nach oben

Tipp

Weitere Kapitel dieses Buchs durch Wischen aufrufen

Erschienen in:

Kapitel lesen Erstes Kapitel lesen

2018 | OriginalPaper | Buchkapitel

2. How Brands Connect to Technology

verfasst von : Pratiksha Patil

Erschienen in: Omnichannel Branding

Verlag: Springer Fachmedien Wiesbaden

Einloggen, um Zugang zu erhalten

Abstract

Today, it has become very essential for brands to connect to their consumers, to reach out to them, since the way the customer perceives the brand is important for its identity. Traditionally, brands would either advertise on television or print media, but with the advance of technology brands are now turning towards digital marketing to create awareness of their presence in their market. Technology and market research company Forrester forecasted that digital media spending will increase to US$ 118 bn by 2021.

Sie möchten Zugang zu diesem Inhalt erhalten? Dann informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 69.000 Bücher
über 500 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt 90 Tage mit der neuen Mini-Lizenz testen!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 58.000 Bücher
über 300 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt 90 Tage mit der neuen Mini-Lizenz testen!

Jetzt informieren

Vorheriges Kapitel Holographic Branding Markenkommunikation in einer erweiterten Realität

Nächstes Kapitel P2P Mobile Payments: Investigating the Factors of Adoption Among Students in Germany

Abulafia, B. 2015. VR—A game-changer for automotive insight and the vehicle development cycle? http://www.freshminds.net/2015/03/virtual-reality-game-changer-automotive-insight-vehicle-development-cycle/. Retrieved 16 Sept 2016.

Ackerman, D. 2016. The real cost of virtual reality. https://www.cnet.com/news/the-real-cost-of-virtual-reality/. Retrieved 21 Sept 2016.

Ahmed, A. 2015. How technology is changing the way brands will communicate with the ‘always connected shopper’ in 2015. http://www.fourthsource.com/ecommerce/technology-changing-way-brands-will-communicate-always-connected-shopper-2015-18414. Retrieved 30 July 2017.

Alvarez, E. 2017. Gap envisions a future with augmented-reality ‘dressing rooms’. https://www.engadget.com/2017/01/30/gap-augmented-reality-dressing-rooms. Retrieved 29 July 2017.

Arnold, B. 2015. Programmatic in 2015: 3 Resolutions for Brands. https://www.thinkwithgoogle.com/marketing-resources/programmatic/programmatic-for-brands-2015/. Retrieved 21 July 2017.

Augmentic Visualisations|Software Development|District 10 Dundee. n. d. http://augmentic.wixsite.com/augmentic/examples-of-ar-being-used. Retrieved 24 Sept 2016.

Bellini, H., W. Chen, & M. Sugiyama 2016. Virtual & augmented reality (Understanding the race for the next computing platform). Goldman Sachs. Retrieved 19 Sept 2016.

Blank, A. 2016. 5 of the best instances of augmented reality in fashion & retail. https://www.highsnobiety.com/2016/07/25/augmented-reality-examples/. Retrieved 27 Aug 2017.

C. 2016. How augmented reality makes event sponsorships more successful. http://cinetransformer.com/how-augmented-reality-makes-event-sponsorships-more-successful/. Retrieved 12 Sept 2016.

Carter, J. 2014. Top 6 event industry challenges for 2014. Conference incentive travel. http://www.citmagazine.com/article/1227811/top-six-event-industry-challenges-2014.

Chaykowski, K. 2016. Mark Zuckerberg has a plan to bring Facebook users into virtual reality. http://www.forbes.com/sites/kathleenchaykowski/2016/02/24/mark-zuckerberg-has-a-plan-to-make-virtual-reality-social/#547e87797959. Retrieved 27 Sept 2016.

Cole, D. n. d. We are next VR. http://www.nextvr.com/about. Retrieved 30 July 2017.

Faulkner, C. 2016. Google Daydream release date, news and features. http://www.techradar.com/news/phone-and-communications/mobile-phones/android-vr-release-date-news-features-1321245. Retrieved 28 September 2016.

Gaudiosi, J. 2016. The virtual reality roller coaster has arrived. http://fortune.com/2016/03/06/the-virtual-reality-roller-coaster/. Retrieved 24 Sept 2016.

Gordon, R. 2016. Virtual reality is too expensive. https://gamerant.com/virtual-reality-too-expensive-305/. Retrieved 21 Sept 2016.

Hamilton, I. 2016. Facebook more deeply integrates with Oculus platform. http://uploadvr.com/facebook-oculus-integration/. Retrieved 27 Sept 2016.

Jagneaux, D. 2016. BMW is using VR and mixed reality to build your next car. http://uploadvr.com/bmw-is-using-vr-mixed-reality-build-your-next-car/. Retrieved 22 Sept 2016.

Jones, A. 2017. 4 reasons why fashion brands are adopting virtual reality [Web log post]. http://www.huffingtonpost.ca/awane-jones/virtual-reality-fashion_b_10069340.html. Retrieved 24 July 2017.

Kadochnikov, A. 2013. Could Linden Dollars become real money? http://www.hypergridbusiness.com/2013/04/could-linden-dollars-become-real-money/. Retrieved 22 Sept 2016.

Kofoid, D. 2017. Brilliant advertising. https://app-cdn.adobe.com/content/dam/spp_assets/public/public_3/Adobe_Guide-Brilliant_Advertising.pdf. Retrieved 27 July 2017.

Lacy, L. 2017. Digital marketing spend to hit $118bn by 2021, but budgets will shift to experiences. http://www.thedrum.com/news/2017/01/26/digital-marketing-spend-hit-118bn-2021-budgets-will-shift-experiences-0. Retrieved 21 July 2017.

Lawler, R. 2016. NextVR and Live Nation team up to stream ʻhundredsʼ of concerts. https://www.engadget.com/2016/05/04/nextvr-and-live-nation-team-up-to-stream-hundreds-of-concerts/. Retrieved 15 Sept 2016.

Magyari, D. 2016. Virtual reality: Are health risks being ignored? http://www.cnbc.com/2016/01/08/virtual-reality-are-health-risks-being-ignored-commentary.html. Retrieved 20 Sept 2016.

Michaels, D. 2016. Roller coasters ride into dizzying realm of virtual reality. 30.06.2016 in the Wall Street Journal online. https://www.wsj.com/articles/roller-coasters-ride-into-dizzying-realm-of-virtual-reality-1472571058. Retrieved 23. Apr 2018.

Park, M. 2014. Facebook to acquire Oculus. http://newsroom.fb.com/news/2014/03/facebook-to-acquire-oculus/. Retrieved 13 Sept 2016.

Popper, B. 2016. Adding virtual reality to a roller coaster sounds dumb, but works amazingly well. http://www.theverge.com/2016/6/15/11940194/superman-vr-virtual-reality-roller-coaster-six-flags. Retrieved 24 Sept 2016.

Prasuethsut, L. 2016. Daydream: Everything you need to know about Google VR. http://www.wareable.com/google/google-daydream-specs-price-release-date. Retrieved 28 Sept. 2016.

Price, R. 2015. Mark Zuckerbergʼs vision for Facebookʼs futuristic virtual reality headset: ʻIt will be pretty wildʼ. http://uk.businessinsider.com/mark-zuckerberg-facebook-oculus-rift-vision-wild-experience-anything-2015-4?IR=T. Retrieved 13 Sept 2016.

Ridden, P. 2013. IKEA catalog uses augmented reality to give a virtual preview of furniture in a room. http://newatlas.com/ikea-augmented-reality-catalog-app/28703/. Retrieved 22 Sept 2016.

Six Flags and Samsung Partner to Launch First Virtual Reality Roller Coasters in North America. n. d. https://www.sixflags.com/america/attractions/vr/news-release. Retrieved 24 Sept 2016.

Strickland, J., and D. Roos. n. d. How second life works. http://computer.howstuffworks.com/internet/social-networking/networks/second-life.htm. Retrieved 22 Sept 2016.

The Top 10 Challenges Facing Event Organizers. 2013. http://www.liverpoolchamber.org.uk/article.aspx/show/2321. Retrieved 10 Sept 2016.

Walker, A. 2015. The one big problem with VR. http://gizmodo.com/the-one-big-problem-with-vr-1723712709. Retrieved 20 Sept 2016.

Williams, A. 2016. 10 examples of how brands are using digital technology to attract customers. https://www.cmo.com.au/article/600880/10-examples-how-brands-using-digital-technology-attract-customers/. Retrieved 1 Aug 2017.

Titel: How Brands Connect to Technology
verfasst von: Pratiksha Patil
Verlag: Springer Fachmedien Wiesbaden
Buch: Omnichannel Branding
Print ISBN: 978-3-658-21449-4

Electronic ISBN: 978-3-658-21450-0

Copyright-Jahr: 2018
DOI: https://doi.org/10.1007/978-3-658-21450-0_2