MAM

Chat Bots, VR/AR, Drones; When marketing marries technology

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/mam-images/2016/04/19/vr.jpg?itok=Bsvgjs0m

MUMBAI:  From Tata Motors taking India on its first ever virtual drive using Google Cardboard, Facebook allowing brands to message users using chat bots, to drones covering live gig at concerts --the  last few months have been exciting in brand land.  By themselves these events maybe little pockets of wonder, but they also point towards a larger paradigm shift in the way products will be hawked, how methods to attract consumers have evolved and are evolving. 

If marketers in the country haven’t been taking notes, they better catch up as technology is fast changing how consumers interact with brands just like a friend after marriage. On the one hand it poses countless possibilities for innovation, on the other, there's an impending threat of becoming irrelevant. It’s either adapt, adopt or perish. “Brands can surely become the tissue between consumers and technology. We will see emergence of many technology led marketing solutions  more so because business are challenged to break open the walls and digitally transform,” points out triggerbridge co founder and future facing marketer S. Yesudas.

The best part about these emerging technologies is that they give equal opportunities for brands, small and big to be firsts in many ways. Given the accessibility options available, there is a more democratic penetration of some of these technologies across the globe, putting India at an advantage in many cases.  “If you watch the trends that are making the waves in the marketing communities, some are happening faster in India while others will take time to penetrate here. For example mobile and smartphone based technologies will  no doubt see a more rapid boom in India just for the sheer utility and scale that the country presents,” explains Kyoorius founder Rajesh Kejriwal. According to him, while mobile and social media aren’t ‘new’ technologies, the way they are used to target and interact with consumers will see a sea change in the  upcoming recent years.

To some marketers who love to dabble in technology wearable technologies like ‘smart watches’ are on top of the list of marketers, though they do admit that India hasn’t caught on to their full fervor as yet. Location based marketing that makes optimum use of geo tagging will be the next phenomenon in local and regional markets. “They are not just tech but a source of data, very precise and targeted data,” quips Kejriwal. This is at a time when brands are paying millions to get hold of data and analyse them.

As per the inputs from creatives, agencies, planners, startups, techies, gadget freaks, and brand managers,  top emerging technologies that marketers should watch out for are --

Read on:  

Virtual Reality/ Augmented Reality: VR/AR seems to be the martech buzz word for 2016. It is evident from the number of technology and smartphone brands that have come out with their own headgears in the past few months -- Facebook, HTC, Samsung Huawei just to name a few.  Globally several brands have awed their peers with a brilliant use of VR in marketing. India isn't a late bloomer in this sphere and has churned out some awe inspiring work for the home market. Why use it? “Firstly, VR helps brands with a significant amount of credibility through immersive experience, which otherwise is not possible as effectively. Secondly it also allows to communicate the entire value chain with the customer, through multiple channels -- be it retail, or post sale etc; from the factory to the showroom and then road,” says Happy Finish APAC CEO Ashish Limaye.

Tata Motors initiated a virtual drive for its flagship car Tiago through a newspaper ad on the front page of a leading daily.  It mass distributed 2.3 million (23 lakh) branded Google Cardboards, digital campaign and print ads in The Times of India, across the highly potential automotive markets of Mumbai, Delhi/NCR and Bengaluru.

Drones: While government restriction has given a limited exposure to drones in India, they are quite a craze in more mature markets like the US, South Asia and Europe. "Consumer drones  offer the ability to capture a unique perspective that previously required either a higher cost (helicopters), a more intense set-up and time (custom-made quadcopter or aerial rigs) or a mixture of both. Our drones create the right mix of affordability, stability and ease of use that allows small-to-medium-sized enterprises (as well as large ones) to create unique marketing campaigns based around this new perspective, at a cost effective alternative,” explains drone manufacturing giant  DJI's director of Strategic Partnerships  Michael Perry.

However, India is not alone in facing restrictions when it comes to a commercial field – the solution is that these platforms must be treated according to their weight classification, as a 2 kg quadcopter with minimal payload abilities should be governed by different rules as compared to a 10 kg quadcopter with a sizeable payload, shares Perry.

Jaguar and DJI recently teamed up to showcase how drones can help change film car chase sequences and the future of such sequences. 

Chat Bots: After disruption, convenience is the name of the game and that is exactly what chat bots are banking on. The recent announcement by Facebook last week, allowing brands to have their chat bots in the Facebook messenger has been a revolution of sorts, and brand owners in India have yet to get the feel of it. The biggest impact is expected in the service industry. There was a time when brands became apps, and now it's time for them to become bots.

So how are chat bots different? “Chat bots are a game changer because they are much simpler to use. Everyone is already on their messaging apps. If instead of having to go to a website, or an eCommerce site or download an app, consumers could simply access all their brands through their messengers, imagine how convenient it would be. Unlike AR and VR which need marketers to create an infrastructure to reach full potential, chat bots have a ready playing field,” shares cloud messaging platform Gupshup's  co founder and CEO Beerud Sheth, while he was in India to create awareness on chat bots for brands. From ordering pizza to booking flights, nothing is impossible for these smart chat bots.

3D Printing:  More than its utility in marketing, why brands and advertisers need to pay attention to the fast growing market for 3D printing and its quick evolution, is how it empowers consumers. With 3D printing becoming a household product, the entire manufacturing industry will see a drastic change. The rules of game will change for them and so will it for marketers who are promoting the products.

“The beauty of 3D printing is that it will take advertising from computers and graphics into making into real physical products.  You customise the product and it will be immediately made for you. It will revolutionise advertising as none of the advertising has so far given us a product. Plus 3D printing will affect every pillar in the industry, like distribution, parts manufacturing, merchandising,” shares iPropect India MD Vivek Bhargava.

Videos: India has seen a  huge boom in video consumption, which is only expected to grow bigger as the internet penetration expands and strengthens within the market. As per a Carat report  in 2016, “The continued  growth of digital is driven by mobile, online video and social media, increasingly becoming  more prevalent components of advertising investment.  Mobile continues to show the highest spend growth across all media in 2016, with a year-on- year estimated increase  at +37.9 per cent in 2016.

Therefore videos will play a major role, especially live video streams. Facebook understands this well, and anticipates the trend before it has hit us by launching Facebook Live. It will open up new vistas for pushing one’s service and product. Infact, in the words of Facebook Creative Shop APAC head Fergus O’ Hare , “The dying breed of salesmen will find a renewed motivation with Facebook Live as they can make calls to consumers at specific relevant times of the day when they are most likely to buy the product. Brands can call you any time of the day when it matters the most."

 Somewhere  down the line all these separate technological advancements will be connected, and what will connect them are Big Data and Internet Of Things.  That is why Big Data and The Internet of Things will revolutionise technology, marketing and human lifestyle even. Ai or artificial intelligence, which falls in the purview of the former, is also making ripples in the brand space.

But Yesudas throws a note of caution for aspiring 'martech' users. Care needs to be taken about over dependency on technology or going overboard with it. “Brand owners need to understand digital transformation is not about technological gimmicks. They need to ensure humans are put before technology, using it only to accentuate human behaviour. Brands that will crack this code will lead the marketing charge in the digital era.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/vodafone.jpg?itok=WjQwnjHc
Vodafone Idea partners with cii techsaksham project for msmes to adapt in the digital age

MUMBAI: Vodafone Idea, in partnership with Confederation of Indian Industry (CII), Ministry of MSMEs and other tech giants like Intel, Dell, HP, WhatsApp, and Banking Partner YES BANK have already initiated an exclusive digital project TECHSAKSHAM- focused on supporting MSMEs in India to become...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/susten.jpg?itok=xP4pz6Yw
Mahindra Susten promotes greater sustainability with #CutTheCrap campaign

MUMBAI: India’s leading solar energy company, Mahindra Susten Private Limited, initiated a unique campaign #CutTheCrap to reinforce the importance of reusing and recycling for a sustainable future. The concept behind #CutTheCrap was to talk about waste segregation and its benefits to the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/srisjtey.jpg?itok=YuXMuN9K
Grasim Industries appoint Srishti Sawhney as President and Global Brand Head, Pulp & Fibre

MUMBAI: Grasim Industries has appointed Srishti Sawhney as the President and Global Brand Head for Pulp & Fibre Business. In her new role, Sawhney’s mandate will be to strengthen and enhance the communication and branding of the ingredient brand Liva. She will also chart out the strategy to...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/paintene.jpg?itok=Ry9XQOYN
Pantene launches its new #freedomhair campaign, inspiring girls to write their own story

MUMBAI: These are undoubtedly transformative times for young girls around the world, and Indian girls are also fuelling the winds of change. Caught between the ways of a traditional culture - that can get prescriptive on aspects like what they ought to wear, study, whom to marry and even how to...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/ada.jpg?itok=E4rzXBNk
EaseMyTrip Joining Hands with Malaysia Tourism to promote the Destination

MUMBAI: EaseMyTrip.com, (EMT) one of the leading players in the Online Travel Aggregators segment, has joined hands with Malaysia Tourism Board to promote the destination amongst Indian tourists and offer customized tour packages for Malaysia at attractive rates. For promoting tourism in Malaysia,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/dentsu.jpg?itok=XhbLFiId
Flying Machine, Dentsu India stretch the limit with new campaign for F-LITE denim

MUMBAI: Dentsu India, the brand solutions agency from Dentsu Aegis Network, has launched a new campaign to introduce Flying Machine’s new product, the F-Lite denim.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/ranveer.jpg?itok=4VMyRrjz
Manyavar appoints Ranveer Singh as new face of brand

MUMBAI: Indian-wear brand Manyavar has announced the name of Bollywood actor Ranveer Singh as its new brand ambassador. As a part of the association, Ranveer Singh will be seen endorsing the brand’s latest festive collection through a slew of commercials spread across television, digital, and...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/Manasvita_Subramaniam.jpg?itok=RytbFW4D
Why digital marketing needs a holistic approach

Digital marketing has taken over the traditional methods of interacting with consumers for brands and businesses in an overwhelming manner. This has led to a major shift in the marketing and advertising industry. The concept of digital marketing is not only new and intimidating but also rapidly...

MAM Media and Advertising Digital Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/vdo.jpg?itok=aLvAQqpe
Video hosting, ad distribution, monetisation solutions on one platform: VDO.AI

The world of video is constantly changing and evolving. Brands and platforms are looking for interactive solutions to monetise and distribute their content. The new platform of VDO.AI helps clients to target exactly these aspects from one point.

MAM Digital

Sign up for our Newsletter

subscribe for latest stories