Brands need to carefully analyze and help with the preferences of their target audience.Brands need to carefully analyze and help with the preferences of their target audience.

By Guruprasad Kamath

The changing dynamics of the Internet have caused brands to carefully curate, invent and distribute their contents to enhance consumer engagement, increase traffic, and generate leads. What is more important here is the customer experience. The brand must interact with the customer. In one direction the digital world of the customer must be exposed. With the many advancements in technologies, companies have introduced more personalized and accessible products with human expertise through various channels. And through the collected data, I was able to easily understand consumer requirements. From static strategies, brands have turned to interactive technology to keep consumers engaged and loyal. This interactive technology includes games, social media, augmented reality, virtual reality, polls, surveys, interactive chat bots etc. Many brands are investing heavily in this technology because it delivers great lead generation, increases sales, increases consumer engagement, and maintains brand loyalty.

Some examples of brands that have successfully adapted interactive technologies to their campaigns:

  1. Tanishq, a fashion and jewelry brand, uses augmented reality in airport kiosks to virtually experience its products. The AR kiosks set up at the Bangalore and Delhi airports allow the consumer to wear almost any jewelry and move along to see if it is suitable. With airports being a high point for traffic and a waiting time of 45 minutes, customers were given a chance for a virtual experience. If they like the product, Tanishq directs consumers to the nearest store at their destination. Several jewelry brands such as Kalyan Jewelers and Amrapali Jewels have started offering AR experience to their customers, keeping them engaged and taking advantage of the pandemic.
  2. Lenskart, an eyewear e-commerce portal, offers its digital users a 3D rendering and virtual experience of their optics of the shape, size and color of their face on the go. Using DITTO technology, Lenskart offering this feature has gained more customers in recent times. It has experienced 30% growth each year and currently the market price is $10 million.
  3. Flipkart, an Indian e-commerce platform, used gamification and virtual reality technology with voice recognition to engage consumers during Big Billion Days sales. They promoted the sale campaign regarding the auspicious moon. This campaign was launched when there was no full moon and using augmented reality, consumers were asked to find the moon on the device by moving it and had to blast clouds to see the reward. This campaign saw a 2% click-through rate, which is ten times the industry average of 0.2% for mobile banner ads.

The dangers of cyber attacks:

Although cyber-attacks have always been a part of online life, they have risen during the Covid-19 pandemic, and in some cases have increased by more than 3 times from month to month. A large part of the world has moved to remote work; Online shopping and delivery services have seen an increasing demand, and online streaming services have become the go-to source for entertainment. These entry points have given cybercriminals more space to find vulnerable targets. Spending on cybersecurity reached an all-time high in 2020, generating $11.4 billion – an increase of nearly 50% from 2018. Organizations are expected to increase spending on cybersecurity measures and training staff to deal with these situations.

Although the Indian market has always been a challenge for new changes, it has been the fastest growing market for digital consumers. Brands need to carefully analyze and help with the preferences of their target audience. Many brands and consumers have adapted to it during this pandemic. The challenge was to adapt the latest technology to stand out in the market. Internet of Things (IoT), SMAC (Social, Mobile, Analytics and Cloud), Big Data, Multi-Channel Adaptation, VR, AR, AI are growing technology trends in the Indian market. Indian brands are at a steady pace with changes in technology in all possible areas. Keeping consumers engaged with their brands has become a provocation.

However, investment in interactive technology is growing exponentially as consumer engagement has become an essential part of a successful business. The technological means of interaction are precise, flexible, relevant and persuasive. Therefore, brands are becoming more immersed in targeting the market segment digitally and investing heavily as it pays off through brand awareness, consumer loyalty and increased sales revenue.

The author is the vice president and head of SBU for Manipal Technologies. The opinions expressed are personal.

Also Read: Glance signs partnership with Realme to provide lock screen content

Follow us TwitterAnd InstagramAnd linkedin, Facebook social networking site

Get live stock quotes from BSE, NSE, US market and latest NAV, mutual fund portfolio, see the latest underwriting news, best IPOs, calculate your tax with income tax calculator, see top market gainers, biggest losers and best stock funds. like us Facebook social networking site and follow us Twitter.

BrandWagon is now on Telegram. Click here to join our channel And stay up-to-date with the latest brand news and updates.

Source link

By admin

Leave a Reply

Your email address will not be published. Required fields are marked *