“Marketing Trải Nghiệm” Dựa Trên Công Nghệ: Một Hướng Đi Marketer Nên Thử

Từ công nghệ thực tế ảo (Augmented Reality) cho đến avatar động điều khiển bởi con người (Human-Controlled Avatars), công nghệ đã ngày nay đã hiện đại đến mức những trải nghiệm ảo đã không còn quá ảo nữa.
Theo Alex Poulson, đồng sáng lập công ty công nghệ INDE, thời đại marketing sử dụng công nghệ chỉ để “làm màu” đã kết thúc, thay vào đó là một bức tranh tươi sáng hơn cho cái gọi là “marketing trải nghiệm” thực sự.
“Marketing trải nghiệm” đã có từ lâu nhưng chỉ dừng lại ở việc tạo ra sự tò mò nhất thời, lôi kéo khách hàng mục tiêu được một chút rồi thôi. Không phải là “marketing trải nghiệm” không hiệu quả, mà do sự kết nối của công nghệ với nội dung thông điệp quảng cáo không được tốt dẫn đến một trải nghiệm không trọn vẹn.
“Hãy tưởng tượng xem nếu tôi có thể đưa trận bóng đá cách nửa vòng trái đất về phòng khách và làm bạn cảm giác như bạn đang ở tại trận bóng” – lời của Poulson. “Làm gì có chuyện bạn không chịu trả 10$ cho việc kết nối với nó.
Alex Poulson, co-founder of Inde
Với kinh nghiệm trong nghành quảng cáo và đã từng là Giám đốc Sáng tạo của Denstu, Poulson tin rằng “marketing trải nghiệm” chưa thực sự được khai phá hết. “Người tiêu dùng sẽ chỉ nhớ đến những thương hiệu nào chịu khó đầu tư vào việc suy nghĩ và tạo ra những trải nghiệm thú vị, và tôi tin có rất nhiều tiềm năng chưa được khám phá trong các chiến dịch quảng cáo truyền thống.”
Ngoài các TVC và Social Media, Poulson cũng quan tâm đến sự giao hòa giữa công nghệ và sự tham gia của con người. “Với trải nghiệm thực tế ảo, người ta có thể dễ dàng nhận ra những điều không đúng. Tôi nghĩ rằng khi công nghệ được sử dụng đúng nó sẽ mang đến cho thương hiệu cơ hội để tạo ra trải nghiệm tương tác hai chiều.”
Sự tham gia của Poulson vào lĩnh vực marketing trải nghiệm chỉ thực sự bắt đầu khi ông rời khỏi Dentsu và bắt đầu vai trò cố vấn cho một đối tác kinh doanh, nơi mà họ khám phá làm cách nào để thương hiệu có thể xuất hiện ở giữa đám đông mà không sử dụng quảng cáo báo in hoặc quảng cáo kỹ thuật số. Dự án đầu tiên được sử dụng công nghệ thực tế ảo (Augmented Reality) mà ông có dịp làm đến từ yêu cầu của một khách hàng là Bảo tàng nghệ thuật trực tuyến mang tên Brit-Art.com. Bảo tàng này muốn cho người xem thưởng lãm các tác phẩm nghệ thuật bằng cách không chỉ là xem hình trên website.
[vimeo 70559951 w=500 h=281]
“Quay trở lại thời kỳ lúc chúng tôi phát triển 1 ứng dụng cho điện thoại Nokia”, Poulson nói.” Cho phép người ta đặt các tác phẩm nghệ thuật trên tường nhà họ xem nó có hợp với nội thất hay không, sau đó click mua và nó được giao đến nhà. Sự thật là có rất nhiều người mua tác phẩm nghệ thuật để hợp với không gian sống của họ chứ không hẳn chỉ để đầu tư.”
Đó là một thử nghiệm mang tính thực tiễn cao, nhưng làm trên dự án thực tế này là một khoảnh khắc “lóe sáng” đối với Poulson cùng nhóm của mình và họ nhìn thấy được tiềm năng từ đó. Họ tiếp tục làm việc cho General Electric và các khách hàng khác, việc tư vấn phát triển khiến công ty tách ra thành hai doanh nghiệp riêng biệt, AppShaker và Inde. Công ty đầu tiên tập trung vào làm dự án cho khách hàng và nghiên cứu phát triển (R&D), trong khi công ty sau cố gắng thương mại hoá những ý tưởng công nghệ trên thành những sản phẩm dễ độc lập, dễ triển khai để có thể bán hoặc ứng dụng thông qua thuê bản quyền.
Gần đây, Inde mua lại AppShaker sát nhập hai công ty lại cùng nhau. Văn phòng ở London được kết hợp vàcác team ngồi làm việc chung với nhau một cách chặt chẽ. “Tôi tin vào sự gắn kết khi làm chung dưới một mái nhà”- Poulson chia sẻ.

Thời đại marketing sử dụng công nghệ chỉ để “làm màu” đã kết thúc, thay vào đó là một bức tranh tươi sáng hơn cho “marketing trải nghiệm” thực sự.

Inde bao quát năm mảng chính của marketing trải nghiệm thực tế ảo, đó là:

    • Broadcast AR: phát sóng / trình diễn thực tế ảo
    • Live avatar: avatar động
    • Virtual reality: trải nghiệm thực tế ảo
    • Trình diễn AR: thuyết trình thực tế ảo
    • Thực tế ảo (AR) trên di động.

Tuy nhiên, mảng kinh doanh của AppShaker thực tế liên quan đến mọi khía cạnh của công nghệ ở hiện tại và tiềm năng phát triển tương lai bao gồm công nghệ người máy, thiết bị di động, hệ thống thị giác máy tính.

“Chưa hề có bất kỳ một cuộc trao đổi nào diễn ra trong ngành quảng cáo hay giáo dục ở thời điểm này về công nghệ người máy, nhưng trong hai hoặc ba năm tiếp theo điều này sẽ xảy ra.” – chia sẻ của Poulson, người có tầm nhìn về tương lai và thấy được lợi nhuận của việc đầu tư cho việc nghiên cứu và phát triển các công nghệđộc quyền. Sau khi làm việc cùng National Geographic và BBC, công nghệ AR của Inde sẽđược sử dụng trong hệ thống các bảo tàng tầm cỡ thế giới và tương tác trong giáo dục.

[vimeo 95501084 w=500 h=281]

Poulson nói: “Chúng tôi là một công ty thành thật và chịu khó.Tuy nhiên, chúng tôi sẽ tìm kiếm thêm những nguồn vốn từ bên ngoài trong hai năm tới (để phát triển những công nghệ này).”

Những khách hàng đáng chú ý của Inde bao gồm Coca-Cola, Universal Studios, National Geographic, Smithsonian Institution, Guinness Book of World Records, Ford, BBC Worldwide và 20th Century Fox.

Trong chuyến đi đến Hong Kong tuần rồi, khi được sắp xếp tham gia chiến dịch “The Great Britain” – một chiến dịch quảng bá những điều tuyệt vời nhất của Nước Anh – Inde đã giới thiệu về công nghệ AR đến các thành viên của đại sứ quán Anh vàcộng đồng sáng tạo, PMQ. Poulson đã tới Macau để giới thiệu về công nghệ trình diễn AR trong ba ngày tại một địa điểm có mật độ người qua lại cao ở City of Dreams, Macau.

Nguồn: Brands Việt Nam (Theo Adrian Peter Tse / Campaign Asia)

error0
Tweet 20
fb-share-icon20

76 thoughts on ““Marketing Trải Nghiệm” Dựa Trên Công Nghệ: Một Hướng Đi Marketer Nên Thử

  • 08/04/2021 at 5:49 sáng
    Permalink

    This is very interesting, You are a very skilled blogger.
    I have joined your feed and look forward to seeking more
    of your wonderful post. Also, I have shared your web site
    in my social networks!

  • 08/04/2021 at 5:54 sáng
    Permalink

    I believe this is one of the so much vital information for me.
    And i’m happy reading your article. But want to statement on some general things, The site taste is perfect, the articles
    is in point of fact excellent : D. Excellent activity, cheers

    My blog :: Lpe88 company (https://918kiss-m.com/lpe88/)

  • 08/04/2021 at 5:54 sáng
    Permalink

    Hey there! I just wanted to ask if you ever have any trouble with hackers?

    My last blog (wordpress) was hacked and I ended up losing a few months of hard work due to no backup.

    Do you have any solutions to prevent hackers?

    Feel free to visit my web-site – 918kaya download android (https://918kiss-m.com/918kaya/)

  • 08/04/2021 at 5:55 sáng
    Permalink

    If some one wishes expert view about running a blog then i advise him/her to
    visit this website, Keep up the fastidious work.

    my web site :: kiosk calibet

  • 08/04/2021 at 5:56 sáng
    Permalink

    Hi, I do think this is an excellent website.
    I stumbledupon it 😉 I will return yet again since I bookmarked it.
    Money and freedom is the best way to change, may you be rich and continue to help other people.

    Feel free to visit my homepage – ace333 android download

  • 08/04/2021 at 5:57 sáng
    Permalink

    I’m gone to tell my little brother, that he should also go to
    see this weblog on regular basis to take updated
    from hottest reports.

    Also visit my web site – slot game rollex11

  • 08/04/2021 at 5:59 sáng
    Permalink

    Thanks on your marvelous posting! I truly enjoyed reading it, you might be a great author.I will be sure to
    bookmark your blog and will eventually come back in the future.
    I want to encourage one to continue your great posts, have a nice holiday weekend!

    my web site – gema mega888

  • 08/04/2021 at 5:59 sáng
    Permalink

    Hi! I’m at work surfing around your blog from my new apple iphone!
    Just wanted to say I love reading through your blog and look forward
    to all your posts! Keep up the superb work!

    my blog post download aaa1188

  • 08/04/2021 at 5:59 sáng
    Permalink

    Excellent post. I was checking constantly this blog and I’m impressed!

    Extremely useful info specifically the last part 🙂 I care for such information much.
    I was seeking this certain info for a very long time. Thank you
    and good luck.

    Stop by my web-site; station joker123 (918kiss-m.com)

  • 08/04/2021 at 6:06 sáng
    Permalink

    Awesome issues here. I am very satisfied to see your post.

    Thanks so much and I am looking ahead to contact you. Will you kindly drop me a mail?

  • 08/04/2021 at 6:09 sáng
    Permalink

    Great info. Lucky me I came across your blog by accident (stumbleupon).
    I’ve saved it for later!

    Also visit my web page … wukong333 website; 918kiss-m.com,

  • 08/04/2021 at 6:11 sáng
    Permalink

    I always used to read post in news papers but now as I
    am a user of net therefore from now I am using net for
    content, thanks to web.

    Visit my blog; joker123 apk free download – 918kiss-m.com

  • 08/04/2021 at 6:11 sáng
    Permalink

    magnificent issues altogether, you simply gained a new reader.
    What may you suggest in regards to your post that you just made some days ago?
    Any sure?

    Here is my website; scan live22 apk (918kiss-m.com)

  • 08/04/2021 at 6:13 sáng
    Permalink

    Heya! I realize this is somewhat off-topic but I had to ask.
    Does operating a well-established blog like yours require a lot of work?

    I am brand new to running a blog however I do write in my diary on a daily basis.
    I’d like to start a blog so I can share my own experience and views online.
    Please let me know if you have any suggestions or
    tips for new aspiring blog owners. Appreciate it!

    my web-site: ntc33 kiosk download

  • 08/04/2021 at 6:15 sáng
    Permalink

    Every weekend i used to pay a visit this website, for the reason that i wish
    for enjoyment, for the reason that this this site conations actually good funny information too.

    My web page – joker138 net download

  • 08/04/2021 at 6:16 sáng
    Permalink

    Does your site have a contact page? I’m having problems locating it but, I’d like to send
    you an email. I’ve got some ideas for your blog you might be interested in hearing.
    Either way, great website and I look forward to seeing it improve
    over time.

    Feel free to visit my blog :: playboy2 id test

  • 08/04/2021 at 6:17 sáng
    Permalink

    Hello there, just became aware of your blog through Google, and found that it is really informative.

    I am going to watch out for brussels. I will appreciate
    if you continue this in future. Many people
    will be benefited from your writing. Cheers!

    Here is my blog; free download game 918kiss 2

  • 08/04/2021 at 6:19 sáng
    Permalink

    I’m really enjoying the design and layout of your website.
    It’s a very easy on the eyes which makes it much more enjoyable for
    me to come here and visit more often. Did you hire out a developer to
    create your theme? Fantastic work!

    Also visit my homepage: Home lionking888 download

  • 08/04/2021 at 6:20 sáng
    Permalink

    I love your blog.. very nice colors & theme. Did you create
    this website yourself or did you hire someone to do it for you?
    Plz respond as I’m looking to design my own blog and would
    like to know where u got this from. cheers

    Also visit my site: scr wm casino

  • 08/04/2021 at 6:21 sáng
    Permalink

    Appreciating the time and effort you put into your site
    and detailed information you offer. It’s nice to come across
    a blog every once in a while that isn’t the same unwanted rehashed material.
    Fantastic read! I’ve saved your site and I’m including your RSS feeds to my Google account.

    Feel free to surf to my web blog: mega888 free download

  • 08/04/2021 at 7:03 sáng
    Permalink

    My programmer is trying to convince me to move to .net
    from PHP. I have always disliked the idea because of the costs.
    But he’s tryiong none the less. I’ve been using Movable-type on a variety of websites for about a year and am nervous about switching to another platform.

    I have heard good things about blogengine.net.
    Is there a way I can import all my wordpress posts into it?

    Any help would be really appreciated!

    Look at my blog post … http://www.lifeadventureexplore.com

  • 08/04/2021 at 6:01 chiều
    Permalink

    I have been exploring for a little bit for any high quality articles or weblog posts on this sort of space
    . Exploring in Yahoo I ultimately stumbled upon this website.
    Reading this information So i’m satisfied to show that I have a
    very good uncanny feeling I came upon exactly what I needed.
    I so much no doubt will make sure to don?t disregard this website and give it a look on a constant basis.

  • 08/04/2021 at 11:46 chiều
    Permalink

    I must show my passion for your generosity for persons that really need guidance on this
    one theme. Your special commitment to getting the message
    throughout had become especially functional and has
    continuously helped regular people like me to
    attain their ambitions. Your entire interesting help and advice implies a great deal to me and especially to my office workers.
    Thanks a lot; from each one of us.

    my webpage bettyjostarke.net

  • 09/04/2021 at 3:46 sáng
    Permalink

    Write more, thats all I have to say. Literally, it seems as though you relied on the video to make your point.
    You obviously know what youre talking about, why throw away your intelligence on just posting
    videos to your blog when you could be giving us something informative to read?

  • 09/04/2021 at 5:14 sáng
    Permalink

    Appreciating the time and energy you put into your website and
    detailed information you present. It’s great to come across a blog every once in a while that isn’t the same outdated rehashed material.
    Great read! I’ve bookmarked your site and I’m
    including your RSS feeds to my Google account.

  • 09/04/2021 at 5:39 sáng
    Permalink

    Hey very nice web site!! Man .. Beautiful
    .. Amazing .. I’ll bookmark your site and take the feeds additionally?
    I am satisfied to seek out so many helpful info right here within the put up, we need work out more techniques on this regard, thank you for sharing.
    . . . . .

  • 09/04/2021 at 6:28 sáng
    Permalink

    If some one wants to be updated with newest technologies after
    that he must be pay a quick visit this web page and be up to date all the time.

  • 09/04/2021 at 7:13 sáng
    Permalink

    I do consider all of the ideas you have presented
    on your post. They’re really convincing and can certainly work.

    Nonetheless, the posts are very quick for newbies.

    Could you please extend them a bit from next time? Thanks for the post.

  • 09/04/2021 at 7:23 sáng
    Permalink

    Ahaa, its fastidious dialogue regarding this piece of writing at this
    place at this website, I have read all that, so now me also commenting at this place.

  • 09/04/2021 at 7:28 sáng
    Permalink

    If some one wants expert view concerning running a blog after that i suggest him/her to pay a visit this website, Keep up the
    fastidious job.

  • 09/04/2021 at 8:11 sáng
    Permalink

    There is definately a great deal to find out about this topic.
    I like all the points you made.

  • 09/04/2021 at 9:18 sáng
    Permalink

    You really make it seem really easy together with your presentation but I
    find this topic to be actually something which I think I’d by no means understand.
    It sort of feels too complex and very vast for me.

    I am looking forward in your subsequent put up, I’ll attempt to get the dangle of it!

  • 09/04/2021 at 10:14 sáng
    Permalink

    I’m gone to convey my little brother, that he should also pay a
    quick visit this web site on regular basis to obtain updated from most recent reports.

  • 09/04/2021 at 11:39 sáng
    Permalink

    I just like the valuable info you provide on your articles.
    I will bookmark your blog and check again here frequently.
    I am moderately certain I’ll be told plenty of new stuff proper right here!
    Best of luck for the following!

  • 09/04/2021 at 1:39 chiều
    Permalink

    Hello to all, how is the whole thing, I think every one is getting more from this
    web page, and your views are fastidious in support
    of new visitors.

  • 09/04/2021 at 3:26 chiều
    Permalink

    What i don’t realize is in reality how you’re no longer actually much more neatly-liked
    than you may be now. You are so intelligent. You already know thus significantly in terms of this subject, made
    me personally consider it from so many various angles. Its like women and men are
    not fascinated except it’s one thing to accomplish with Lady gaga!
    Your individual stuffs outstanding. At all times handle it up!

  • 09/04/2021 at 3:48 chiều
    Permalink

    There is certainly a great deal to learn about this issue.

    I love all the points you’ve made.

  • 09/04/2021 at 4:26 chiều
    Permalink

    We are a group of volunteers and starting a new scheme in our community.
    Your site provided us with helpful information to work on. You’ve performed an impressive process and our
    entire community can be grateful to you.

  • 09/04/2021 at 4:59 chiều
    Permalink

    I absolutely love your blog and find nearly all of your post’s to be precisely what
    I’m looking for. can you offer guest writers to write
    content in your case? I wouldn’t mind creating a post or elaborating
    on most of the subjects you write about here. Again, awesome web log!

  • 09/04/2021 at 5:11 chiều
    Permalink

    I’m not sure where you’re getting your info, but good topic.
    I needs to spend some time learning more or understanding more.
    Thanks for fantastic info I was looking for this info for my mission.

  • 09/04/2021 at 5:37 chiều
    Permalink

    Hello, yup this post is genuinely good and I have learned lot of
    things from it on the topic of blogging. thanks.

  • 09/04/2021 at 7:04 chiều
    Permalink

    It’s appropriate time to make some plans for the future and it’s time to
    be happy. I’ve read this put up and if I may just I want to recommend you some attention-grabbing issues or advice.
    Perhaps you could write subsequent articles relating to this article.

    I want to read even more things about it!

  • 09/04/2021 at 7:29 chiều
    Permalink

    Terrific post however , I was wanting to know if you could write a litte more
    on this topic? I’d be very grateful if you could elaborate a little bit more.

    Bless you!

  • 09/04/2021 at 7:45 chiều
    Permalink

    Woah! I’m really enjoying the template/theme of this site.
    It’s simple, yet effective. A lot of times it’s challenging to get
    that “perfect balance” between usability and appearance.
    I must say you’ve done a very good job with this.
    In addition, the blog loads extremely fast
    for me on Opera. Excellent Blog!

  • 09/04/2021 at 7:54 chiều
    Permalink

    You actually make it seem so easy with your presentation but I find this
    topic to be really something that I think I would never understand.
    It seems too complex and extremely broad for me.
    I’m looking forward for your next post, I will try to get
    the hang of it!

  • 09/04/2021 at 8:01 chiều
    Permalink

    Wow that was strange. I just wrote an very long comment but
    after I clicked submit my comment didn’t show up.
    Grrrr… well I’m not writing all that over again. Anyways, just wanted to say excellent blog!

  • 09/04/2021 at 8:10 chiều
    Permalink

    Today, I went to the beach with my children. I found a sea shell and gave it to
    my 4 year old daughter and said “You can hear the ocean if you put this to your ear.” She placed the shell to her ear and screamed.
    There was a hermit crab inside and it pinched her ear.
    She never wants to go back! LoL I know this is completely off topic but
    I had to tell someone!

  • 09/04/2021 at 8:24 chiều
    Permalink

    Hello terrific website! Does running a blog like this
    require a lot of work? I have absolutely no understanding of programming however I had been hoping to start my own blog in the near future.
    Anyway, should you have any ideas or tips for new blog owners please share.
    I understand this is off subject however I simply wanted to ask.
    Cheers!

  • 09/04/2021 at 8:50 chiều
    Permalink

    I’m not sure exactly why but this web site is loading
    very slow for me. Is anyone else having this problem or is it a issue on my end?
    I’ll check back later and see if the problem still exists.

  • 09/04/2021 at 9:03 chiều
    Permalink

    I needed to thank you for this wonderful read!! I absolutely
    enjoyed every bit of it. I have got you bookmarked to look at new stuff
    you post…

  • 09/04/2021 at 9:53 chiều
    Permalink

    Hi there this is kind of of off topic but I was wanting to know if
    blogs use WYSIWYG editors or if you have to manually
    code with HTML. I’m starting a blog soon but have no coding knowledge so I wanted to
    get advice from someone with experience. Any help would be enormously appreciated!

  • 09/04/2021 at 10:56 chiều
    Permalink

    Hi terrific website! Does running a blog such as this
    require a great deal of work? I’ve very little expertise
    in programming however I was hoping to start my own blog in the near future.
    Anyhow, should you have any ideas or techniques for new blog owners please share.

    I know this is off subject however I just needed to ask.
    Thanks!

  • 09/04/2021 at 11:14 chiều
    Permalink

    What’s up to every one, for the reason that I am in fact eager of reading
    this webpage’s post to be updated regularly. It
    consists of nice information.

  • 10/04/2021 at 12:26 sáng
    Permalink

    obviously like your web-site however you need to test the spelling on quite a few of your posts.

    A number of them are rife with spelling problems and I find it very troublesome
    to tell the truth then again I’ll surely come again again.

  • 10/04/2021 at 12:32 sáng
    Permalink

    Yes! Finally something about website.

  • 10/04/2021 at 12:51 sáng
    Permalink

    hi!,I really like your writing so so much! share we be in contact more about
    your article on AOL? I require an expert in this area to resolve
    my problem. Maybe that is you! Taking a look ahead to look you.

  • 10/04/2021 at 1:13 sáng
    Permalink

    Hello, I read your new stuff daily. Your story-telling style is witty, keep
    up the good work!

  • 10/04/2021 at 1:23 sáng
    Permalink

    Today, I went to the beachfront with my kids. I found a sea shell and gave it to my 4 year old daughter and
    said “You can hear the ocean if you put this to your ear.”
    She placed the shell to her ear and screamed. There
    was a hermit crab inside and it pinched her ear. She never wants to go
    back! LoL I know this is totally off topic but I had to tell someone!

  • 10/04/2021 at 1:26 chiều
    Permalink

    Greetings! Very useful advice within this post! It is
    the little changes that will make the biggest changes. Many thanks for sharing!

    Here is my web-site – tarikubogale.com

  • 11/04/2021 at 1:09 sáng
    Permalink

    It’s remarkable to pay a quick visit this web page and reading the views of
    all colleagues on the topic of this piece of writing, while I am also keen of getting
    know-how.

    Here is my homepage: rantsforchange.ca

  • 11/04/2021 at 8:26 chiều
    Permalink

    My brother suggested I might like this blog.
    He was entirely right. This post truly made my day.
    You cann’t imagine just how much time I had spent for this info!
    Thanks!

    my blog … avianoslist.com

  • 11/04/2021 at 11:41 chiều
    Permalink

    I enjoy you because of your own work on this blog.
    Ellie loves working on internet research and it’s really easy to see why.
    Almost all know all of the compelling method you provide practical guides via this web site and improve participation from some
    others about this concern while our daughter is in fact studying a
    whole lot. Enjoy the rest of the new year. You’re
    the one doing a tremendous job.[X-N-E-W-L-I-N-S-P-I-N-X]I am
    really inspired with your writing abilities and also with
    the format for your weblog. Is this a paid subject or did you customize it
    yourself? Anyway keep up the excellent quality writing, it’s
    rare to peer a nice weblog like this one today.

    Feel free to surf to my site: http://gloria.bk-ninja.com/forums/users/annelieseskurrie/

Trả lời

Email của bạn sẽ không được hiển thị công khai.