized ads



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What does it take?

NEW TECH AGENCY


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Synergizing profiles + R&D oriented


NEW TECH AGENCY

Audiovisual specialists + app developers + graphic designers + openminded strategists + …

A research & development mindset

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Questions.

CONCLUSION


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