6 T E C H N O L O G Y T R E N D S T O S H A P EE X P E R I E N C E M A R K E T I N G I N 2 0 1 6N I C K R I G G A L LH E A D O F D I G I T A L S T R A T E G Y A T G E O R G E P . J O H N S O NN I C K . R I G G A L L @ G P J . C O M@ N I C K R I G G A L L

I T ’ S T H A T T I M E O F Y E A R A G A I N . H E R E A R E O U R T O P 6 T E C H N O L O G I E S A N D T R E N D S T O S H A P E E X P E R I E N C E M A R K E T I N G I N 2 0 1 6 A N D B E Y O N D .

V I R T U A L R E A L I T Y B E C O M E S A M A I N S T R E A M M E D I U M

As one of Gartner Hype Cycle 2015 technologiesto emerge from the trough of disillusionment,clients and agencies are seeing clearer alignmenton VR’s role and required production values. The2015 New York Times’ distribution of GoogleCardboard to 1.1m subscribers was a clearindicator mass marketing adoption is on thehorizon. Combine this with the launch ofFacebook’s Oculus Rift, HTC, Sony and Googlesupdates and 2016 will be awash with peopleimmersive VR journeys. Our role is to make surewe get the most from the potential of theplatforms which are all gaming platforms attheir core.

( I N V I S I B L E ) I N T E L L I G E N TA S S I S T A N C E

Deployment of Cognitive/Algorithmicbusiness strategies will lead to moreintelligent assistants - Siri, Google VoiceSearch and Cortana are gaining tractionin the mobile space, but with the growthof no-interface experiences, 2016 looksset to redefine friction levels on menialtasks. Think realtime experience guides,predictive way finding, personalisedautomated agenda builders andnetworking 2.0. A new dawn of (invisible)intelligence.

Connected cars and Smart homeshaven’t made it into our everyday eventhough they’re drawing closer. On asmaller scale, support for prototypingand production of connected deviceson test and learn budgets areflourishing across the marketing sector.Brand specific connected productswhen paired with mobile devices willbring a new level of interaction andfrictionless live experiences.

B E S P O K E C O N N E C T E D P R O D U C T SW I L L P A R T N E R L A N D M A R KM O B I L E E X P E R I E N C E S

Whether you have implemented proximitytechnology within experiences or not,finding new ways to connect through consumer devices remains one ofmarketers key roles. Deploying assets andunique experiences in specific virtuallocations for self-discovery and to drivegamification extends consumer touchpoints, not to mention the perceivedvalue of content. Traces.io are just one ofa set of digital platforms crafting theseexperiences hidden in plain sight.

G E O - C A C H I N G :H I D I N G C O N T E N T I N C L E A R S I G H T

Whilst content remains king, audiencebehaviour continues to fragment acrossour increasingly complex digital lives.Never has it been more relevant to buildout robust customer journeys, distill downassets and messages and distribute themacross digital and real world touch points.From 15 second video and animation toinfographics and ephemeral imagery,every engagement will play a vital role inrelevant experiences.

S P L I T T I N G T H E C O N T E N TA T O M : F R A G M E N T E DS T O R Y T E L L I N G

With brands like FitBit continuing to uptheir game in the UK and ContinentalEurope we’re expecting the fight for thewrist to hot up in 2016. The aim amongstbrands is to truly connect with consumersthrough devices and begin to payback allthose hard-earned steps in conventioncentres and shopping malls. In recentweeks we saw the emergence ofBitwalking - a service that generates BW$based on how far you walk whenregistered with their app.

S M A R T W A T C H E S &W E A R A B L E S C O M P E T EF O R W R I S T T I M E

O U R 6 T E C H N O L O G Y T R E N D SS H A P I N G E X P E R I E N C E M A R K E T I N G I N 2 0 1 6 ;V I R T U A L R E A L I T Y , I N T E L L I G E N T A S S I S T A N C E , C O N N E C T E D P R O D U C T S , G E O - C A C H I N G ,C O N T E N T A T O M I S A T I O N A N D S M A R T W A T C H E S .

N I X I E - T H E ONE I ’ M W A I T I N G F O R …

N I C K R I G G A L LH E A D O F D I G I T A L S T R A T E G Y A T G E O R G E P . J O H N S O NN I C K . R I G G A L L @ G P J . C O M@ N I C K R I G G A L L

I m a g e o f N i x i e d r o n e f r o m w i k i p e d i a h t t p s : / / g o o . g l / b m i S 0 A