1. Augmented Reality
The line between IRL (in real life) and online has been blurring for decades. AR (Augmented Reality) seamlessly merges the two to create fun, engaging digital experiences. As part of an advertising campaign for the new Sky High mascara, Maybelline has applied lashes to London Underground carriages and London buses. The playful videos show train cars adorned with giant eyelashes and traveling under stationary mascara wands. Jacquemus posted a video on Instagram showing Jacquemus Le Bambino bags on wheels rolling through the streets of Paris. Big Ben was seen in a video wearing a North Face coat. Here, too, the question arises as to whether this is an excellent digital creation or an amazingly well-executed real stunt.
This is known as fake-out-of-home (FOOH) advertising, which are scenes posted on social media as if they actually took place in the real world, but in reality never happened. Because these videos are entirely digital creations, AR is cost-effective.
The merging of digital and physical experiences is also an emerging trend in retail, with innovations such as virtual stores and immersive on-site shopping experiences.
2. Advertising art installations
Art installations merge art and advertising to create a new twist on traditional OOH advertising. Sony Design presented the project “Affinity in Autonomy” at London’s Victoria & Albert Museum. The interactive exhibition presents the relationship between people, emotions, AI and robotics.
Sarah Schmid, Head of Marketing, Kingfluencers, said: “The fusion of art and advertising is not only an aesthetic interaction, but also an innovative, authentic way to present a brand’s products and services. Embedding the message in an artistic context creates a unique connection with the audience.”
Art installations, popular at events, can provide audiences with a welcome escape from everyday life. The benefits of an art installation also extend beyond the visitors who interact with the installation on site. The media can classify these exciting experiences as newsworthy, which leads to organic PR.
3. Virtual influencers
Virtual influencers are becoming increasingly popular. The richest virtual influencer, Lil Miquela, reportedly earns £9 million a year. They have limitless agility and can do everything from ski jumping to cliff jumping. They also offer brands unique opportunities, such as: B. the possibility for fans to vote on the plot or its style. Working with them can also be very cost effective. For example, changing locations for a photo shoot is relatively easy and quick than having to fly people across the globe.
4. Brands interact with and influence communities
Ananda de Jager, Head of Digital Influence, Kingfluencers, said: “We always say: ‘People follow people, not brands.’ Consumers tend to trust brands more when they know who is behind them. When competent people speak for your brand in an authentic and credible way, you can increase awareness and visibility.»
Brands can also directly humanize their own image. Example: The Swiss canton of Graubünden developed two talking ibexes, Gian and Giachen, to promote its region. Gian and Giachen have become so popular that their sayings are part of the Swiss vernacular. Graubünden sells a variety of products featuring the two animals, including NFTs, children’s books, plush toys and a children’s video game, with proceeds benefiting local natural resources.
5. AI
Yoeri Callebaut, CEO of Kingfluencers, said: “There is no doubt that AI will fundamentally change lives, including the way companies and marketing departments work. There are hardly any areas that will escape the effects of AI. Those who make AI their ally rather than their enemy will be able to achieve competitive advantage on both a personal and organizational level. The challenge will be to harness the power of AI while remaining in control and not forgetting essential skills. AI should make us more efficient and intelligent, allowing us to increase our creativity and set higher standards in all areas. It should reinforce what makes people and organizations great and help them improve, not diminish our capabilities.”
Many people are concerned about AI eliminating jobs, but it has great potential to serve as an empowerment tool and increase productivity. A recent Forbes article highlighted ways marketers can use generative AI: brainstorming and idea generation, automating content creation, augmenting existing content, creating visuals, hyper-personalization. (pd/spo)
2024-01-03 15:45:48
#Kingfluencers #trend #guide #digital #marketing
