Fueled by competitive media pricing and consumer attention trends, the ascension of mobile from “second screen” to primary channel shows no signs of reversing.
Now, for brands intent on building top of mind awareness, it’s essential to continuously assess where their target consumers are spending time and focusing attention. The question for marketers up for this challenge is, “After mobile-first, what’s next?”
Emerging technologies and platforms offer these brands the exciting opportunity to look beyond mobile to a range of different interfaces such as voice-first (led by Amazon Alexa and Google Assistant), augmented reality, and immersive virtual reality. This dispersal of attention is making modern digital marketing mixes more complex and competitive for increasingly fragmented consumer attention. This in turn drives the need for creative messaging founded on clear strategy while being tailored for the nuances of distinct media to ensure that the brand resonates through high quality consumer experiences.
This panel will explore new considerations in engagement planning, and attendees will leave with a deeper understanding of:
- How both brands and agencies are using new platforms to reach more consumers with personal one-to-one experiences
- Innovative approaches and early “best practices” emerging for VUI (Voice User Interface) design
- How marketing objectives from equity building to sales to CRM are being met across these new interfaces