Enhancing The Real Virtually real

1. Enhancing The Real Virtually real Microsoft Digital Trends Big opportunities CPG, retail, technology, entertainment, and fashion brands can all make a splash by enhancing the reality around their products. Campaigns and marketing strategies should have all the human senses in mind and appeal to them, wherever they can. Pick one key thing about your brand experience and bring it to life in a multi-sensory way. Over the next few years, brands should think about using their campaigns to show, not just tell. They should partner with pioneers in sensory technology and build multi-sensory experiences in both physical and virtual spaces. So now…? IllumiRoom, a proof-of-concept system from Microsoft Research, augments the area surrounding a television screen – floors and walls – with projected visualizations to enhance the traditional living-room entertainment experience. Stores are developing apps that use augmented reality, enabling customers to visualize 3D versions of furniture in their homes. Sofas, tables, desks, and chairs can now be virtually placed into a room. What if…? Intelligent packaging dynamically responded to its contents, so that you could instantly see, for example, which items on a supermarket shelf or at home were nearing their sell-by date. Technology used to require us to gaze, tap, and swipe, disrupting our physical reality by demanding we turn all of our attention to a screen. But whereas it previously left our senses dulled, it now leaves them dazzled. New technology is engaging all our senses and bringing the digital world to life. Thanks to a combination of high-definition graphics, sound, scent, and touch technology, we’re moving beyond the world of flat touchscreens and 2D/3D TVs. We want technology to light up our senses, not numb them Key measures 36% of global online consumers say that digital devices and services enhance their experience in the real world because they engage all their senses. However, this technology is currently generally limited to augmented-reality applications. Nearly half (49%) of the global sample expressed an interest in using technology that allowed them to experience things on- and offline in the same way. And 61% are more likely to buy from a brand that allows them to touch and feel the products wherever: in a store or on the Internet.

2. How did we find all this out? The Microsoft Digital Trends study was several years in the making but commenced in earnest in January 2013 when Microsoft Advertising partnered with IPG Mediabrands and The Future Laboratory to help brands understand the future of digital behavior and technology. To align with Microsoft’s consumer-first vision, our ambition was to uncover, capture, and track emerging digital consumer behaviors and attitudes that we believe will grow into a global phenomenon. Combining expertise with common research practices across Microsoft Advertising; Microsoft Business Groups; Microsoft Research; and Microsoft Office Envisioning, we created actionable brand toolkits. These can be used by key clients and internal teams to instruct media planning and product development based on consumer data. Methodology Taking the lead from Everett M. Rogers’ theory of Diffusion of Innovations, which identifies that new ideas are adopted and passed from early adopters to the majority and laggards, we undertook a series of qualitative and quantitative steps. Qualitative exploration Interviews with 45 early adopters were conducted across the UK, USA, China, Brazil, Sweden, and Czech Republic, covering a range of topics including • changing behavior and attitudes to technology and digital services. • All respondents completed a three-day online diary exploring the role of tech/digital services in their lives prior to taking part in in-depth interviews to provide further understanding of their motivations, behaviors, and attitudes to these technologies. • These “switched on” consumers were both males • and females between the ages of 18 and 44. • One-hour interviews with experts across Microsoft and IPG Mediabrandswere also undertaken. • Quantitative exploration • An online survey with regular and heavy Internet users in UK, USA, China, Brazil, Sweden, Czech Republic, Russia, and Germany was conducted. We interviewed circa 1,000 respondents in each market, 8,055 in total. • We measured their awareness, engagement, and intent to participate with trends in the future, as well as their likelihood to engage with brands who deliver experiences that align with these trends. • Further validation of the trends and their brand implications were captured through a series of workshops with Microsoft and IPG Mediabrands. Find out more: contact http://advertising.microsoft.com/international