Will Doing Things Virtually Become The New Norm?

You see it in almost any ebook, article, or interview that talks about digital technology: “prepare for doing things virtually to become the new norm.”

But how much truth is there in this statement? And what does it mean for your digital marketing strategy and business overall?

What Does Doing Things "Virtually" Mean?

In marketing, most of the efforts businesses put out take place online, meaning in the digital sphere. Sure, you may still order a few posters or flyers here and there, but there’s no denying that the better bulk of marketing efforts are unfolded online, through websites, Google ads, social media strategies, and more.

Given where we are in this moment in time, could the next step be more than digital, and go into the virtual? You’ve probably heard of the term virtual reality from movies or even other marketing resources. It’s a replica of reality plastered in the digital world, giving the viewer a more realistic experience of what they’re consuming. Audiences don’t just sit on their couch to watch - they put on some goggles and become part of the content.

Virtual Reality in Digital Marketing

Virtual reality poses some exciting new opportunities for digital marketers. These days, consumers are looking for content that can engage them and that they can interact with and control to some degree. And considering how much information is online, you really can’t blame the user for always looking for new forms of entertainment.

Enter virtual reality, the element that can allow digital marketing to meet these demands.

If you think this is something for the future, think again. Around 75% of top brands worldwide have integrated VR into their strategy, with even the New York Times jumping on the bandwagon.

VR technology can take your digital marketing efforts to the next level, and allow you to:

Engage users in different ways;
Establish yourself as a leader in your industry, especially since VR technology isn’t that widespread yet. Jumping on this trend soon can give you a competitive edge;
Improve your storytelling;
Showcase your products better, which can help increase sales;
Attract a new audience, especially those most excited about new technologies.

But Will It Be the Norm?

It could, since it definitely has the potential, but it still has a long way to go. The technology isn’t that warmly embraced yet. You still have some issues in terms of accessibility - not everyone in the world has the necessary tools to view or take part in VR content. So, if brands would focus solely on it, it would effectively single out a big chunk of their audiences as a result.

It is a smart idea to adopt this technology now because it’s not yet the norm, and now more than ever consumers are making purchasing decisions online. Brands who jump on the trend today have time to perfect their digital marketing strategy so that by the time it does become the norm, they can become industry leaders.

Will AI Ever Be Capable of Creativity.jpg

The robots are coming. They’re coming for your jobs. But fortunately, not all of your jobs. While it’s true that automation is taking over specific tasks at a terrifying pace, there is a glass ceiling for AI, and no, they can’t break it.

So, what jobs are safe from the massive influx of robot workers? Creative jobs that require empathy. In fact, it’s safe to say that AI will never be capable of creativity. Creativity requires a soul, which a machine will never have.

Can AI corner the creative market?

No. But, and this is the good news; AI will make creative types more productive. How so? Take a look at programs like Grammarly and Scrivener. These programs have helped millions of writers plan, plot, and edit their work.

Recently, Google’s AI division developed a machine that was programmed to learn from its opponent. The machine could run more possible chess board scenarios than there are atoms in the universe. Pretty impressive. The machine played a best-of-five round of chess against world champion Lee Sedol. Sedol won the first round. But, the machine quickly learned and bested him in the remaining four games.

While a robot can measure ingredients for a cake. A robot cannot create a new recipe that tastes good. A robot cannot build something, paint something, or otherwise create art. Art resonates from the soul. Anything that involves memorization or diagnostics is ripe picking for the robot workforce. But if the task requires empathy to do well and right, it’s out of their purview. For example, a robot could take over a surgeon’s job. It can’t take over a nurse’s. A robot can vacuum your carpet. It can’t pick out and design an interior that’s cozy and pleasing to you.

While AI may be faster than people and can retain and cross-reference facts better than a human, it only operates in binary form. The situation for AI is either win or lose. It is either right or wrong. Black or white. AI cannot discern shades of grey. Human beings, as creative creatures, operate in a constant state of shifting perspectives and emotions. Creative pursuits, which most jobs are, require you to see things through multiple, empathic lenses. It comes down to passion and emotion. And humans engage with each other on an emotional level that AI will never be able to duplicate.

So good luck to us (and them). My money is on us! (But if we're gambling then the robots will likely be able to figure out the mathematical chances of that better. ;)

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