3 Marketing Innovations: Are You Ready for the Next Big Thing in Consumer Engagement?

Posted by Michael Gallagher on Thu, Apr 07, 2011 @ 12:21 PM


Isobar’s work on adidas miCoach won a Stevie Award for Best Consumer Products-Durables Web Site in the web awards categories of The 2010 American Business Awards.  Bryant Shea, Isobar’s VP of Innovation, looks ahead at what’s on the horizon in consumer marketing.

Bryant SheaThe rate of change in the world of marketing is constantly increasing.  Just when you felt comfortable with the Web, along came Second Life, Facebook, Twitter, Foursquare, smartphones, tablets, and a slew of other communication channels all claiming to be the future of consumer engagement. Some have crashed, some have prospered, and the jury is still out on many—but what's next? Let's take a look at three technology innovations that will once again change the way brands engage consumers.

Interactive Billboards
Two emerging trends will change the world of outdoor advertising forever: Smartphones, and 4G.  In the near future, expect to see more and more digital billboards that leverage wireless technologies to create two-way interactions between displays and consumers. Imagine a scenario where a consumer can customize a shoe on a billboard using their mobile phone; share the shoe on their social networks; and have a link to purchase the shoe sent directly on their phone. Or imagine a virtual scratch ticket that can personalize rewards based on past purchase behaviors, time of day, or proximity to a particular store.  With wireless-enabled interactive billboards, consumers no longer have to remember what they see—the transaction happens right there.  Moreover, marketers can leverage the technology to better track the results of their outdoor advertising efforts.

Touch-screen phones and tablets seem to be all the rage, but what about taking the concept of a personal device and integrating it into the in-store experience? For example, imagine a table that combines what is great about being in a store—actually interacting with the merchandise—with the power of interactive technology. What if you could take a piece of clothing off the shelf, place it on a table, and interact with it to see product information, as well as related items and where they are located in the store? With touchtable technology, customers will soon be able to build virtual product collections and instantly send selected items to their mobile devices for sharing, saving, or purchase.

Connected TV
From Apple TV, Google TV, and Yahoo TV to Boxee, Roku, Samsung, and Sony, just about everyone is trying to get into the Connected TV space—and with good reason.  The next few years will bring a complete transformation in how people use their televisions. More and more people are watching TV while using their mobile phones or tablets. They’re already creating an interactive TV experience, but it's not directly linked. Expect to see much stronger interaction between your TV and your mobile device in the very near future.

These are just three of the many innovations that will reshape consumer engagement in the near future, but no matter what the technology, one thing is certain: Consumers expect engagement.  The technology is here, and the time is now to create consumer experiences like never before … are you ready?

About Bryant Shea
As Vice President of Innovation for Isobar, Bryant Shea is responsible for devising and applying cutting-edge technologies that not only facilitate the fulfillment of consumers’ needs, but also introduce them to fresh, new ways of interacting more meaningfully with brands. Among the global brands he has counseled are Nikon, Adidas, and Staples.
Previously, Shea was vice president of content and mobile for Molecular, now part of Isobar, where he established the company’s content management practice as a nationally recognized leader in the space through innovation and world class delivery, and managed projects for Fortune 500 companies.  
Shea is a seasoned speaker on the topics of digital technologies and has presented at many conference nationwide, including the Internet Retailer, ECM West, Gilbane and the AIIM Conference & Expo.

About Isobar
Isobar is a modern communications agency that brings people and brands together in new ways. Isobar fuses creative thinking with technology know-how to uncover the best ideas and execute them across any platform or channel anywhere in the world.  Isobar’s unique combination of creatives and creators ensures the best ideas never end up on the cutting room floor, enabling the company to consistently deliver innovative and intensely relevant brand experiences for the world’s largest brands. With locations in Boston, New York and San Francisco, Isobar US is an Aegis Media Group Company and part of the global Isobar network of over 50 offices in 30 markets.  For more information, please visit http://na.isobar.com.

The final entry deadline for The 2011 American Business Awards is April 27.  Learn more at www.stevieawards.com/aba.

Want to win website awards as Isobar did for adidas? Read our tipsheet, 10 Tips for Winning Web Awards in the Stevies.

Topics: website awards, marketing awards, web awards, best websites, adidas, marketing award, isobar