Immersive communication is new reality for brands’ success – Ozekhome
By Oghale Mafuru
The power of immersive communication is gaining prominence with the advent of the metaverse. The stimulation of the five senses of consumers in an advertising campaign has given way to a more encompassing engagement of the target audience.
Now that communication can transcend the physical reality, marketing communication professionals must take this into cognizance to harness the potential for engagement of the consumers in ways that can guarantee the attainment of marketing objectives.
Pop Culture Strategist Franklin Ozekhome lucidly put it when he said: “The evolving marketing practitioner must be able to identify three dimensions, that is the physical aspect, the metaphysical, and now, the metaverse and all of those platforms you can use to create stories, connections, platforms in the virtual world”. Immersive communication has opened doors to a whole new world where interactions are limitless.
“There is also the part where it comes from your heart. The spiritual self where I can connect just by a certain way I look at you or the mood I bring. So, practitioners should be able to communicate in that triangle“, he added.
As humans are constantly shaped and influenced by varying principles that govern reality, and ultimately, redefine our beliefs systems such as Philosophy, religion, peer groups, and spirituality, Ozekhome urged practitioners to align messages to suit their target audience.
He said: “It will enable us to be able to connect with clients and develop unique products and services that speak to these people rather than selling to them. A lot of discussions are being held online and offline. Serious marketers and businessmen need to be part of this conversation because they are missing out. They need to be part of the conversation so that they can also influence behaviour.
According to him, consumers are evolving rapidly enabled by technology and becoming more concerned about maintaining their own individuality and will engage more with brands who share similar values, opinions, and expressions.
He affirmed that brands must continue to evolve with the consumers to be able to understand their motivation, behaviour, and beliefs so that they can effectively connect and engage with them for optimum results.
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