Creative technology will help us create differentiated experiences

In a world where customer expectations skyrocket and competition does not give way, if you play it safe, it will not lead to success. There is a growing need to amaze customers and make a lasting impact. As part of The Drum’s Creativity in Focus Deep Dive, DPDK Chief Technology Officer Bill Marx discusses the power of creative technology and its role in providing immersive experiences to attract, engage and retain customers.

From augmented reality to artificial intelligence, technology is transforming the landscape of the customer experience (CX). The technology allows brands to increase their productivity, communicate with the masses and create new points of contact with customers.

Where does creative technology take us?

But technology alone cannot differentiate your brand, especially when your competitors have access to the same set of technologies, market knowledge, and customer insights. To truly amaze customers, brands need to be creative and find innovative ways to keep them attracted.

The real power of technology lies in the creative possibilities it brings. Creativity and technology are a great pair, although they are often seen as opposites. When combined, they open up new avenues for brands to attract and engage customers.

The latest marketing news and insights directly in your inbox.

Get the best out of The Drum by choosing from a series of great email briefings, whether it’s daily news, weekly summaries, or deep immersion in the media or creativity.


The case of creative technologies

Customer expectations are the highest of all time. We live in an era of “and”, where the combination of form and function is no longer optional; this is the new norm. There is a need for engaging and seamless experiences. Here comes the creative technologies.

The link between creativity and technology is often misunderstood: creativity involves thinking outside the box and deviating from the norm, while technology focuses on efficiency and productivity. Because of this sharp contrast, the two are seen as polar opposites, but in reality they go hand in hand.

Technology is a tool for creativity. Creative technology combines the best of both worlds: it creates innovative and captivating experiences that pique customers’ interest and keep them engaged.

Creative technology in action

Creative technology provides exciting new opportunities for experience creators. A fascinating example of creative technology is the use of brain-computer interface (BCI) technology. BCIs create a direct link between the human brain and the computer by analyzing brain activity and translating it into commands. These commands are then executed from an output device. You can perform an action just by thinking about it, no movement required.

BCIs are innovative for the healthcare industry, but newer research is exploring its creative applications, especially in games. BCIs have the potential to change the gaming industry by allowing developers to create experiences that go beyond what we could have ever dreamed of. Imagine playing a video game and performing tasks without having to move a muscle. It will be some time before BCI games enter the mass market, but companies like Snap and Valve are already working on developing video games that use BCI technology.

Another interesting example of creative technology is 3D visualization, which involves creating three-dimensional models of real-life objects. Instead of simply demonstrating an object, 3D visualization offers the opportunity to experience and interact with an object in a digital environment, in the same way you would in real life. This requires creative coding.

Creative coding refers to programming that focuses on creating expressive rather than functional results. This includes works of art, creative experiences, data visualizations, robotics and everything related to 3D. One of my favorite examples of creative coding is Moonbridge, a design tool developed by DPDK’s own front architect Colin van Eenige. Moonbridge is a design tool that allows users to create stunning WebGL transitions. WebGL is an interface for programming JavaScript applications and the basis for everything 3D online.

Moonbridge is the developers’ creative platform: a space where developers can develop their creativity, explore different transitions in the code, and create 3D experiences.

It shows what is possible with creative coding, because its functionality can be applied to any interactive application.

Most memorable digital experiences are more than just websites or information applications. They are digital adventures that allow you to experience what it feels like to drive a car or wear a shoe. Like Ikea Place, the Ikea app that allows users to virtually place real-scale 3D models of Ikea products in their homes. This way, consumers can see what the products would look like in their space without having to step into an Ikea store.

Look forward

New technologies are constantly emerging and brands will continue to invest in them to gain a competitive advantage. But the truth is that technology alone will not distinguish you. How you use this technology to nurture your creative ideas and uncover the DNA of your brand’s will.

Getting the most out of creative technology begins with rethinking the way you look at technology: not (only) as a tool for efficiency and productivity, but also as a catalyst for our creativity. It is time to accept creativity and technology as a dynamic duo and to use creative technologies to our (and our clients’) advantage.

Creative technology is here to stay. The most distinctive experiences are those that not only meet, but also exceed customer expectations. Let creative technology lead the way.

Leave a Comment