In a world where new tech gadgets appear faster than zits on a teenager's face, there is a slight switch in where the power lies. Geeks are now essential assets to creative strategies. Oculus Rift, Kinect cameras, Google glasses and augmented reality are all powerful marketing tools, some still lurking in the shadows of the unknown, waiting for their marketing destiny to be fulfilled. New technology marketing: power to the geeks? INTRODUCTION
In a world where new tech gadgets appear faster than zits on a teenager's face, there is a slight switch in where the power lies. Geeks are now essential assets to creative strategies. Oculus Rift, Kinect cameras, Google glasses and augmented reality are all powerful marketing tools, some still lurking in the shadows of the unknown, waiting for their marketing destiny to be fulfilled. For any further information, please contact Jonathan Nyst: [email protected]
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Transcript
In a world where new tech gadgets appear faster than zits on a teenager's face, there is a slight switch in where the power lies. Geeks are now essential assets to creative strategies. Oculus Rift, Kinect cameras, Google glasses and augmented reality are all powerful marketing tools, some still lurking in the shadows of the unknown, waiting for their marketing destiny to be fulfilled.
New technology marketing: power to the geeks?
INTRODUCTION
Working experiences in EU lobbying and digital marketing
Digital strategist at Big Bad Wolf
ABOUT ME
Master degrees in both International Relations and Marketing
First NES in 1989. First PC in 1997. First iPhone in 2007. Android ever since.
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Jonathan Nyst on LinkedIn – be.linkedin.com/in/jonathannyst/
Get in touch
ABOUT ME
BaboonSlayer on Twitter – https://twitter.com/BaboonSlayer
Personal blog (under renovation) – http://www.jonathan-nyst.com
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ABOUT ME
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Are you geeks?
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HAVE YOUR HEARD OF
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HAVE YOUR HEARD OF
OCULUS RIFT
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HAVE YOUR HEARD OF
MYO
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HAVE YOUR HEARD OF
3D SENSOR CAMERA
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Geeks or early adopters?
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NEW TECH PERCEPTION
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NEW TECH PERCEPTION
GEEK
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NEW TECH PERCEPTION
NERD
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3D cameras are cool.
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THE KINECT PRECEDENT
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THE KINECT PRECEDENT
NUI
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Natural user interface, released November 2010
The rise of ‘natural’ controls
Originally developed for the video game industry
Software quickly ‘hacked’ and used for marketing purposes
THE KINECT PRECEDENT
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THE KINECT PRECEDENT
SMART FITTING
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THE KINECT PRECEDENT
SERIOUS GAMING
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THE KINECT PRECEDENT
VIRTUAL SHOPPING
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THE KINECT PRECEDENT
NORDSTROM
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Increase brand awareness
Business influence
Increase revenues
Improvement of B2C interactions
THE KINECT PRECEDENT
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Expectations.
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NEXT GEN 3D CAMERA
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NEXT GEN 3D CAMERA
HD
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NEXT GEN 3D CAMERA
FACE RECOGNITION
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NEXT GEN 3D CAMERA
EMOTION DETECTION
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NEXT GEN 3D CAMERA
ATTENTION SPAN TRACKING
I DON’T HAVE A SHORT ATTENTION SPAN,
I JUST… OH LOOK A KITTY!
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Face recognition
Hyper targeted advertising
Emotion detection
Attention span tracking
NEXT GEN 3D CAMERA
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A dive into virtual reality.
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THE OCULUS HYPE
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THE OCULUS HYPE
OCULUS RIFT
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Natural user interface, developer version released 2013
Virtual reality immersion
Originally developed for the video game industry
Marketing purposes comparable to 3D cameras
THE OCULUS HYPE
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THE OCULUS HYPE
TOURISM
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THE OCULUS HYPE
HTTP://OCULUSSTREETVIEW.EU.PN/
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THE OCULUS HYPE
CAR DEMO
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THE OCULUS HYPE
SERIOUS GAMING
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Deepen user’s experience
Business influence
Increase brand awareness
Increase brand revenues
THE OCULUS HYPE
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THE OCULUS HYPE
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3D RELIANT
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THE OCULUS HYPE
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STEREOSCOPY
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THE OCULUS HYPE
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DEVICE RELIANT
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It’s all about the synergies.
NEW TECHNOLOGY MARKETING
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Geeks are early adopters. They are aware of the upcoming new technologies and usually the first ones to get excited about their potential. Strategists make use of their marketing features.
Geeks + strategists
NEW TECHNOLOGY MARKETING
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It’s not necessarily about the 3D cameras or the Oculus. It is about how interface controls are evolving. It’s up to the digital agencies to make sure consumers are able to actually interact with brands and their advertisings in the most engaging ways possible. Gesture control and eye tracking will become standards, no matter the devices.
Gesture control + eye tracking
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New technologies allow even more data tracking. You can monitor how much time was spent looking at either the product, or the message. You can adapt the message of your ad to the customer by determining its gender and check their reaction to it.