Michael Kahn, Chief Executive Officer, Performics Worldwide, looks at VR, wearables and robots, oh my!
Kahn: Virtual reality will move past use solely as a marketing tool and drive demand for products and brands across industries in 2016. Companies such as Hulu, Facebook and Netflix will be generating original virtual reality content that any consumer will be able to buy and experience. The retail industry will also get a dose of virtual reality; we’ll see changes from R & D to the in-store experience. Marketers can connect with consumers on a one-to-one level with virtual reality, from product demonstrations to the in-store experience as a whole, including how they navigate the store.
Adotas: As customers become less patient and want ads to target their individual interest, can wearable technology answer those needs?
Kahn:Wearables definitely are ready for prime time as they provide on-demand immediacy and personalized marketing. They connect consumers to health, media, friends and family — the things they care about like never before, and provide great immedate and tangible benefits. They may be small, but wearable technology will be mighty in 2016.
Adotas: What influence will start ups like Uber and Lyft have on the overall retail marketplace?
Kahn:Companies like Uber and Lyft have paved the way for peer-to-peer sharing to grow at warp speed this year. Consumers value their experience and the communities they create that prioritize convenience, price and service. In 2016 industries such as delivery services, fitness, beauty and even consumer healthcare — once thought too complex or exclusive for the sharing economy, will take off.
Adotas: What other trends in digital marketing do you predict for 2016?
Kahn:In 2016 we’ll see smart robots and 3D printing beginning to go mainstream. The next generation of smart robots will not only be responsive, but participatory, have expanded roles at retail, and even begin to see the rise in “consumer robots”.