(Image Source: Beth Murrell)
Recently, I had the pleasure of attending the annual Digital Content Summit in London. It showcased a range of experts who shared their knowledge of such varied topics as multichannel delivery, content and influencer engagement, measuring impact and different realities.
There was a whole day of speakers, so I wanted to share with you a few of my choice standouts and key takeaways. The day kicked off with a keynote from Patrick Collister, head of design from Google. The main message that resonated from his speech was that augmented reality and virtual reality are the future. This also seemed to be a theme throughout the conference, with so many speakers sharing the same belief.
We’re already starting to see these changes come in with the introduction of Snapchat Spectacles and the recent success of Pokémon Go. People love this mixed and augmented reality, but we’re only really seeing these in apps and games currently. How long will it be before they become part of everyday life?
(Image Source: Pexels)
Another interesting panel was around managing content-ownership models. These experts championed the use of influencers in campaigns to allow full integration into a brand’s ethos.
So what do they think is holding brands back? They spoke of the fact that many brands are looking at content as a menu rather than the story behind the medium. They also don’t trust the opinion of the influencers, and try to control them too much.
Victoria White from Hearst Magazines UK reiterated that “content is key to any creative campaign” and that Hearst saw seven times more engagement when using influencers. There did seem to be an ongoing theme from companies starting to utilise influencers more; you can read my previous blog post that talks about The Rise of Influencer Marketing.
Going back to basics a bit, we also heard from Daniel Rowles from Target Internet, who implored everyone in the room to really paint a picture with their data and work out end objectives. So many companies run brand campaigns without having steadfast goals, and they don’t analyse the data afterwards to determine the success of campaigns.
We also saw a case study from David Meany of Contiki. He firmly believes that brands should live and die by their content, and that “everyone is a creator and there is a bigger risk sitting on the sidelines.” He showed us Contiki’s evolution over the years, and how they took leaps to create innovative and interesting content by partnering with popular influencers. One of the featured videos was created in partnership with cliff-diving experts, and has now around 5 million views.
My final key takeaway came from the last speaker of the day, Matt Simmonds of The Telegraph, who said, “The only rule is that the old rules don’t apply”. He finished off the day just as it had started: with his firm belief that the future is in 360 videos and virtual reality. He shared this formula for virtual reality, as he believes it encompasses all of the following:
Virtual Reality = 360 + Virtual Reality + Mixed Reality + Augmented Reality
These days, we’re no longer passive observers; we’re active participants. Therefore, the brands we embrace and encourage should feature this type of user-generated content.
So what does this mean for the hotel industry?
In the hotel world, I definitely can see a move into a world where augmented reality is overlaid into the travel experience – with a computer sitting on your nose. Imagine being able to wake up, pop on some glasses and have a mixed-reality overlay where you can select room service or see what time the spa opens. Or fully immersive 360 videos, where you can walk through the hotel, open doors to rooms and see what you’re buying before you click checkout.
If this conference is anything to go by, it won’t be long before these are our reality.
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