How can CMOs keep up with the rapid pace of innovation?

Communications Focus / Sales & Marketing Focus

March 9, 2020 | 2 min read

by  Josh Baum

Chief Marketing Officers are busy people.

Apart from guiding strategy, delivering great campaigns and proving ROI, they have to keep on top of the latest innovations and tech in the marketing world.

And there are 7,000 marketing tools (and counting) to know about.

Oh boy.

It’s a real casserole of martech out there.

Email roundups don’t help. And salespeople only want you to focus on their new ingredient to stick into the same bland martech pot.

Our poor, saturated brains desperately need wringing out to focus on the stuff that matters.

So how do CMOs keep up with innovation?

Let me make this easier for you. If there are three content technology trends that you need to focus on for the next year, it should be these:

1. The emergence of Augmented Reality in the mainstream

The world is really excited for AR.

Speaking in January 2020, Apple CEO Tim Cook thinks augmented reality is going to be the single biggest tech development over the next 10 years.

“My view is it’s the next big thing, and it will pervade our entire lives.”

We’ve had the tech for a while. Apple introduced an AR iPhone game, The Machines, in their 2018 keynote to show what phones are capable of.

Around the same time, the less-impressive-but-thanks-for-trying IKEA Place app was born. With just a phone, we could visualise a desk in a real space – no missing screws or aggravating assembly required.

We’re two years more advanced now. 5G’s here too and we’ve seen augmented reality bring both concerts and Kevin Bacon to global audiences. Marketers have the potential to demonstrate products and create immersive experiences at scale, in real-time.

It’s not just for consumer brands, either. We helped industrial thread company Coats build an AR experience to show off their range of products in real situations – and customers are really digging it.

2. Interactive browser-based experiences are a big deal

A WordPress template is like a bowl of bran flakes: kinda functional, always dull, never satisfying. No one remembers a “great” bowl of Kellogg’s All-Bran.

In the world of bland, an interactive webpage is the weekend fry-up that our aching heads deserve.

Interactive webpages demand to be clicked. That’s down to their WebGL technology – code that renders 2D and 3D objects in the browser with effects that just weren’t possible before.

Whether you’re narrating the story of your brand or presenting your product, you invite audiences into your world.

From just a web browser, your user can burst 3D product models wide open, uncovering hidden innovation as they tap and scroll. Or, open the doors to explore a panoramic virtual tour of your business – anywhere in the world, anytime.

It’s truly the breakfast of champions.

Even better? As code gets compiled and browsers become brainier, the cost of building experiences will continue to tumble. It’s a real one to watch this year.

3. Virtual Reality is getting better, cheaper, more mobile

Virtual Reality is the ultimate immersion experience. If there was ever a medium to hook a potential lead and let audiences literally roam free and interact with your brand, it’s this one.

Once upon a time, Virtual Reality was a pair of clunky goggles – hooked up with a long wire to a tower PC – accompanied by an all-too-real price tag. How could anyone roll these out at scale?

Then, the market found a budget solution: rubber-banding actual pieces of cardboard to our expensive smartphones and… sticking it on our faces? Granted, a much cheaper solution, but a much cheaper experience too. Not to mention the environmental impact of the waste…

VR, after long last, has finally reached its Goldilocks stage. The ‘just right’ solution – Oculus Go – is cheaper, untethered, powerful. Now, we can let audiences manipulate worlds that are computer-generated, photographic or filmed in 360 degrees.

We’re in a place now where the economical impact of Virtual Reality, combined with Augmented Reality, is likely to reach $30 billion. It’s taken a while to get to this point, but we’re about to see it take off.

That’s a lot to take in.

The potential is insane for interactive content tech, and there’s a huge opportunity for marketers to make a splash as an early adopter.

You’ve got the headlines, but there’s so much more to understand. In truth, there’s no easy way for Executives to stay up to date by just reading blogs and clearing those pinging email notifications.

We run Breakfast Insights – a delicious workshop where you’ll learn the what, where and why of immersive and interactive content. In just a couple of hours, you’ll be armed with all the insights you need to see how interactive content technologies could help your business. If you like the sound of learning and free breakfast, apply for a place for our next session.