New York-based global digital agency, Isobar, has published an XR playbook, a guide to help marketers leverage mixed realities, support creative experiences and drive business growth. The book looks at the history of technology and reveals Isobar’s understanding of the XR landscape and the opportunities available for marketers. It also discusses the role that human-insight and data bring in delivering XR-enabled experiences and measurement.
Written by Isobar’s innovation experts, the playbook explains how XR is the convergence of AR, VR and MR; and how new environments can be created in combination with artificial intelligence, machine learning, haptics, biometrics, and spatial computing.
Dave Meeker, Isobar US' chief innovation officer said, “The opportunity for integrating technologies and platforms is much bigger than the sum of their parts. However the gap between ambition, potential and investment is a big challenge for us as marketers and consumers. We believe 2020 will be the year that XR explores into the public consciousness - we urgently need to lead this change.”
In a recent global survey on customer experience, in which 1,000 CMOs and senior-level marketers took part - available to download here - Isobar found that CMOs are investing heavily in creativity to deliver better customer experiences. Some 64% of marketers are already using or expecting to use AR and VR in the near future, while only 37% of CMOs are’ investing in Innovation’ next year to support the development of customer experiences.
Isobar's global CEO, Jean Lin, said, “In 2019 we are headed towards an exponential shift from VR & AR to XR and fully immersive, transformative experiences. This is a critical time for bold CEOs and marketers to imagine how they can leverage this unparalleled opportunity as its ecosystem is still being constructed. You need to satisfy your customer in a beautiful way to win in this new economy — XR is key to delivering that.”
The playbook also includes a guide of XR technologies, challenges to overcome, best practice examples in the B2C and the B2C space and five top takeaway strategies marketers need for delivering XR success.