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Digital screen is new currency for experiential, says Ranjit Raina of Geometry Encompass

In a conversation with BestMediaInfo.com, Ranjit Raina, CEO, Geometry Encompass talks about the company’s new venture Pro.Digi. He talks about the changes in the experiential marketing space and the importance of technology

Ranjit Raina

We all realised the importance of technology in the Covid-19 lockdown and in the past two months, we have been dependent on tech more than ever before. Ranjit Raina, CEO, Geometry Encompass, is on the same page and feels technology has taken a centre stage during this period.

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“The digital screen is the new currency for experiential, it’s where the people are currently. We will see a lot of innovation and experimentation during this period; creators will show us new ways of using technology. Today a live play on Zoom seems so obvious, just four weeks ago, we had no idea how it would happen or how people would react to it. Every day we are discovering new possibilities to create deeper engagement,” he said.

Raina said brands are no different than customers or experiential marketers who have been swept in the digital space. He said brands are ready to experiment with new tools and technology to create contactless engagement opportunities. Talking about the company’s new venture, Pro.Digi, he said, “Pro.Digi is not just about creating experiences for a virtual world. It is about enabling human connections that drive real growth. It is not a standalone service but one that is part of the end-to-end creative commerce Geometry ecosystem.”

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Raina said they will be extensively using data commercial solutions such as Catscan and social commerce tools like Social Commerce Plus to help the brands.  “The Pro.Digi virtual experience will have the advantage of data and insights from proprietary technology, which will allow it to drive real growth for brands,” he said.

Despite advancements in technology, virtual events can be challenging said Raina. “Currently we are creating virtual events with various limitations because of our inability to access facilities that enhance the quality and level of immersion.  As restrictions on movement lifts, we will be able to elevate the virtual experience significantly.”

He said importance must be given to keeping the consumer engaged. “The at-home experience is very different. Audience attention is split between what is happening in the physical space around them and other content and information on their device. One cannot change that, what one can do is use technology at our disposal to create engagement which is more immersive. Chances of being distracted while watching content as opposed to playing a multiplayer game are very different. Because being present on the other side of a screen and participating in an experience are very different things. Similarly, a person playing ludo online is more prone to distraction than a person playing poker or COD. The more immersion we create, the longer we can keep people engaged. Of course, the immersion has to be relevant to our audience and brand.”

Raina said the digital transformation has made way for a greater acceptance to newer tools and technology. He said more brands will integrate with AR and VR technologies. “I believe the digital transformation wave that has swept across will usher in far greater adoption of new tech and tools. Both AR and VR are really not new, adoption has been limited because of device cost and hardware. Now with ARKit and RealityKit bringing AR to mobile devices, I believe we will see a lot more action in the space. Similarly, VR costs have gone down significantly. We will see a lot more of these integrations in the very near future.”

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