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Welcome to this week's Quick Cuts, where we dive into the most impactful developments in marketing and technology. From the resilience of display ads to consumer scepticism toward AI, and the latest trends driving the industry forward, we provide actionable insights to help you stay ahead.

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## Cut 1/3: Rise of Display Ads Despite Challenges
[Source](https://digiday.com/marketing/cmo-strategies-a-guide-to-display-ads-benefits-obstacles-and-trends/)
![First.png](https://digiday.com/wp-content/uploads/sites/3/2024/05/positive-strategy-digiday.gif)

🚀 [Display advertising](https://www.rhapsodymedia.com/our-work/amazon) remains a cornerstone of digital marketing, with significant investments continuing despite challenges such as the deprecation of third-party cookies and brand safety concerns. Programmatic advertising and email newsletter sponsorships are particularly popular.

**Action items for You:**
- Optimise [Digital](https://www.rhapsodymedia.com/strategy/digitization) Advertising Spend
- Industry: E-commerce, Retail, [Technology](https://www.rhapsodymedia.com/our-work?service=all&subService=all&sector=technology)
- Strategy: Invest in programmatic advertising and email newsletter sponsorships to maximise reach and engagement. Address brand safety concerns by using AI to monitor and optimise ad placements.
- Implementation: Partner with digital ad platforms that offer advanced targeting and reporting capabilities. Regularly review campaign performance and adjust strategies based on data insights.

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## Cut 2/3:  Consumer Scepticism Towards AI in Marketing
[Source](https://www.forbes.com/sites/cmo/2024/05/22/why-marketers-seem-slow-to-adopt-new-technology/)
![Zrzut ekranu 2024-07-22 o 18.57.15.png](https://rhapsody.ams3.digitaloceanspaces.com/d66f32c03662d3252dcff85185fada66.png)

🚀 Despite the hype around [AI](https://www.rhapsodymedia.com/blog/bias-in-design-thinking-and-ai), a significant portion of consumers remains skeptical about its benefits in enhancing customer experience. Marketers need to balance AI integration with human interactions to maintain consumer trust and engagement.

**Action items for You:**
- Balance AI with Human Interaction
- Industry: [Luxury Goods](https://www.rhapsodymedia.com/our-work?service=all&subService=all&sector=consumer-goods), Pharma, Sport
- Strategy: Integrate AI technologies to enhance customer experience but ensure that human interactions remain a key component. Use AI for data analysis and routine tasks while reserving human touchpoints for personalised customer service.
- Implementation: Implement AI chatbots for initial customer queries but provide easy access to human representatives for more complex issues. Train customer service teams to handle escalations effectively.

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## Cut 3/3:  Top Marketing Trends and Technologies for 2024
[Source](https://www.destinationcrm.com/Articles/Editorial/Magazine-Features/The-Top-Marketing-Trends-and-Technologies-for-2024-Marketers-Adjust-to-Dramatic-Market-Shifts-164815.aspx)
![First.png](https://dzceab466r34n.cloudfront.net/Images/ArticleImages/165251-feature-Top100-marketing-JulAug24-ORG.jpg)

🚀 Marketers are increasingly focusing on unifying customer data, embracing AI, and enhancing personalisation. However, challenges remain, such as the complexity of integrating new technologies and the shift of marketing functions to IT roles. The [martech](https://www.rhapsodymedia.com/technology) landscape continues to expand, with a notable emphasis on returning to marketing fundamentals.

**Action items for You:**
- Return to Marketing Fundamentals
- Industry: [All](https://www.rhapsodymedia.com/our-work?service=all&subService=all&sector=all)
- Strategy: Focus on building a strong brand, telling compelling stories, and delivering clear messages. Utilise established digital tools like web and email, which have proven longevity and effectiveness.
- Implementation: Invest in content creation that emphasises[ brand values](https://www.rhapsodymedia.com/strategy/branding) and storytelling. Use email marketing to maintain direct communication with customers and leverage web analytics to optimise online presence.


Do you need a supportive partner in helping you achieve **your marketing goals**?
<br>
Read our [reviews](https://clutch.co/profile/rhapsody#reviews) and [Contact Us](https://www.rhapsodymedia.com/contact-us?utm_source=blog&utm_medium=article&utm_campaign=quick_cuts_July1&utm_content=footer)
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Growth Marketing Manager

Adrian Serafin

Rhapsody's Quick Cuts #4: Display Ads, AI Scepticism, and 2024's Top Marketing Trends

You might also like...

## The Evolution of Branded Content

**Content marketing stands as a potent weapon in a brand's toolkit. But the challenge lies in preserving the quality and trust akin to print publications while crafting an engaging digital journey. Keep reading to learn how your business can harness the power of digital experiences.**

It's an open secret that content serves as a formidable marketing tool. Whether your audience can be found scrolling through TikTok, catching TV ads, or flipping through a magazine during their daily commute, offering them captivating content can seize their attention, fuel their creativity, and solidify their connection with your brand.

Effective content marketing is all-encompassing and extends across various channels, such as print media, online platforms, social media, video-on-demand, and outdoor advertising. Regardless of the medium, the fundamentals of creating remarkable content remain unchanged: it must be accessible, engaging, informative, and factually accurate.

Traditionally, print publications have offered an ideal canvas for branded content. Yet, as companies adapt to an increasingly time-strapped audience and recognize the need for agility, the constraints of print publishing have triggered a revolution in digital content.

Going digital not only empowers your audience to control when, where, and how they access your content, but it also enables the integration of interactive features, audio, and video, enhancing your brand's impact. Digital publications unlock the doors to your team's creativity and ensure every click leaves an impression.

## Crafting an Immersive Digital Journey

Merging the realms of print and digital into a seamless experience is an art. While the content may appear similar on the surface, simply converting a print publication into a PDF won't set you apart. A truly immersive digital experience leverages innovative design and interactive elements to take readers on a captivating journey that keeps them coming back for more.

You don't need to assemble a team of developers or become an HTML expert to make the transition. Nowadays, most tools and publishing platforms, such as [Ceros](https://www.ceros.com/), utilise no-code design, making them user-friendly, cost-effective, and adaptable. Companies that invest in digital experiences enjoy the best of both worlds: the aesthetics, quality, and authority of a print magazine, coupled with the engagement and data that digital marketing brings.

## Bringing a Brand's Narrative to Life
Let's take the [Lidl GB magazine](https://www.rhapsodymedia.com/our-work/lidl-gb) as a prime example. The European retail giant produces a seasonal print publication eagerly consumed by its customers, serving up inspiration, announcing new product launches, and sharing the company's sustainability initiatives. 

Conveying these messages through content transforms the supermarket into more than just the most convenient or budget-friendly choice; it breathes life into its personality.
Digitising this print publication takes storytelling to new heights. The design experts at Rhapsody maintain everything Lidl customers adore about the print magazine while incorporating animation, video, and high-quality imagery to boost engagement and nurture brand loyalty among a new, digitally inclined audience.

## Introducing Dynamic Personalization
As Ferris Bueller famously said, "life moves pretty fast," but luckily, digital experiences keep pace. Print deadlines are notoriously rigid, and content needs to be locked in well ahead of publication. Last-minute alterations are feasible but can lead to headaches for all involved. Transitioning to a digital experience format banishes those sleepless nights. Teams can implement changes almost instantly, adjusting prices, introducing promotions, and adding special offers even after publication.

Digital experiences are also tailor-made for personalization. Addressing each customer individually and delivering relevant content elevates their experience, nurtures trust, and generates considerably stronger commercial outcomes compared to a generic one-size-fits-all approach.

By adopting digital technology an [UK digital strategy](https://www.rhapsodymedia.com/), Lidl GB can now implement personalization in its publications, including geo-targeted content tailored for each of the three markets where it's distributed (England, Scotland, and Wales).

## Removing Barriers
Ultimately, it's about simplifying life without compromising on quality. Shifting from print publications to digital experiences removes friction for customers, enabling them to access content on their own terms.

With your content accessible on various devices and browsers, customers can catch up on your latest updates during their daily commute, reference a recipe while perusing supermarket aisles, or seamlessly navigate to your website to add a new product to their online shopping cart. No need for dual devices or printing notes; everything from additional articles and images to customer reviews and product listings can be linked and accessed with a simple click.

**Are you ready to unlock the potential of digital experiences for your business? [Contact Rhapsody](https://www.rhapsodymedia.com/contact-us) today to discover how we can transform your print publication into a captivating online journey.**


Hands raised up in the air, shown on the orange background.

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Group Creative Director

Jamie Rankin

Compelling Content: How to Leverage the Potential of Digital Experiences

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*Augmented reality (AR) and virtual reality (VR) are revolutionising machinery marketing, signalling a move away from traditional methods that depended on physical demonstrations and standard media. We're entering an era where AR and VR aren't just supplementary technologies, but key drivers that are transforming how we engage with customers. This exploration will highlight the role of AR and VR in machinery marketing, showcasing how they turn passive viewers into engaged participants, immersing them in a rich, interactive experience.**
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#### Give your eyes a break without missing out. <br>Enjoy the **audio version**:
<iframe class="murf-embed" width="560" height="102"  src="https://murf.ai/embeds/index.html?embedId=lsamoy36"  allowfullscreen title="Murf Embed Player" style="border: none;"></iframe>
  <script src="https://murf.ai/embeds/widget.js" ></script>
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## Transforming Training and Education in Machinery with AR/VR
The machinery domain, with its complexity, benefits greatly from immersive technologies, offering game-changing virtual training environments. These digital realms enable learners to interact with life-like machinery models without the risks associated with physical machinery operation.

Imagine operators and technicians being able to practice on virtual machinery models that are true-to-life replicas. AR overlays digital instructions and real-time data onto actual machinery or workstations. This advanced approach to training enhances understanding and retention of complex procedures and safety protocols, significantly reducing the learning curve. For example, VR simulations allow workers to practice the operation of heavy machinery in various scenarios, including emergency situations, without the actual risks involved. These simulations are not just hypothetical; companies like Walmart have successfully implemented VR for employee training since 2017, underscoring its effectiveness and impact.

Moreover, the use of AR in assembly, maintenance, and quality control streamlines these processes by providing real-time, interactive guidance. This diminishes the frequency of errors and enhances overall productivity. By employing AR, companies can ensure that even the most complex tasks are performed with precision, thereby elevating the quality of work and reducing costly downtimes.
In essence, AR and VR are not just transforming how machinery is marketed; they're revolutionising the entire spectrum of training and education in the machinery sector. This shift not only prepares a more skilled workforce but also opens up new avenues for interactive marketing strategies, where potential clients can experience the machinery in a virtual setting, gaining confidence in its capabilities and functionality.

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## Crafting rich, multi-sensory experiences with AR/VR in machinery marketing
Beyond visual engagement, immersive technologies enrich machinery marketing with multi-sensory experiences, employing haptic feedback and spatial audio to simulate a more lifelike interaction with machinery.

Consider the power of haptic feedback in a VR environment where a customer can 'feel' the machinery. The tactile sensation of pressing a button or the vibration of a machine at work can be simulated. This level of interaction is invaluable, especially in an industry where touch and feel play a crucial role in understanding a machine's quality and capabilities. For example, imagine a scenario where a potential buyer, through VR, 'feels' the smooth operation of a new excavator model, or experiences the force exerted by an industrial press – all within a safe, virtual environment​​.
Spatial audio further enriches this experience. In a VR simulation, directional and environmental sounds can be so precise that they mimic real-life acoustics. This auditory detail helps potential buyers understand how loud a machine is, how it sounds during different operations, or even identify potential issues based on auditory cues.

While olfactory stimulation in VR is still in its nascent stages, the potential it holds is enormous. Imagine a scenario where a buyer can smell the materials or lubricants used in the machinery, adding another layer to the authenticity of the virtual experience.
This multi-sensory approach in marketing does more than just demonstrate a product; it immerses potential customers in the experience, allowing them to interact with products in ways previously unimaginable. This not only fosters a deeper understanding of the machinery but also builds a stronger emotional connection with the product, enhancing customer engagement and satisfaction.

<br><br>
## Mixed reality - the ultimate fusion for machinery marketing
Mixed reality, blending the digital and physical, emerges as a compelling approach in machinery marketing, providing customers with a seamless, interactive experience that bridges virtual operations with real-world contexts. For marketers in the machinery industry, this fusion offers an unparalleled opportunity to showcase products in a unique and highly interactive manner.

Imagine a scenario where a customer wears MR glasses to see a life-sized, 3D model of machinery superimposed onto their actual physical environment. They can walk around it, observe it from different angles, and even interact with its components as if it were right there in their space. This level of interaction facilitates a deeper understanding of how the machinery operates within the context of the customer’s own environment.

The convergence of AR and VR in MR also enhances spatial understanding and object interaction, making the experience far more realistic. For example, customers can virtually operate machinery, getting a feel for its size, ergonomics, and functionality, which is especially crucial for large or complex machines that are difficult to demonstrate in a traditional setting.

This immersive experience doesn’t just educate - it captivates. It allows customers to experience machinery in a manner that's both innovative and informative. By leveraging MR, machinery marketers can create memorable and impactful experiences that go beyond traditional marketing, fostering a stronger connection between the customer and the product.

Moreover, as MR technology continues to advance, we can expect to see even more creative applications in machinery marketing. These could range from interactive virtual showrooms to collaborative design sessions where customers can provide real-time feedback on machinery prototypes, further bridging the gap between manufacturers and end-users.

In summary, MR is not just a new marketing tool; it's a transformative approach that redefines customer engagement in the machinery industry, offering interactive and immersive experiences that resonate deeply with potential buyers.


![AR headset and data](https://rhapsody.ams3.digitaloceanspaces.com/8bd9084cbdfdaf006d944fecab974221.png)
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<br><br>
## AR/VR in action. Real-world applications in the machinery sector
The true potential of any technology is best understood through its real-world applications. In the machinery industry, AR and VR are not just concepts but practical tools already transforming operations and marketing strategies. Let’s analyse how businesses are utilising AR and VR, showcasing their tangible impact and potential.

One of the standout applications of AR in the industry is in remote maintenance and collaborative design. For instance, a technician wearing AR glasses can receive real-time guidance from experts located remotely. This approach has been effectively demonstrated by Oculavis, which uses AR for remote maintenance, allowing technicians to collaborate with off-site experts who can provide virtual instructions and annotations overlaid on the technician's view​​.

Another significant application is in factory layout planning and operator training. Using VR, stakeholders can virtually explore and interact with a planned layout, gaining a realistic sense of scale and perspective. This helps in optimising designs and facilitates collaborative decision-making. Additionally, AR can be used to provide operators with real-time, contextual information on equipment, enhancing their understanding of complex machinery operations. This dual approach to design and training not only increases efficiency but also ensures precision in operations.

Furthermore, AR/VR technologies have been instrumental in enhancing safety protocols. By simulating hazardous scenarios in a VR environment, workers can practise and prepare for emergencies without any risk. This application is not only innovative but also crucial in an industry where safety is paramount.

These real-world examples demonstrate the versatility and effectiveness of AR and VR technologies in the machinery sector. They highlight the technologies' ability to streamline operations, enhance training and safety protocols, and provide innovative solutions to complex challenges.

As these technologies continue to evolve, we can expect to see an even broader range of applications emerge, further solidifying AR and VR as essential tools in the machinery industry’s future. This ongoing evolution presents a wealth of opportunities for marketers to showcase their products in ways that are both innovative and deeply resonant with their target audiences.

<br><br>
### Overcoming Adoption Barriers and Leading the AR/VR Revolution in Machinery Marketing
As we embrace the innovative horizons AR and VR technologies offer, it's crucial to address the challenges that come with their adoption in the machinery sector. These challenges, primarily centred around a lack of awareness and experience, are significant yet surmountable obstacles on the path to fully integrating these technologies into mainstream marketing strategies.

1. Educating the market: A primary barrier is the general lack of understanding of AR/VR potential and capabilities among businesses in the machinery sector. To overcome this, it's essential to educate the market. This can be achieved through workshops, webinars, and live demonstrations showcasing the practical applications and benefits of AR/VR technologies. Providing clear, tangible examples of how AR/VR can enhance marketing and operational efficiency will help demystify these technologies and encourage adoption.

2. Showcasing success stories: Real-life case studies and success stories play a key role in illustrating the effectiveness of AR/VR in machine marketing. Sharing stories such as Oculavis successfully implementing AR for remote maintenance can inspire confidence and provide a roadmap for implementation.

3. Fostering partnerships and collaborations: Building collaborations between AR/VR technology providers and machinery manufacturers can accelerate innovation and adoption. These partnerships can lead to the development of customized AR/VR solutions tailored to specific machinery marketing needs, thereby showcasing the versatility and adaptability of these technologies in real-world scenarios.

4. Investing in skills development: To fully leverage AR/VR technologies, companies must invest in skill development and training. This includes not just training the marketing and sales teams but also equipping designers and technicians with the knowledge to create and implement AR/VR content effectively.

5. Embracing a forward-thinking mindset: Finally, it’s about fostering a culture that is open to innovation and change. Embracing AR and VR technologies requires a forward-thinking mindset, willing to explore and experiment with new ways of product demonstration and customer engagement.

By addressing these challenges and adopting a proactive approach with a [marketing consultancy London](https://www.rhapsodymedia.com/), companies in the machinery sector can not only enhance their marketing strategies but also position themselves as leaders in the adoption of AR/VR technologies. As we move further into this era of digital transformation, the ability to adapt and innovate will become increasingly vital in staying competitive and relevant in the machinery market.

The integration of immersive technologies into machinery marketing heralds a new era of immersive customer engagement. As we've explored, these tools not only enhance the marketing experience but also offer tangible benefits across training, operations, and brand interaction. For those ready to navigate and master these changes, Rhapsody's comprehensive Trend Sheet is your essential guide. It's filled with insights, detailed analysis and actionable insights designed to help you realise the full potential of the latest developments in your marketing efforts. Join us on this adventure and together let's change the future of machine marketing.
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Rhapsody Media takes the weight off your shoulders. We get your marketing running smoothly, ensuring you can focus on the big picture while we handle the nitty-gritty with minimal need for your intervention. Sleep easy knowing we're not just your agency; we're your partner in driving success.




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Client Success Manager

Kamil Baczyński

Business Development Manager

Marcin Gniatczyk

The next frontier in machinery marketing: Harnessing AR/VR for immersive engagement

Building design frameworks for a new AI tool that generates tailor-made presentations.

Developing an engaging, easy-to-use webpage for the Burger King for Good’ sustainability campaign.

Rhapsody supported MOKE International to create a cohesive multi-channel design system and support the global launch of the Electric MOKE.

Producing an engaging series of exclusive live stream online events for My Lakeland Members. 

Our Latest Projects

## Why we do, what we do

# 

At Rhapsody, our "Why" stems from our unwavering belief in creating work that makes a difference. We are driven by the desire to connect people and brands in meaningful ways, crafting experiences that leave a lasting impression. 

Our innovative approach is rooted in humility, as we embrace the opportunity to learn, grow, and evolve continuously. Guided by a relentless pursuit of improvement, we are never satisfied with the status quo, always striving to push boundaries and redefine excellence in all that we do.

As a global company with diverse clientele, we appreciate the uniqueness of each project we undertake. This understanding forms the basis of our tailored approach, enabling us to craft bespoke solutions that resonate with the specific needs and aspirations of our clients.

# 

[Meet Our Team](/our-team)   [Our Story](/our-story)    [Showreel](/showreel)

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We use creativity to craft meaningful connections between people and brands by utilising our key stems...




Welcome to Rhapsody.

We use creativity to craft meaningful connections between people and brands by utilising our key stems...

Gemma.ai

Burger King

MOKE International

Why we do, what we do