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The Future Of Brand Marketing In The Post-Digital Age

Deeplocal Write the Future Campaign for Nike

From the second Al Gore invented the internet, our online and physical worlds have been running in parrallel, like two trains speeding down the tracks.

That is, until mobile devices and Apps finally made it possible for consumers to interact with brands, information, and products in new and different ways.

But even with the rapid adoption of smartphones, tablets, and social media platforms, many brands are still struggling to find a way for their physical and digital components to work together, in harmony, like one big happy family. 

Last week, I had a chance to check out an Experimental Design Workshop Open House hosted by the folks at Deeplocal, a post-digital shop that helps brands create remarkable experiences by bridging online and physical worlds.

When you look at some of their latest creations, you can’t help but think post-digital might be the next big thing when it comes to brand marketing.

Deeplocal’s approach sits squarely at the intersection of design and development.

Their team blends talented creatives with design engineers to create truly interactive brand experiences using rapid protyping, production, and some pretty cool technology (check out their voice controled fan).

As you can see from their illustration below, digital and physical components are a part of each of their core campaigns. That means the two are designed to go hand-in-hand, not be mashed together after the fact.

Deeplocal post-digital campaign process

By incorporating the user experinece into their unique design process, they’re able to make something tangible that people can actually touch or interact with and that usually goes a long way when you’re trying to bring a new product to life or put your brand squarely on the map.

As emerging technologies continue to push the boundaries of what’s possible with digital marketing, you can’t help but start to wonder about the role of post-digital shops like Deeplocal.

At some point in the very near future, customers are going to want more from brands than flashy Facebook campaigns—they’re going to want those amazing experiences that blur the lines between their digital and physical environments.

What about you?

Do you think post-digital will be the "next big thing" in brand marketing? Share your thoughts in the comments below.

[Images: Deeplocal]

April 12, 2012

Categories: Branding


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