MarTech Mumbai: 'With evolving technology, essence of reality is changing in a big way'

Industry experts shared their views on how virtual realities are transforming marketing and what it holds for the future

e4m by exchange4media Staff
Updated: Nov 27, 2019 9:17 AM
Martech Mumbai 2019

exchange4media MarTech Mumbai 2019 saw a gathering of eminent industry leaders and experts in the Martech gambit. Influential speakers offered interesting insights on marketing technologies and the future beyond. One of the key topics discussed at the event was on How VR, AR, and MR are transforming marketing. Experts speaking on the topic were Ninad Chhaya, Co-founder, and COO of CoPhygital, Parveez Naeyam, MD at Xenium Digital, and Suresh Thankavel, Founder & CEO, Augray.

Ninad talked about the importance of AR in Martech. He said, "With evolving technology, the essence of reality is changing in a big way." He talked about the Ikigai of engagement, which is a Japanese term that can be used to deliver a customer experience that is cohesive with the brand. According to Chhaya, AR, VR and gaming drive engagement with the audience.

Chhaya further stressed on the fact that as per predictions, "AR &VR is going to become a US $35 billion industry from a software perspective by 2025 as per industry reports. By 2021, India would be a 1-billion dollar industry - both hardware and software."

Chhaya further added that the current methods of VR & AR are used in retail, social media and print. These technologies help in the innovational approach, are entertaining and immersive, and are a very engaging approach to interact with the customers.

Speaking about virtual reality, Parveez Naeyam spoke about ways to integrate AR & VR to leverage online and offline experiences of the customers.

Naeyam informed the audience that IKEA’s AI app is the highest downloaded one across the globe. These tools help create brand engagement among customers and also give them wholesome experience.

Suresh Thankavel from Augray stressed on the web AR, video AR, Live AR and AR cube, which they recently launched. All these technologies give a real-time, immersive experience to the customers.

Thankavel pointed out, "Extended reality XR is one of the latest trends these days. It can be amplified with all the touchpoints that you have."  According to him, companies need to know how to promote their products and the hook point of the customers in terms of content to attract them.

Thankavel concluded saying, "2020 is going to be a game-changer for Extended Reality(XR). If you still haven't thought of it, you must consider now."

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