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Digital Transformation: A Historical Perspective
We’ve seen it, repeatedly, in every single blockbuster of the Marvel Cinematic Universe. It’s almost iconic – the scene that plays out Tony Stark or Bruce Banner toying with holographic interfaces, computations; it represented the future a decade ago. However, today, the idea exists in real form, or at least a version of what was promised in the movies. If anything, the progress holds steady.
The dream’s about watching a movie on a massive screen without actually going to the movies, or watching your favorite sport at home, in real-time, and with all the players you cheer for on ground. In a nutshell, call it a revolution to the world of entertainment, and it can be made possible with future-gen holographic projections. From Star Wars and Star Trek, to James Bond, Marvel, and DC – we changed with digital technology and is now at the cusp of breaking away from science fiction, to create an insurgency of entertainment.
Interestingly, the word, hologram, holds a deep connection to the very definition of marketing. It stems from a combination of two words, Greek mainly – holos and gramma, meaning whole and message respectively. Since its development in 1947, the technological aspects around holographic projections remained largely obscure, until the emergence of the internet that is. Even with the commemoration of this technology across various channels of science fiction, experts dismissed the possibility for several decades. But innovation made it possible – with smart technology, replicating what was once or is shown in the movies.
A hologram is a photographic recording developed with the help of a light field; it’s a dimensional upgrade to the traditional video format – three-dimensional, so to say. Another specialty feature lies in its ability to display information without the need of an intermediate medium, optical instruments or glasses for example. Its role has always been monumental, from its introduction in Star Wars, 1977, to Ford Motor Company using it in 1996 to develop machine prototypes.
But the experiment opened a massive door to advanced technological possibilities. It’s become an art almost, on an international platform, with major exhibitions being held to cover it on a global level.
The Ford Motor Company achieved meaningful and practical results with holographic technology. The example allowed for other materialistic industries to experiment with the technology as well – the engineering, medical, architectural, entertainment, and even edutainment sectors benefit from holograms. There are a lot of interesting applications to look at, in fact. Here’s a few to look at:
Moreover, holographic campaigns are considered as a solution for advertising woes for B2B marketing agencies. There are a lot of other fields holographic applications extend to, playing a significant role in the development of end-to-end solutions. What about holographic marketing then?
The buzz is well past its inflation point with entertainment and is instead increasingly building into a viable solution for both brand and customer experience. Under brands, holograms are maturing to overcome the display of brand identities using videos and images. It’s invading the limitations of imageries and videography in developmental schemes, with the potential for real-life event marketing or meetings that engage and forge lasting, expressive emotions.
Improved smartphones are another area of interest, revolutionizing all forms of marketing such as email marketing and experiences with holographic advertisements. Increased promotion with holographic content could also lead to a take over that might include videos, text, and images. The potential alone leaves holographic content as the next generation of marketing. Imagine tech gadgets with holographically projected virtual assistants or chatbots as well.
The advantage lies in the excess of information possible with three-dimensional projections as opposed to its two-dimensional counterparts. This difference could influence more customers into business platforms, owing to the experience – customer experience. Career scopes for holographic artists could be on the rise soon and present a threat to current 2D designers as well. But that’s a conversation for another day. For now, it’s all about enjoying the infinite scope that comes with holographic technology. Just make sure you’re on the right end through this transition.