Forrester Research analyst Shar VanBoskirk recently asked whether the future of marketing might be “immersive marketing,” or creating an all-encompassing brand experience across any channel where the consumer lives. The answer is a definitive yes.
My employer Avenue A | Razorfish completed a Digital Consumer Behavior Study in 2007 that examined consumers’ media consumption habits. The study found that consumers are snacking on niche content across the entire digital world to interact with consumer brands, whether reading blogs or sampling videos.
The implication is that marketers cannot afford to simply design better websites or banner ads in isolation. Instead, we need to design immersive brand experiences for the “everywhere consumer” — across websites, search, banner ads, blogs, and mobile devices.
So who knows how to do that?