immersion

From user coercion to customer immersion

Selling has become tougher. Consumers are more sophisticated and competition more aggressive. We now use multiple touch points and we’ve become immune to age-old models of closing.



In this new age of cynicism, how can marketers cut through and deliver more valuable, immersive experiences and what research techniques should underpin these?

Consider this, just 5% of the brain represents what we consciously process and traditional market research can access. What we subconsciously process accounts for the remaining 95%.   

So, if our subconscious is smarter and faster than our conscious mind, why doesn’t more of today’s user experience and communications planning seek to tap into subconscious emotions?

Q&A: Frank Rose on digital storytelling and media immersion

Frank Rose is the author of The Art of Immersion: How the Digital Generation Is Remaking Hollywood, Madison Avenue, and the Way We Tell Stories and a contributing editor to Wired.

Last week, he gave one of the keynotes at Ad:tech Sydney, based upon digital storytelling and why marketers need to surrender the idea that brands control their messaging. I was able to catch up with him afterwards, where he generously expanded his thoughts on this complex topic.