XR: The Future of Experiences
Isobar has just published an Extended Reality (XR) handbook that serves as a guide to help marketers leverage the use of XR to contribute to creative experiences and drive business growth. The manual looks at the history of technology and shares Isobar's view of the XR landscape and the opportunities it creates for marketers. It also discusses the role of human insight and data in delivering XR-based experiments and an approach to measurement. The report is available for download starting today.
Written by Isobar innovation experts from around the world, including the team behind the Cannes award-winning “Aeronaut” case, the manual explains how Extended Reality is the convergence of Augmented Reality (AR), Virtual Reality (VR) and Mixed Reality (MR), further accelerating the potential for creating completely new environments in conjunction with artificial intelligence, machine learning, haptics, biometrics and space computing. It leverages Isobar's strong experience in designing, creating and developing next-generation experiences - from custom hardware to low-tech solutions that are highly scalable for mass markets.
Dave Meeker, Isobar's Innovation Officer in the United States, said: “The opportunity to integrate technologies and platforms is much greater than the sum of its parts. However, the gap between ambition, potential and investment is a big challenge for us as marketers and consumers. We believe that 2020 will be the year when Extended Reality will explore public awareness. We have to lead this change immediately. ”
In a recent global survey of 1,000 CMOs and senior Customer Experience marketers, available for download here, Isobar found that CMOs are investing heavily in Creativity to deliver better customer experiences to drive business growth. While 64% of them are already using or expecting to use AR and VR in the near future, only 37% of CMOs are 'investing in innovation' to underpin customer experience development next year.
Isobar global CEO Jean Lin said: “This year, we are moving towards an exponential shift from VR & AR to XR with totally immersive and transformative experiences. This is a critical time for bold CEOs and marketers to figure out how they can take advantage of this unparalleled opportunity while this ecosystem is still being built. You need to satisfy your customer in a special way to triumph in this new economy - Extended Reality is the key to that. "
The Handbook also includes a guide on XR technologies, obstacles to overcome, examples of best practices in both B2C and the B2C space, and 5 lessons marketers need to succeed with XR.