The newest frontier
At The American Genius, we cover augmented reality and virtual reality marketing quite a bit because the potential for businesses is just so freaking cool! These apps can go a long way to enhancing the customer experience, especially in cases where you can’t experience the product before you buy it.
This has been the case with live event marketing since ecommerce allowed you to buy tickets online. Here, we can see many examples of how AR and VR can improve the purchase experiences for customers:
Exclusive content access
Back in 2012, the Philadephia Eagles gave fans exclusive content access to season ticket holders using augmented reality.
By hovering their smartphone’s camera over the ticket picture while using the team’s official app, they could access distinct videos for each game.
During their 2011 playoff run, the Dallas Mavericks augmented the tickets for playoff games by giving ticket holders access to an interactive game.
Using an exclusive AR app, fans could point their camera at their ticket and play as the Mavericks in an interactive game.
The Royal Challengers Bangalore, an Indian Premier League Cricket team, enhanced their tickets using augmented reality in 2013. Through Point, an AR browser, ticket holders had access to live traffic updates for the area around the venue, as well as parking information. Even better, users could call a cab from within the app to get them to the game!
Ticket marketplace Rukkus recently introduced Seat360, a virtual-reality experience that allows app users to experience the view of any ticketed seat available in the Rukkus marketplace. No more craning your neck to see the game around a concrete beam; you can make sure you have the best seat in the house. While veteran competitor StubHub offers similar functionality, Rukkus’ VR experience uses real venue footage to create a near-perfect preview of your seats.
Events from your couch
Sony put on a rock show through smartphones using an AR app. Through the app, users could scan a music festival poster to see virtual performances of local bands playing the festival.
So, why does all of this matter?
These concepts in action prove that augmented reality and virtual reality can improve every facet of your marketing.
You can use the technology to improve many parts of the customer journey, both before and after their purchase decision. In doing so, you can make your product more appealing, as Rukkus did with their ticket marketplace. Or, you can use it to solidify your live event experience, as many sports team have done. Improving these experiences goes a long way to projecting your brand as tech-savvy and rooted in the pursuit of perfect customer service. That’s a brand customers can get behind.
Microsoft to become 3rd largest gaming company after Blizzard acquisition
(TECHNOLOGY) Microsoft will not be left behind in the Metaverse. The tech giant plans to fully acquire Activision Blizzard by 2023 for $68.7 billion cash.
Microsoft announced plans to acquire the video game publisher, Activision Blizzard, on January 18, 2022, in an all-cash transaction reported to be valued at $68.7 billion.
The deal gives the tech giant popular game franchises, such as World of Warcraft, Call of Duty, Overwatch, Diablo, and many more to add to its arsenal. This acquisition sets Microsoft up to be the third-largest gaming company by revenue. Microsoft expects the deal to close in the 2023 fiscal year (which begins in July of this calendar year) once the customary closing conditions have been completed along with the regulatory review and Activision Blizzard’s shareholder approval. Both Microsoft and Activision Blizzard’s board of directors have already approved the deal.
This deal comes in hot on the heels of an avalanche of issues surrounding sexual harassment where 37 employees have reportedly left Activision Blizzard according to this article on The Verge. Microsoft states that Bobby Kotick will continue to serve as CEO of Activision Blizzard, and he and his team will maintain their focus on driving efforts to further strengthen the company’s culture and accelerate business growth. Once the deal closes, the Activision Blizzard business will report to Phil Spencer, CEO, Microsoft Gaming.
Phil Spencer, the CEO of Microsoft Gaming, posted both Activision and Microsoft Gaming will continue to operate independently until the deal is complete with Activision Blizzard then all business will be reported to Spencer.
“Gaming is the most dynamic and exciting category in entertainment across all platforms today and will play a key role in the development of metaverse platforms,” said Satya Nadella, chairman and CEO, Microsoft. “We’re investing deeply in world-class content, community, and the cloud to usher in a new era of gaming that puts players and creators first and makes gaming safe, inclusive, and accessible to all.”
Maybe you noticed the not-so-subtle hint regarding the Metaverse by Microsoft’s chairman and CEO Satya Nadella, but it seems everyone is quick to mention to the public and or other companies listening that they are gearing up to bring their A-game to the Metaverse. Whatever that ends up being.
In the meantime, we can predict some of the possible changes to come from this buyout. Microsoft currently has Game Pass, their subscription-based model for Xbox, which recently hit 25 million subscribers. Now’s the time to sign up for the Game Pass subscription before prices go up to match the revamped gaming inventory. Microsoft could potentially lock down new releases and not deliver them on other platforms, i.e., PlayStation, giving them exclusivity and driving subscription sign-ups.
Whatever ends up happening, Microsoft is making big moves to not be left behind in the gaming world or the Metaverse.
Want to save snippets of a Zoom meeting? Listener makes it possible!
(TECHNOLOGY) Listener lets you screenshot or bookmark important sections of live meetings, as well as curate a playlist of snippets, to share or playback.
We live in a very computer-mediated world where the bulk of communication is done virtually. Many of us spend a great deal of time – whether for work or pleasure – on video calls connecting with people that we’re unable to meet with in person.
Zoom became the unofficial mascot for the pandemic and has shown no signs of going anywhere. So naturally, people are looking for ways to put this to even more of an advantage – like by creating messaging extensions to utilize in lieu of live meetings.
Now the folks behind Listener are getting in on the action by creating Listener for Zoom.
The new tool allows users to bookmark important moments of Zoom calls in real-time and easily turn long recordings into bite-sized video clips.
As founder Nishith Shah puts it, “Zoom meetings just got more productive!”
Listener allows users to do a myriad of things, including live bookmarking to create short video clips; ability to transcribe your entire meeting; edit video clips by using transcripts instead of struggling with video editing tools; share video highlights with your team; create playlists from video highlights across different Zoom meetings to tell powerful stories; use projects to organize your meetings and playlists.
Founders say that Listener is designed for pretty much anyone who uses Zoom. In early testing, the founders found that it is especially helpful for product managers and UX researchers who do customer interviews.
They also reported that early-stage founders have been using Listener to add powerful customer videos to their investor pitch decks. It is also helpful for recruiters and hiring managers who search transcripts across hundreds of hiring interviews to remember who said what and to pass on important clips to other people in the interview process.
The tool is also beneficial for teams and hiring, as customer success and sales teams create a knowledge base with Listener to train and onboard new employees. They also use it to pass on customer feedback to the product teams.
This could also be great for clipping video elements that are appropriate for social media use.
On January 11, 2022, Listener was awarded #3 Product of the Day on Product Hunt.
Listener for Zoom is free while in Beta. The tool works only with licensed (paid) Zoom accounts.
Job listings are popping up left and right, so what exactly *is* UX writing?
(EDITORIAL) While UX writing is not technically new, it is seemingly becoming more and more prevalent. The job titles are everywhere, so what is it?
The work of a UX writer is something you come across every day. Whether you’re hailing an Uber or browsing Spotify for that one Drake song, your overall user experience is affected by the words you read at each touchpoint.
A UX writer facilitates a smooth interaction between user and product at each of these touchpoints through carefully chosen words.
Some of the most common touchpoints these writers work on are interface copy, emails, and notifications. It doesn’t sound like the most thrilling stuff, but imagine using your favorite apps without all the thoughtful confirmation messages we take for granted. Take Eat24’s food delivery app, instead of a boring loading visual, users get a witty message like “smoking salmon” or “slurping noodles.”
Eat24’s app has UX writing that works because it’s engaging.
Xfinity’s mobile app provides a pleasant user experience by being intuitive. Shows that are available on your phone are clearly labeled under “Available Out of Home.” I’m bummed that Law & Order: SVU isn’t available, but thanks to thoughtful UX writing at least I knew that sad fact ahead of time.
Regardless of where you find these writer’s work, there are three traits an effective UX writer must-have. Excellent communication skills are a must. The ability to empathize with the user is on almost every job post. But from my own experience working with UX teams, I’d argue for the ability to advocate as the most important skill.
UX writers may have a very specialized mission, but they typically work within a greater user experience design team. In larger companies, some UX writers even work with a smaller team of fellow writers. Decisions aren’t made in isolation. You can be the wittiest writer, with a design decision based on obsessive user research, but if you can’t advocate for those decisions then what’s the point?
I mentioned several soft skills, but that doesn’t mean aspiring UX writers can’t benefit from developing a few specific tech skills. While the field doesn’t require a background in web development, UX writers often collaborate with engineering teams. Learning some basic web development principles such as responsive design can help writers create a better user experience across all devices. In a world of rapid prototyping, I’d also suggest learning a few prototyping apps. Several are free to try and super intuitive.
Now that the UX in front of the writer no longer intimidates you, go check out ADJ, The American Genius’ Facebook Group for Austin digital job seekers and employers. User-centric design isn’t going anywhere and with everyone getting into the automation game, you can expect even more opportunities in UX writing.
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