Category Archives: Digital Marketing

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The VR/AR Boom Is Here: Join the Step Change

Every forward-thinking, ambitious organisation should be aiming to ride the crest of the technological wave. Yet too many are shying away from the seemingly daunting arena of virtual and augmented realities.

The reality is that not engaging with VR/AR now—just as the field starts to boom—could be an even bigger risk to your business strategy.

Join a booming market

After a long time in the making, the VR/AR market is currently at tipping point: Deloitte Global predicts that 2016 will be VR’s first billion-dollar year. Over at Goldman Sachs, they’re estimating the VR/AR market to grow to $80 billion by 2025—the same as today’s desktop PC market.

We occasionally meet innovation and digital managers who are yet to be convinced that they’re overlooking a fantastic area of opportunity for using VR/AR for training, and client and staff engagement within their organisation. But as momentum gathers, any company that hangs back is at risk of being left behind. Given the pace of change, and the speed with which some companies are moving ahead with VR/AR, clawing back the lost ground could prove challenging.

Who’s investing in VR/AR tech, and why?

The chances are, your competitors are already investing in this field, or are at least thinking about it. In the US, more than one-third of manufacturers use VR hardware and software at the moment or plan to implement it—along with AR—in the next three years.

Manufacturers and industrial businesses tend to be ahead of the game. Uses for the technology in these environments is more immediately obvious perhaps, as both VR and AR are ideal tools for product design and prototyping. Car manufacturers in particular have been big investors in the market. 

VR and AR are now becoming increasingly accessible as a result of their rising availability and falling purchase cost.

VR offers an immersive 360-degree experience within a virtual environment, with its content traditionally being delivered via a high-end computer and tethered headset, such as the Oculus Rift. Although, we’re already seeing VR take the leap into headsets powered by modern smartphones.

The origins of AR have always utilised the in-built camera of a mobile device to overlay computer-generated images onto a real world environment, often allowing the user to interact with their surroundings. Simplistic versions of AR form the basis of popular smartphone games like Pokémon Go. More advanced versions of AR are now being delivered through smart glasses and headsets such as those from DAQRI and Microsoft HoloLens, which utilise transparent visors to visualise their output display—largely useful for industrial applications.

Future development will see the best of both VR and AR merging into a new form of immersive mixed reality, often delivered through portable headset devices, and suitable for all purposes.

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Organisations of all kinds can reap huge benefits from getting involved. At PAULEY we create immersive, interactive experiences and VR-based tools for competitive advantage and competency training. Using VR to teach your employees new skills and refresh old ones has marked a step-change in the effectiveness, engagement and memorability of training. It’s especially useful for giving trainees virtual “access” to dangerous, remote or unavailable equipment, and allowing them to learn theoretical subject matter through hands-on learning.

Marketing is another hugely accessible area of growth for VR/AR. Developing 360 videos and virtual tours can showcase your business products, environments and plans to clients around the world. Plus, the recent runaway success of mobile AR game Pokemon Go proves that a wide range of consumers are keen to engage with new technologies, if they’re made accessible to them.

Other benefits for AR and VR lie in encouraging team and project collaboration. A major area for growth is in immersive, real-time video, which will virtually place people together in the same space. Companies such as 8i are driving this movement forward with their amazing “volumetric videos” which creates 3D footage of people that viewers can see from every angle. This trend could also be why Facebook are investing in VR (they acquired Oculus in 2014, for example).

Imagine if team members from around the globe could join a videoconference and interact with hologram-like versions of each other, sharing the same view of a virtual model or infographic.

How to get started in VR/AR

So how can your business harness the power of VR and AR to achieve its business goals.

Your team may not need a specific VR/AR strategy, but might choose to include it within the existing IT strategy. The import thing is that it’s being discussed in terms of your organisation’s vision and available resources.

Your budget might allow for a VR room with state-of-the art tech, or simply a few Samsung Gear VR headsets. But both ends of the scale allow everyone in your company to experience the potential of VR.

Bear in mind that the near future is likely to see mobile technologies and the growing popularity of Bring Your Own Device (BYOD) dovetail with the growth in VR and AR. Integrating the two is likely to be a central focus of your strategy.

PAULEY have been helping a range of clients start to engage with VR/AR, and we’re always happy to give a demonstration of what the technology can do for you. If you’d like to find out more, get in touch with us today!

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Improve Your Website From a Gamification Perspective

A step-by-step guide

Launching a new website can be a challenging and stressful time… we should know! A few weeks ago we relaunched the PAULEY website after a major design upgrade. We’d taken advantage of the latest web technologies to create a more interesting and engaging user experience.

The website looked great, but how did we know it was working? Was it doing the job we needed it to do?

Your website is one of your most important marketing assets. But it can be tricky to figure out whether it’s working as hard as it should be.

As part of the upgrade process we utilised HubSpot’s Website Grader—a free website verification tool, which analyses key metrics to address the performance, mobile responsiveness, SEO and security of your site to make sure it’s reaching your target audience. You could also try Google’s PageSpeed tools, although they’re not quite as user-friendly.

After analysing your website, the tool will return a score out of 100, providing useful information and insights about its overall performance to improve your website. Within a few days, we’d figured out how to bump up our score from 64% to the elusive 100%. And it’s something you can do, too.

Website Grader’s great example of gamified marketing makes the process enjoyable and addictive. Can you score 100%?

Let us take you through a step-by-step guide to how you can maximise your online presence.

1. Improving your site’s performance

This functional assessment of how your site can be improved has the most steps. There are seven key metrics you’ll need to work on:

Page size

This analyses the size of your website’s homepage. In order to achieve a positive score, you must ensure your homepage is less than 3MB in size. We did this by:

  • Removing any redundant code
  • Compressing images\ videos to reduce their file size
  • Avoiding too many custom font files
  • Using a CDN (Content Delivery Network) for such files as jQuery
  • Utilising CSS image sprite technology

Page requests

This looks at the number of HTTP requests your website page is making. In order to score a positive mark and improve your website, you must reduce this number to below 30. We achieved this by:

  • Removing any redundant CSS \ JavaScript files
  • Combining CSS code into 1 single file
  • Combining JavaScript code into 1 or 2 files
  • Utilising CSS image sprite technology

Page speed

This looks at the amount of time it takes to fully render your website (the faster, the better). In order to achieve a positive score, the time taken must be less than 3 seconds. We managed to speed up our website’s load time by:

  • Removing any redundant code
  • Removing any redundant CSS \ JavaScript files
  • Utilising Browser Caching
  • Optimising and compressing all images \ videos to help lower their file size
  • Using services such as FontAwesome to replace some images with their equivalent font icon
  • Compressing any CSS \ JavaScript files

Browser caching

This checks to see if caching has been enabled. By doing this, it enables past visitors of your website to view any previous viewed page again without downloading the images, videos and scripts a second time, or if their Internet connection becomes limited or unavailable. To enable caching, speak to your website hosting company regarding enabling Apache’s mod_expires.c and adjusting the .htaccess file.

Page redirects

This checks that you’re not using any page redirects—a technique used when directing a user from one URL to another. In order to achieve a positive score you must ensure that no page redirects are active, as this will inevitably slow down your page loading time. Therefore any active page redirects should be removed or disabled as soon as possible.

Compression

This checks to see if your CSS and JavaScript files have been compressed. By compressing CSS and JavaScript files you will help reduce their overall file size and thus achieve a faster load time and a reduction in bandwidth consumption. If you’re not comfortable with compressing files yourself, then you’ll find an array of useful online tools, such as JavaScript Compression and CSS Compression.

Render blocking

Render blocking can have a detrimental effect on your website’s loading time, and it’s often the result of CSS and JavaScript code keeping your website from loading quickly. Improve your website by:

  • Combining your CSS \ JavaScript into the least number files possible
  • Putting complex JavaScript files at the bottom of your site
  • Avoiding the use of @import to call CSS files
  • Correctly labelling your CSS files (ie: media=”print”)

Screen Shot 2015-09-08 at 14.23.402. Making your site mobile-friendly

It’s now vital that all websites have a mobile-optimised version, because not doing so could result in your ranking being penalised by search engines such as Google.

But you might need a professional to help you: This process can often demand a high level of time and financial investment, depending on your website’s size and complexity.

Creating a responsive design creates a fluid experience, and allows your website to adapt its layout for a multitude of different device sizes, such as desktops, tablets and smartphones. Responsive sites also avoid the need for a separate tablet and mobile optimised version.

Website grader also looks at the ‘view ports’ metric, which checks for any valid view ports code. This is the method in which the size of your website is controlled by the size of the device you’re viewing it on, such as a desktop, tablet or smartphone. Additionally it allows for better control when showing or hiding particular elements from certain device screen sizes.

3. Getting SEO to work for you

Search Engine Optimisation is a poorly understood area, but Website Grader breaks it down into four metrics to make it more approachable:

Page titles

Page titles are vitally important coding tags which are used to display the current page name in your web browser, and used by search engines when rendering search results. Page titles should always be unique, under 70 characters long, and should directly describe the page being viewed.

META description

Hidden within the code, META descriptions explain the content of the page being viewed, and help search engines and other external services to gain a better understanding of what they’re looking at. META descriptions should be no more than 155 characters long, and with a small amount of coding experience, META descriptions can easily be added into a page to improve your website.

Headings

This checks that your website is correctly utilising heading tags (H1, H2), which are used to describe the sections of your website’s page. If your score is showing in the red, then it’s necessary to check you’re using heading tags in the correct manner.

Sitemap

An XML sitemap can help search engines index and understand your website better. Therefore, if your score is showing in the red, try introducing an XML sitemap. Ideally a Sitemap should be generated manually for better control, but there are several external services that can attempt to automatically generate the sitemap for you.

4. Securing your site

This one’s easy, but simple solutions don’t come for free!

A Security Certificate, also known as a SSL Certificate (Secure Sockets Layer) helps to protect your website from security attacks by encrypting communications between the user and website server. It also creates trust with your website users by demonstrating you’re a verified website and a trusted source.

Typically, security certificates can be obtained directly from your website hosting company, and generally cost less than $100 to purchase and install.

Conclusions

We challenge you to get 100% for your organisation’s website!

We love Website Grader’s clear visuals and gamified marketing—exactly the kind of approach we use in our eLearning and Digital Sales programs to encourage trainees and pull in buyers.

And if you still need help with how to improve your website, then we’d be happy to assist. Good luck!

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4 Reasons Why Experiential Marketing with Virtual & Augmented Reality Boosts Sales

Experiential marketing—using virtual reality (VR), augmented reality (AR) and other interactive, 3D touchscreen technologies—is a massively growing field. It places your customers into a fully immersive, branded environment, delivering an engaging and memorable physical interaction.

Consumers have always expected increasingly innovative and hi-tech ways of viewing and assessing their investments. And here’s why you should consider experiential marketing, too:

1. Let natural interaction do the selling for you

Everyone loves digital interactivity. Our brains are programmed to respond to colour, movement, sound and physical interaction. The act of physically engaging with an interface has been proven time and again to increase the memorability of the content and leave a lasting impression.

At the inaugural Space Situational Awareness Conference, there was a constant queue of delegates at our stand, all of whom were keen to take a VR trip into space using the Oculus Rift.

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Tracking technologies such as RFID (radio-frequency identification) tags are already being integrated into events and experiences, allowing developments such as intelligent signage, and personalized sound, video, lighting… the list goes on. Beacons on physical objects are unlocking interactive content in a live event or retail area by linking them to the Internet of Things.

Experiences that give rise to positive emotions and generate powerful mental imagery in potential customers are incredibly valuable to any brand. Designed well, with a little creative spark, such interactions create a closer bond between the brand and the consumer.

2. Describe complexity without words

Words only go so far in describing your product’s inner workings and the components and other characteristics that set it apart from your competitors. If your business is dependent upon customers understanding and engaging with the technical or mechanical detail of what you do and what you produce, it might be time to invest in a way of accurately visualising these ‘hidden’ assets.

Computer-generated versions of upcoming projects and technologies—especially if delivered in impressive VR or AR consistently win new clients.

Why? Your customers can suddenly see your products as they function, in incredible detail. And this can now be a more inspiring, engaging and cohesive process thanks to the development of interactive digital media such as holographic projections, CGI, 3D modelling, complex photorealistic animations and interactive touchscreen technology.

The outcomes for products that are hard to visualise or demonstrate to potential customers—either because they take no physical form, can’t usually be seen in action, are technically complex, or can’t be brought into meetings—are especially impressive.

3. Make visually uninspiring products eye-catching

Humans are visual creatures and it’s often tricky to make your company stand out at pitches, trade shows and exhibitions. Whatever it is that makes your product unique may not always be immediately obvious, and it’s all too easy to fade into the background.

But showcasing futuristic technologies is a sure-fire way to grab the attention of passers-by and engage potential customers from the get-go.

We’ve developed eye-catching 3D visualisations for Aish Technologies, which accurately show how their anti-rust cathodic protection systems extend the life of submarines, comparing their technology to that of their competitors. Aish say that these visualisations will help them deliver their key marketing messages in face-to-face situations.

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At PAULEY, we’re really excited about the future of experiential marketing. Cameras and facial recognition systems can already be used to determine the gender, ethnicity and emotional reaction of audiences to content on an interactive screen. Imagine if that content could be customized to each person in a sales meeting!

4. Equip sales team to explain products accurately and consistently

State-of-the-art digital technologies – platforms such as mobile apps, Microsoft’s HoloLens, biometric recognition software, virtual reality, and the much-hyped Magic Leap augmented reality – can deliver complex experiences in ways that are reusable, repeatable and reach more customers in a cost effective way.

VR and AR experiences and demonstrations can be delivered with portable technologies. And their digital basis means that content can be easily edited and translated into different languages—useful for companies which want to use the same key sales messages globally.

The kinds of technology we’ve mentioned here have many other business applications beyond experiential marketing. Interactive content can also be used to deliver immersive training, cost-effective simulations and dynamic sales tools.

We’ve created 360-degree training demonstrations, for example, in which live video is streamed into virtual military vehicle cockpits using AR and VR technologies. This gives trainees an ultra-realistic, hands-on experience before they’re ready to engage with the real thing.

When it comes to virtual and augmented reality, the opportunities with experiential marketing are endless!

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Using Beacon Technology to Boost Customer Experience

Beacons are small, physical objects – wireless transmitters that broadcast radio signals short distances. Smartphones and mobile devices can pick up on their signals to receive content. Their use is on the rise across a range of industries.

They have been likened to indoor GPS and, using Bluetooth Low Energy (BLE) technology, beacons can communicate with and send small data packets to smartphones that come into a range of about 50-100 metres. They are low cost and require very little energy.

Within the marketing sector, beacon technology is also known as “proximity marketing” – alluding to its importance in creating timely physical context and location-specific relevance for customers.

The popularity of beacon technology is soaring as smartphones and mobile devices continue to proliferate. A recent study by AirSpace showed that 79% of the brands questioned are planning to implement proximity marketing over the next six months.

So 2015 could be the year that beacon technology hits the big time. And much of the commercial interest in beacon technology so far has come from the retail sector.

Retail

Apple has created its own iBeacons and set out its support for the technology by installing them in all its US stores to help customers seek assistance, alert them if their iPhone is eligible for an upgrade and push information about special deals.

Technology company Iconeme are currently developing the patent-pending VMBeacon – a beacon for use in fashion retail environments. The technology has already been trialled by House of Fraser, Oasis, Hawes & Curtis, and Jaeger. It has just been launched at Ted Baker‘s store in Westfield White City, London – a first for the brand.

How does it work? Customers will need to download the free app and allow push notifications. VMBeacons are inserted into mannequins within the store. When a customer passes a beacon, a push notification is triggered in the associated smartphone app.

These alerts can provide links to the Ted Baker website, or help the customer locate where the mannequin’s garments can be found on the shop floor. The beacons also generate detailed photos and descriptions of what the customer is looking at, and this content can become more interactive too: Shoppers can create look-books, share items with friends on social media, or be encouraged to continue using the app – and shop with the brand – by receiving exclusive offers and rewards.

Beacon technology can also be helpful for encouraging active sales and engagement outside of store opening hours. Mannequins located in window displays could interact with passers-by at all times of day and night.

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Other uses for beacons in retail include automatic acceptance of tickets, loyalty cards and payments. Norwegian startup Unacast is planning to use beacons to provide brands with the opportunity to re-target online ads to consumers based on the actual items they have been looking at in-store.

Education & learning

The potential uses for beacon technology within eLearning are huge. Visitors to museums and art galleries could benefit from using a site-specific app linked to beacons throughout the venue, which could offer a much more interactive experience than traditional signage and audio guides are able to do.

Curators and educators could collate further information for each object or artwork and save it within a beacon. Visitors could then automatically access interviews, music, further description, and video, and even respond to – and interact with – the object.

You can imagine that an app would then allow users to save their favourite pieces and share them with others – turning a potentially boring school trip into a rich, rewarding and more long-lasting experience.

Achieving personal targets would also be a great way to use beacons. They could guide you around the gym for example, delivering your exercise routine to your smartphone or updating your smartwatch as you go.

Customer services

Beacons are already being used to enhance travel and transport services for passengers, especially in locations such as major international airports. A pilot scheme by Emirates is fitting beacons into luggage tags – like a kind of wearable technology for suitcases – to track baggage and help prevent loss.

British Airways has been trialling the devices at key points along the consumer journey to improve customer experience and provide useful information like boarding times. Beacons could also be used at transport hubs to notify passengers of timetable changes, delays, special deals and gate information.

Back on the high street, a Barclays Bank branch in Sheffield is currently trialling beacon technology to help its disabled customers. An application on the customer’s iPhone will recognise the in-store beacon to notify staff that they have entered the building and will require assistance.

Our tips: Making beacon technology work for you

  • Convincing users to download your app is the hard bit. Remember that consumers will download apps, but only as long as it adds genuine value to their experience.
  • Plan how you’ll keep your content fresh. A content management system will allow you to manage all the information in real-time, in a way that’s easily update-able.
  • Once your beacon system is live, be sure to make maximum use of it to gain greater insights into your customers’ behaviour, needs and desires.

We’re always keen to work with companies with grand plans for using next generation digital technologies. Get in touch to discuss your ideas and we’ll make them a reality!

Contact us for a free, no-obligation consultation today. Get in touch by calling 01908 522532 or email info@pauley.co.uk.

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Experiential Marketing: Exploiting Next Generation Tech

Experiential marketing places individuals, or groups of people, into an immersive, branded environment. This massively growing field is defined as an experience with some kind of physical interaction that goes far beyond passively watching a screen or a presentation.

What’s the point of experiential marketing?

It’s vital to grasp the fact that, despite the tech-focussed natures of Millennials, physical experiences are still more powerful than any other approach for new generations of customers. In fact, 78% are more inclined to become part of a brand if they have some kind of “face-to-interface” interaction. So get it right and you’re onto a winner.

Experiences that give rise to positive emotions and generate memorable mental imagery in potential customers are incredibly valuable to any brand. Designed well, with a little creative spark, such interactions create a closer bond between the brand and the consumer by immersing them in a fun and memorable experience.

On the surface, the engagement numbers might not convince you. But experiential marketing is all about quality over quantity. Carefully target the right people at the right time with a high quality interactive experience, and they’ll come back again and again, over a long period of time. This customer lifetime value (CLV) is a highly prized metric.

The not-too-distant future

Remember the personalised, holographic adverts featured in Minority Report? This type of highly personalised experience is likely to become an important part of marketing.

Cameras and facial recognition systems can already be used to determine the gender, ethnicity and emotional reaction of audiences to content on an interactive screen. Imagine if that content could be customized to each person in the audience!

Tracking technologies such as RFID (radio-frequency identification) tags could soon be fully integrated into events and experiences, allowing developments such as intelligent signage, and personalized sound, video, lighting… the list goes on. Beacons on physical objects could unlock interactive content in a live event or retail space.

Next generation tech NOW

Treating a handful of potential customers to a sky dive might help your company sell its energy drinks with an unforgettable experience, but it’ll cost the earth. So, marketing executives are teaming up with digital agencies such as ours to pioneer the future.

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Emerging digital technologies – platforms such as mobile apps, Microsoft Kinect, biometric recognition software, virtual reality, and the much-hyped Magic Leap augmented reality – can mimic this kind of experience in a way that’s portable, repeatable and reaches more customers in a cost effective way in all aspects of life, including trade shows, pop-up shops, and meetings around the world.

The tools are all out there – it’s just a case of putting them to use imaginatively. By combining the real world with the digital world, we’re creating a new era of experiential marketing in which the customer can “touch” or “interact” with your product.

Here at PAULEY, we’ve been using drones, Oculus Rift virtual reality headsets, and interactive content not solely for marketing, but also to deliver immersive training and sales tools.

Brands can extend the reach of their experiential marketing by encouraging customers to create their own content, making something that is tangible and shareable beyond the lifetime of the event. And social media can be integrated into marketing events to make the experience stretch further.

We’re always keen to work with companies with grand plans for using next generation digital technologies. Get in touch to discuss your ideas and we’ll make them a reality!

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Interactive Touch Screen Technology: Sell More in Store

Looking for more public engagement, an enhanced sales pipeline, and interactive content for multi-channel use in a retail environment? It’s time to get ahead of the game with interactive touch screen technology.

The growing appeal of online shopping means that retailers are pushing for new ways for get shoppers into bricks-and-mortar shops. We need new, entertaining reasons for going to stores, and more exciting product launches. The future of shopping could involve digital sales assistants, RFID-activated messages and supercharged touch screens.

Capitalising on Christmas

Mall and shopping centre operators are creating increasingly interactive experiences in order to draw customers into stores over the Christmas period.

This festive season, mall operator Macerich has launched a virtual Santa HQ in ten locations. Children can stand on a platform that determines how good they’ve been, displaying their names on “naughty” or “nice” boards. Visitors can also see their faces superimposed on cartoon dancing elves, and tablet-based augmented reality reveals rooms full of presents. Texting technology means there’s no waiting in line to meet Santa himself.

Taubman malls are also hoping to net families with virtual experiences created by Dreamworks and Disney.

At Target, creating wish lists is easy with a game-like app that reviews the toy catalogue and shares those dream items on social media. Hold an iPad over the catalogue, and the pages appear in 3D, showing more information about the products.

Interactivity coming to a store near you…

shrek1Coca-Cola recently launched highly interactive vending machines in Asia and Australia. Combining the Internet of Things (IoT) with digital signage, screens share content with customers at the point of sale, encouraging them to share their experience on social media by offering games, discounts and more.

It’s working: Beverage sales on a new digital cooler were found to be 12 percent higher than standard coolers.

UGG Australia has some incredibly high-tech outlets, with queues out of the door. The first, technology-driven concept store in Washington D.C. is a test bed for retail interactivity. Using RFID technology to trigger content on huge touchscreens around the shop floor, customers can interact with the products more than ever before.

Try on a pair of boots, and you can personalize the design of your choice, such as adding Swarovski crystal embellishments. Meanwhile, the screens will show offers, options, styling tips, relevant marketing campaigns and complementary products.

A new store “employee” at a San Jose department store knows immediately the real-time stock levels and location of all the shop’s wares. Impressive, eh? The person-sized, robotic OSHbot has a 3D-sensing camera, which can scan an item such as a screw, identify it, and guide the customer to where they can find similar products. Its built-in technologies include voice recognition, autonomous navigation and obstacle avoidance.

Other robots in development for retail include a personal robotic shopping assistant and a security guard.

BodyScanner4Elsewhere, 3D scanners are popping up. We developed such a concept here at PAULEY several years ago. As the technology continues to improve, companies such as Size Stream offer full body scanners. Each scanner has 14 sensors that take 450 body measurements in just six seconds. This kind of technology has been used to help fit medical garments, but could now start to seriously branch out into custom tailoring.

App-ealing to savvy shoppers

More and more retailers are launching their own apps, which can be used to shop on line and increase engagement in store. Macy’s recently launched Image Search – a function that allows users to take a snap of something they like and sends them similar items from the store’s inventory.

The new app from Starbucks facilitates mobile payment and keeps tracks of purchases to make it easy to track and redeem reward points. Simply click to pay and a barcode appears, which the cashier scans.

Shoppers at Tysons Corner Center in Virginia, USA, who have the center’s app now see a welcome message pop up when they enter the store. Acting like a virtual shop assistant, the app immediately answers questions via text message and asks if the customer wants their purchases delivered to their home.

Interested in increasing interactivity & engagement?

At PAULEY, our bespoke digital solutions create exciting, immersive experiences that will leave a lasting impression on your customers.

We’ll work with you to make your brand more memorable, help you visualize and demonstrate complex products, and create streamlined, shareable content for all platforms.

Contact us for a free, no-obligation consultation today! Get in touch by calling 01908 522532 or email info@pauley.co.uk.

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Work Smarter, Not Harder: Boost Digital Sales & Engagement With Interactive Content

Investing in interactive digital content will help sales teams struggling to close deals by delivering clear, cohesive messages and effectively demonstrating even the most visually inaccessible products.

The thought of investing in bespoke digital sales software can be scary. But what if it promised a rapid 100% return on marketing investment and long-term boost to sales?

The benefits of equipping your sales team with interactive content for field sales, exhibitions, and presentations are numerous, and, designed well, can grow with your business.

Cisco, for example, have used gaming strategies to enhance its virtual global sales meeting and call centres to reduce call time by 15% and improve sales by 10%.

People love interactivity. Our brains are programmed to respond to colour, movement, sound and physical interaction. Interactive digital sales content can deliver this, resulting in deeper engagement every time.

Providing your potential customers with exciting and inspiring mobile apps, dynamic websites, touch screen displays tailored to your business will lead to:

  • An uplift in sales & an enhanced sales pipeline
  • A happier, more confident sales team
  • A lasting impression and greater memorability for your brand

The outcomes for products that are hard to visualize or demonstrate to potential customers – either because they take no physical form, can’t be seen in action, are technically complex, or can’t be brought into meetings – are especially impressive.

You only have to look at the Audi R8 V10 Plus advert to see that insight into the interior of a product can be hugely powerful in demonstrating its value, its appeal and its worth.

Creating unique media such as eBrochures, 3D animations, product simulations and 360° tours of such products will result in more sales, thanks to sales staff being able to show rather than tell what you sell. This type of interactive digital sales content will:

  • Enable your team to close deals anywhere, anytime
  • Equip sales team to explain products accurately and consistently
  • Render visually uninspiring products eye-catching
  • Make complex processes understandable and memorable
  • Demonstrate how your product fits the precise needs of potential customers

Uptake in interactive digital sales applications is growing fast. Gartner predict that more than 70% of the world’s largest 2,000 companies are expected to have deployed at least one “gamified” application by the end of 2014. It’s time to get on board.

Need further convincing? Take a look at our testimonials to hear from happy clients in their own words.

Stay ahead of the competition and request a free consultation with us today! Get in touch for advice and a no obligation chat about digital sales by calling 01908 522532 or emailing info@pauley.co.uk.

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Digital Trends to Watch in 2014

1. Gamified learning

We’ve written a lot about gamification this past year as a way of increasing engagement within digital applications. Gartner predict that more than 70% of the world’s largest 2,000 companies are expected to have deployed at least one gamified application by the end of 2014.

More sophisticated devices, such as Oculus Rift, will start to bring immersive experiences into more everyday use, making for memorable learning.

2. Wearable tech

It all kicked off in 2013 with wearable tech, with devices appearing from all over, designed for all kinds of purposes. Hopefully 2014 will be the year we’ll start to see a cluster of polished products come into mainstream use. It’s been speculated that Google Glass is set for public release later in 2014, although no announcement has yet been made.

The Pebble smartwatch (funded by Kickstarter, see below) and the array of fitness wearables, such as Jawbone, look set to continue doing well next year. Wearing such technology is a strong statement, and these digital trends are going to have to look a lot better if they are to be a hit on the mass market.

Any Message, Any Time

3. Investment

Crowd funding hit the big time in 2013 – a trend that shows no sign of easing off. Kickstarter, Crowdtilt, Seedrs and the like have been winning the cash of keen individuals and angel investors in equal measure. Meanwhile, online crowd sourcing idea generation sites such as Marblar may see their first joint effort reach market.

4. Online content

It seems fairly clear that online content will get even more interactive in 2014 as demand magnifies. The generation and viewing of online video looks set to ramp up a gear, with help from Twitter’s Vine, Facebook’s Instagram, and Snapchat’s video messages. Making and watching videos online – especially bite-sized ones – is faster and easier than ever. And video could become interactive too as more content is tagged and can be commented upon or added to.

There will be a shift in how we’re viewing it too, as more and more people access the internet using ever more powerful tablets and smartphones. Mobile access currently accounts for one in five web visits — by the end of 2014 it will exceed one in four — a big shift in digital trends.

5. Nanotechnology

Nanotechnology research will continue at a marked pace throughout 2014 and beyond. This vast and rapidly expanding field of research may see the 2D ‘wonder material’ graphene enter commercial electronics.

Samsung and Apple have dropped hints that this one-atom-thick sheet of carbon that is not only the strongest material ever discovered, but can also carry currents with a density one million times that of copper could be coming to a touchscreen near you soon. Replacing the conventional indium-tin-oxide electrode, graphene could initiate the dawn of bendy, interactive touch screens we have all been imagining for so long.

6. Autonomous vehicles

In 2014, Volvo is set to lead the world’s first large-scale autonomous driving pilot project. 100 self-driving Volvo cars will use public roads in everyday driving conditions around the Swedish city of Gothenburg, endorsed by the Swedish government.

Although just a trial, this project will confront the reality of whether an autonomous vehicle can cope in real traffic situations, and interact with other drivers. The project also aims to find out how confident passengers feel in such as vehicle, and to analyse whether autonomous vehicles could improve traffic efficiency and road safety.

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7. Space

It’s going to be a big year for gathering space data. In July, OCO-2 will replace the defunct Orbiting Carbon Observatory (OCO) in an effort to map our planet’s carbon sinks and sources – vital in order to gain a better understanding of climate change. In the spring, ESA’s Sentinel will study sea ice in the Arctic and map land surfaces, including forests, water and soil.

In November, ESA announced that completely free access to Earth observation data gathered by Copernicus – Europe’s Earth observation system – will soon come into effect. This is likely to stimulate environmental services, space manufacturing, and provide useful information for many business sectors including transport, insurance and agriculture, as well as disaster management.

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8. Digital currency

Online currencies like Bitcoin, Litecoin, Mastercoin and Bitbar are far from new, but they are just starting to become a concept most people have at least heard of. But given the volatility of digital currency, the question is can it ever become seriously viable, and is any of it here to stay?

If merchants begin to adopt it more widely and more consumers use it, the more valuable it will become. It’s still very much up in the air whether or not 2014 will be a turning point for digital currencies, so stay tuned.

9. Publishing

Experimentation is going to continue to dominate the digital publishing and ebook market as publishers try to figure out how they can make money in the face of plummeting ebook prices. Increased data insights are surely going to be part of this; data about book sales, how readers read books, the readers themselves and much more. Let’s hope all that still allows room for creativity.

Tying digital publishing up with wider digital marketing strategies will be vital to gaining customers and targeting the huge range of ebooks at the right audience.

10. Social media marketing

There’s a lot of talk about users moving away from public sites and forums to embrace more private online communities. So as advertorial really ramps up on Facebook, Twitter, Instagram and Pinterest, companies could have a trickier year connecting to their customer base and fans. Authenticity could be a big sticking point for 2014, making high quality online content more valuable than ever… if you can prove it as such.

Online branding is going to be key to building reputation and creating ‘the story’ behind the business. Building genuine relationships with fans and customers might be the way forward.

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Gamification: 4 Ways to Turn Work into a Game

  • Gamification is the process of applying gaming tactics to everyday systems to increase engagement
  • It increases the strength of your brand with customers and clients
  • It boosts employee skills and satisfaction

Even if the term ‘gamification’ is a buzzword of the moment, the process is far more than a hot trend. The concept — redesigning routines, tasks and interactions to be more game-like – will not be going away any time soon.

Executed well, gamification encourages interactivity, engagement and improves productivity as well as the memorability of anything from product demonstrations to training tools, recruitment, and social media marketing. It can change behaviours, develop skills and enable innovation.

1. Viral and word-of-mouth marketing

There is a sector in which creativity can make the smallest budget go a long way. The right idea can enable you to reach a much wider audience than normal and work as a tool to actively engage with you and your business. The daily Google Doodle is a great example of how retro graphics and straightforward game-play can be a hard-to-beat engagement tool.

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2. E-learning for your workforce

A report published at the start of 2013 by Gartner suggested that 70% of large global companies will have at least one gamified application on their learning management system by 2014. At PAULEY, we’d like to see more companies moving away from paper-based training tools for competency management to a digital interactive experience that is more portable, more incentivising and memorable, more traceable, and more cost effective over the long term. Gamifying training can also provide real-time feedback for skills-based training.

3. Building online communities

If you are trying to build up the strength and community of an online forum for customers and clients, or even employees, the right kind of gamification can promote participation by offering rewards and improving the status of those taking part. A common tool involves using labels and badges to offer kudos to users for reaching specific goals, depending on whether you want them to generate discussion, respond to votes or offer opinion.

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4. Product demonstrations and marketing

We love helping our clients to create product sales tools with the wow factor. And gamification can be integrated into this kind of marketing, too. Game mechanics offer added value for existing customers and capture the attention of new ones. Being creative is vital: how could you encourage people to interact with and explore your product in new ways? Even the band Linkin Park gamified the release of their latest album, creating a Facebook game with prizes which included limited-edition tracks and artwork.

Incorporating game dynamics and mechanics will drive desired behaviours, whatever it is you want your customers, clients or employees to do. To get the outcomes you want, we always consider the following:

  • Intuitive, balanced design – simplicity is key, acting to directly connect activity with reward. The gamified product should work seamlessly and clearly on all the devices you want it to, from iPads to smartphones and PCs.
  • Linked to natural behaviours – gamification should be a natural extension of typical routines and behaviours to keep users engaged, blending collaboration, reward, variety and surprise.
  • Earn valuable data – ensure that the process generates data which meets your business objectives and gets you what you want. It should also offer you the ability to anticipate improvements and resolve problems.

At PAULEY, we can help you to create meaningful, interactive tools for your business. Get in touch and we’d be happy to chat.

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