How Brands Are Using Emerging Technology for Marketing in 2023?

Achieving short-term goals requires a clear vision of the future. While no one has absolute confidence about the future of marketing, experts in the field can make educated guesses and forecasts.

There was no way to know how drastically marketing would shift by 2020. Those who had methodically laid out the year's worth of marketing efforts depending on what they observed at the beginning of the year were forced to delete their plans and start over. 

Certainties, however, cannot be denied. Marketing and business in the future will be more open, accepting, and in tune with actual consumer wants and requirements.

Since technological development is continuing rapidly, it is expected that some of these tendencies will center on technological innovations. However, there is resistance to the growing trend of digitalizing and automating brand interactions with consumers. An effort is currently underway to restore humanity to the marketing industry.

Humanity will remain the primary focus even as we see advances in artificial intelligence and data-driven marketing. The hype has been building for the recent two years about upcoming breakthroughs like NFTs and the metaverse. 

But how are these companies using it? Let's examine the role of small enterprises in this arena and how they might profit from new forms of technology.

1. Patrón Spirits

Patrón promoted its summer 2022 product release with a Metaverse pop-up event conducted in August. Decentraland, a web-based virtual environment, played home to this time-limited event throughout two consecutive weekends. Consumers could attend three pop-up events featuring one of the brand's three summer cocktails.

A user who completed a series of quests and earned several badges was qualified to enter a drawing for a vacation and NFT accessories.

Hosting a virtual pop-up event has the advantage of being open to a far larger audience than a physical one, which is excellent for the company's success. Brands that take advantage of the metaverse's increasing popularity this year will likely see an increase in conversation about their products.

2. Nike

With the release of Nikeland around 2021, this shoe company entered the virtual reality sphere. Nikeland, developed with the online gaming community Roblox, encourages players to get up and move about.

According to the website, Nikeland "puts a new spin on traditional games. Gamers of all ages will enjoy Nikeland. Does it have anything in it for Nike? Customers participate in these games while wearing Nike apparel and accessories. Promoting the brand's active items subtly.

3. Paramount

In April 2022, Paramount revealed they would release the first Star Trek digital collection on paramount. xyz in conjunction with RECUR. Paramount has made it possible for fans to amass a fleet of NFT vessels from the Star Trek universe by launching its NFT marketplace.

The collection is another form of fan expression, according to Pam Kaufman, chairman of consumer products & experiences, and it will give customers a chance to own a piece of the franchise they love.

Some Star Trek enthusiasts have spoken out against the company, citing the adverse effects that NFTs have on the environment as proof that the two have no place together. Since then, the company has issued more NFT collections based on other well-known franchises like Top Gun, Hey Arnold, and Rugrats.

4. Heineken

Unexpectedly using the metaverse, Heineken argued that some experiences are better had in person with other people. Heneiken Silver, a parody beer that mocks the online world and encourages its consumers to get out and have fun in the real world, was released in April 2022. Heineken exemplifies how to follow this trend without diluting your brand's identity, which is a concern for many companies.

5. Airbnb

Although "content is king," the effort and resources required to produce such material are rarely discussed. Content is a huge investment for businesses of all sizes, and its worth is typically long-term rather than immediate. As a result, many brands overlook the importance of this factor.

Jasper.ai, Frase.io, or other AI-powered writing programs aim to address this problem. Artificial intelligence writing software can generate content, from short captions for social media posts to lengthy blog posts, in a matter of minutes based on the data you provide.

These AI-powered writing tools are fantastic because they eliminate repetitive tasks, allowing you to spend more time editing and less time creating an entirely new draft from scratch.

Coursera, Airbnb, Logitech, and Google are just a few companies that use AI to assist with content marketing.

How to Implement Cutting-Edge Technology in a Small or Medium-Sized Business?

Web 3.0, NFTs, and the metaverse are the latest buzzwords in the tech world. Those who own smaller businesses and worry they can't keep up may feel panicked by this. But the reality is that this area is still very much a testing ground. According to our consumer attitudes and behaviors analysis, most people have no idea what web3 is. 

It means that SMEs now have no urgency to enter the metaverse. Launching NFT collections and hosting virtual events can be costly and out of reach for smaller firms. They can, however, experiment in ways that are consistent with their brands.

Consider the upscale store Hanifa. There were no runway presentations in 2020. Thus, designers couldn't introduce their collections. The company debuted its latest capsule collection in May with a live, 3D fashion presentation on Instagram. There was a beautiful fashion display in which models walked the runway while unseen to the audience in 3D clothing.

Considering it was a first of its kind, this strategy astounded all of the fashion business and beyond. Anifa Mvuemba, the show's founder and designer, told Vogue that she had wanted to put on a display like this for a long time and that the epidemic provided the perfect occasion to do so.

The lesson here is that developing cutting-edge tech is all about trying new things and being imaginative, whether it's the metaverse or anything else. Explore more Content Marketing services to stay ahead on cutting-edge technology.