Innovations

In the ever-evolving landscape of digital marketing, two transformative technologies have emerged as game-changers: Artificial Intelligence (AI) and Virtual Reality (VR). These dynamic forces are reshaping the way we interact with websites, experiencing online content and brand affinity. These technologies are rightfully being celebrated as revolutionising the digital space, but it is important to explore how each fits within various sectors of the internet. For digital marketers, the possibilities seem ever-expanding. 

Visual Storytelling 

The most obvious example of the potential of this tech is interactive storytelling. Having a compelling story both humanises your brand and invites consumers to be a part of the experience. Given this, VR seems a natural method to invite viewers not only into the space but also to allow them to actively participate in the narrative. The potential of this can be explored through various marketing spaces, such as digital showrooms, mini-documentaries/informative films, exhibitions and product testing. A great early example of VR as a storytelling tool is the interactive documentary Bear71 (https://bear71vr.nfb.ca/) created by The National Film Board of Canada to make otherwise dull trail cam footage into an explorative experience across national parks to express the importance of minimal human interference. Looking at these digital experiences and adapting them to suit your own message is tantamount to innovative and engaging practice.

Audience Expansion 

Moreover, augmented reality apps and VR being made accessible to the masses means that branding can be exported on a global scale from a single program, take for instance the IKEA place app(https://www.ikea.com/gb/en/customer-service/mobile-apps/ ), allowing customers to view the products within their homes. Another key example is artist Kaws partnering with game giant Fortnite and AR app Acute Art to host an exhibition both within the game and via mobile AR, displaying his works for free across the globe. Given the potentially boundless scale these marketing techniques can have, it is important to explore and embrace how these technologies could hold a place within your brand output. 

AI Hyper-Personalisation 

AI is transforming digital marketing by enabling hyper-personalisation at scale. Machine learning algorithms analyze vast amounts of data to understand consumer behaviour, preferences, and buying patterns. Armed with these insights, marketers can deliver tailored content, product recommendations, and advertisements that resonate with individual users. This level of personalization not only enhances user engagement but also drives higher conversion rates. This personalisation can also feed back into interactivity through AI-driven chatbots and virtual assistants, which can engage users in real-time conversations, answering questions and providing information.

Unique User Experience and Accessibilty

AI is revolutionizing user experiences by personalizing web content in real time. Using algorithms and machine learning, websites analyse user behaviour and preferences, tailoring content uniquely to each visitor. This level of personalization not only enhances user engagement but also boosts conversion rates, with services such as AI chatbots offering promotions and customer engagement in real-time. Part of ensuring a global standard of user experience is accessibility, which is naturally enhanced by AI as chatbots provide on-hand support to users with disabilities, while VR can simulate experiences that allow users with mobility issues to virtually explore places that might be inaccessible to them. By also utilising these tools for accessibility as an enhancement of user experience, web designers and marketers are making the internet a more inclusive space for all.

Data-Driven Insights

AI has the ability to equip marketers with data-driven insights that can inform decisions made by marketing teams. Marketers can analyse consumer behaviour, campaign performance, and market trends with unprecedented accuracy and very little time/resource allocation. This information helps optimize marketing strategies in real time, ensuring that resources are allocated efficiently and campaigns are continuously improved. Moreover, by understanding user behaviour, marketers and web designers can make data-driven decisions to optimize brand websites continually. This iterative process ensures that websites and social media stay fresh, relevant, and aligned with user expectations.

The technical capabilities of AI and VR are developing around us constantly, so it is important to acknowledge the way in which these software are propelling digital marketing into a new period of innovation and engagement. The potential to engage limitless audiences, forge new digital landscapes and captivate audiences with immersive, data-driven experiences is a level of potential that cannot be undersold. Marketers who seek to embrace VR and AI will therefore better align themselves with ever-evolving industry trends, as well as create lasting, personalised relationships with their consumers.