Chasing The Customer … Fusing The Real And The Virtual

Russ Klein, CEO of The AMA responded to the blog below. Thought his comments as to the direction of the AMA are relevant and directional. 

“Ron there’s a great article written by a dear friend of mine, Darrell Rigby of Bain, in HBR about six months ago that addressed digital/physical fusion. It’s well done and your comment reminded me of it. The “Next AMA” is on a path to do exactly that…fuse our digital and physical assets to create a seamless user/member experience in ONE AMA community. As Leo once said, “you won’t recognize the place!”.

Be well.
Positively,
Russ Klein
CEO || The American Marketing Association


Crafting The Most

Imaginative Of Experiences

Fusing The Real & The Virtual

See an example of the Real & The Virtual

 

Digital devices are now representation machines … machines that become a personal experience theater. We are redesigning the human digital experience, almost daily. We are creating imagery worlds that have special relationships to reality and virtuality. We can amplify, enrich, and augment our own capacities to think, feel, act and experience — not only our known world but the world as we might imagine it. We can instantiate the virtual in the material.

Marketers must be prepared to act into the future by moving from design to deployment.

Marketers must stretch out to embrace the infinite.

The Importance of Digital Marketing Capabilities

220px-Carver_Mead_at_CHM_Apr-2005The world of bits and bytes now allows marketers to shift their strategies from the marketing and communication theories of the 60’s to the ability to innovative customer experiences and transformations. Carver Mead, one of the key pioneers in microelectronics, said, “Listen to the technology; find out what it is telling you.”

“Listening to the technology” will allow you and you team to create messaging innovations thereby creating greater customer value, customer retention, brand identity and, ultimately, a greater customer LTV.

Jumping the Creative Wall

Marketers must now not only work from understanding, but also to a new realm of ideation. What new ways can you create value for customers and economic gain for your company? Now the marketing team has to shift its thinking from new goods and services to higher-level communication offerings that  include innovative experiences and transformations.

Every day, new dimension terms like reality, augmented reality, alternate reality, warped reality, virtuality, augmented virtuality, physical virtuality, mirrored virtuality now enter our vocabulary and marketing tool box. For example, you can fuse each of these to create new dual dimensions like the Mans Zelmerlow video above. Or … many, many other permutations and combinations.

What marketers now have to consider when creating the communication packages is:

  1. How can we use technology to go beyond the visual and aural to engage or ‘touch’ all five senses?
  2. How can we use technology and dimensions to enhance our ‘storytelling’  to also connect with the emotional, physical, intellectual and / or spiritual levels?
  3. If our data science allows us to distinguish multiple types of customers or group customer personae, how would you use the enhanced range of technology and dimensions to engage by segment or one-to-one?
  4. How can you use technology and the dimensions to not only connect with the consumer experience but also to interject ‘transformation’? What if the customer through social media or purchase behavior has signaled what they aspire to become?

To operate in the next phase of marketing communication, marketers will have to engage in:

  • Immersion: a complete understanding of not only the technology but the intellectual and conceptual possibilities inherent in the dimensional realms.
  • Ideation: Ideation is no longer confined to the limitations of legacy media. Entirely new presentation form factors are available and rapidly adopted.
  • Selection: What are the ideas that present the greatest value creation opportunities for the potential customer and the brand?

Final Thought:

Whatever your marketing skills are today … many of them will be obsolete tomorrow morning!

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Comments
One Response to “Chasing The Customer … Fusing The Real And The Virtual”
  1. Russell Klein says:

    Ron there’s a great article written by a dear friend of mine, Darrell Rigby of Bain, in HBR about six months ago that addressed digital/physical fusion. It’s well done and your comment reminded me of it. The “Next AMA” is on a path to do exactly that…fuse our digital and physical assets to create a seamless user/member experience in ONE AMA community. As Leo once said, “you won’t recognize the place!”. Be well.

    Positively,

    Russ Klein
    CEO || The American Marketing Association

    Like

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