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RESEARCH
  ANALYSIS
            The signs clearly indicate an atmosphere of departure   technology and "emotion, is important in the face of a
  TRENDS
            after a state of shock due to canceled trade fairs and   new era.
            abrupt  standstill  from  full  speed.  The  restrictions
            imposed  from  outside  were  a  wake-up  call  for  the   The  three  aspects  play  a  central  role  in  marketing  as
            innovative  strength  and  the  inventive  spirit  of  the   well,  since  we  will  work  today  and  in  the  future
            manufacturing industry and its service providers. Long-  increasingly with new technologies and tools that help
            held  concerns  had  to  give  way  to  beneficial   us  make  data-based  decisions  to  be  able  to  react
            pragmatism.  Leaving  the  comfort  zone,  using  the   quickly  to  changing  market  trends.  The  current  crisis
            technical  possibilities,  and  using  digital  tools  for   shows  this  impressively  with  the  multitude  of
            customer  and  employee  communication,  after  a  short   technologies coming into operation. Not to mention that
            orientation  phase,  led  to  the  final  departure  into  the   in the midst of the constant flood of data, we must not
            digitized age.                                       forget  that  the  customer  remains  the  main  drivers  of
                                                                 purchase  decisions.  Especially  in  times  of  crisis,
            There will be no way back after the Corona crisis either:   marketing  must  reflect  on  its  confidence-building
            virtual  and  analogue  will  have  to  complement  each   function  and  counteract  the  effects  of  the  crunch  with
            other  in  the  future.  Artificial  Intelligence  (AI),   concrete measures.
            Augmented  and  Virtual  Reality  (AR/VR),  and
            automation processes are already playing central roles   SMEs  currently  demonstrate  a  high  degree  of  agility
            in various areas. Highly complex tasks would no longer   and  willingness  to  innovate  and  this  boost  should  be
            be possible with conventional methods and without the   used to keep going across all areas. ◊
            use  of  technology.  However,  developing  a  strategic                          By Daniela La Marca
            brand  foundation  holistically,  in  harmony  with  identity,























































             July 2020: Virtual-, Augmented & Mixed Reality: revolutionizing the customer experience             6
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