Mass media was born out of the need to connect with a wider audience. However, since the launch of the first recorded newspaper in 1690, radio in 1906 and TV in 1926, mass media has been all about one-way communication.
The advent of digital media completely changed the paradigm and for the first time, media became interactive. This ensured the phenomenal and rapid acceptance of digital media in a short span of 20 years compared to any other traditional medium. So why did this happen? Was it entirely because of the internet (digital, as we call it today)? Are we giving due credit to the technology that actually facilitated the internet to be used so flexibly?
Print media brought about the News Age. Digital took us seamlessly into the Content Age. Today we are slowly but surely emerging into the Experience Age in media. Technology is going to be the key driver of this phase. Every facet of our lives will be an enriched experience thanks to the rapid advances in technology.
For instance, garment shopping, often a mundane and tedious activity, can be made quick and easy with technology that scans your body profile and recommends the best designs, style, colour and stores based on your preferences. It’s just one small way where experiential technology can make a big difference, saving time and effort so you enjoy a better quality of life.
At Maxus we have created an R&D unit called Metalworks that pushes the envelope on experiential technology. The technology for most Metalworks concepts has to be created from scratch. Staying connected 365 days with your customer is the new mantra for retailers, and technology can make it happen. But technology doesn’t always require digital media. It can work just as well independently.
Another benefit of this neo-media is the extent of measurability and sales conversion it offers. On proximity to purchase, an experiential technology solution works one-on-one with consumers. Therefore it is instantly measurable and there is a far higher chance of generating trial and interaction with the product.
Today staying ahead of the curve is imperative to keep customers engaged. I think we will all be occupied for the next few years shaping, driving and exploring the limits of the ‘technology-media age’, or shall I say, ‘The Experience Age’.
This article was published in The Arabian Marketer February print issue.
To get your own copy, please email to marketing@arabianmarketer.ae
