Creating the Future of Marketing
“This changes everything” is what I seem to say to myself at least every few weeks while I’ve been working in Virtual Reality and Augmented Reality. It could be as simple as people changing the terms, “It’s XR now” or “It’s all about Spatial Computing, really.” But it’s more about the technology shifts: the new software, the new hardware, the new companies being launched. It also is about the artists creating new experiences with the technology. Both have the opportunity to change the conversation about what is possible.
For our company We Are Phase2, it’s all about Marketing. It’s about how to explain and promote these new technologies and what’s possible to those who are interested in buying, investing, and using them. It’s about how an advertiser or brand could use the technologies for marketing campaigns.
Although the technology is 20+ years old, the ability to engage with XR on a mass scale is just beginning. The tech is “emerging” which means that it is changing, shifting, improving all the time. It means that developers are working fast to create the newest and best solutions. Artists are experimenting with what is possible to push the boundaries of the technology.
It’s all tremendously exciting, but how does a business outside of the industry incorporate these technologies, and how do developers communicate the value of their innovations while outpacing the competition? That’s where we come in. We Are Phase2.
The idea is Phase 1 is the new technology, and Phase 3 is a successful launch. What happens in between? Phase2.
My partners Debra Davis, Jennifer McBride, and I founded We Are Phase2 because we noticed the disconnect between what emerging technology companies say and what innovative companies and brands need. Even those with the titles “Innovation” have a hard time seeing everything that’s out there and what’s possible across all technologies. Tech CEOs of amazing products and solutions can have a hard time explaining to people outside of emerging tech what makes their company so amazing. So we help innovative brands and agencies see more of what’s possible, and we help emerging tech companies understand how to market effectively and efficiently.
We aren’t the only one who sees the constant shifts. But we dive deep into the shift to help explain the marketing opportunities it presents and the solutions available. And so whenever I say, “This changes everything” we follow it up with “which means the following for your business and your marketing campaign…”
Samantha G. Wolfe is Managing Partner of We Are Phase2, an emerging technology agency / consultancy. Sam has been named a Top 23 Women in VRand a Top 101+ Women Leading the Virtual Reality Industry. Sam co-authored the book, “Marketing New Realities: An Introduction to Virtual Reality & Augmented Reality Marketing, Branding, & Communications” and is a contributing author to “Convergence: How The World Will Be Painted With Data.” She also runs the largest XR Marketing group on Facebook and is a Board Member of NYVR Expo and SXSW Pitch.
About Blog Writer :
Samantha G. Wolfe
Managing Partner of We Are Phase2