Marketing for future
With advanced technologies in nowadays, Augmented Reality (AR) is the one of technology, which definitely effects significantly to our world. According to Mashable (2013) defined that Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. AR technology is conventionally in real-time and in literal context with environmental elements, such as scores showing path on video games. With the help of AR technology, the information about the surrounding real world of the user becomes interactive and digitally adaptable. The information about the environment and its objects can be overlaid on the real world. There are three main elements that required for AR operation, which are smart devices, AR application and incentive content. From this aspect, AR seems to be the future technology and golden opportunity, which can be adapted in various fields such as education or health care, especially in marketing and advertising, but how?
Last week, 20 June 2013, with support from Birmingham City University I participated in AR summit 2013 in London. In the event, I had a chance to meet a lot of professional and talented people both in the field of AR and Advertising, even journalist. They all came from difference professions but in one propose, which is to know how AR can apply to their brand. However, the companies, which are capable on AR technology or utilize AR as their media such as Blippar or Metaio tried to answer their question by showing how their AR innovation can do for brand in the event.
Summarizing from the conference, in terms of benefit to the brand, augmented reality offer brand to benefit on technical operation and sale stimulation. AR technology supports brand on designing and engineering a new interactive media, product or service to be more useful and attractive, for example AR optimization or Spatial Augmented Reality. In aspect of sale driven, this technology work mainly as brand engaging media. The technology helps to express the core creative message of the brand by giving customer an interactive advertising experience, which mainly focuses on creating customer engagement with the brand. AR engages customer to live and response to action or services by using their smart devices, also try to impress customer with exciting action to make them remember the brand. The excellent example of this idea is an automobile company named Audi that aimed to use AR application to cover overlap between digital and CRM. Basically, the company creates an application named “Audi Vision” as the scanner, and set brochures as the mark platform. As same as other AR application, customer required downloading the application, and using the app to scan the brochures, but the difference is the services that they offer to customer on the app. The company uses the app for CRM to up sale, so the app provided interactive videos and photos about the car information and driving manual, also call to action such as click to call and service online shopping in 3D perspective. In addition, all digital content on the app can be linked to social media and shared online. From this campaign, the company got 1659 downloads in just 5 weeks, 1155 videos have been watched and nearly 25% users have booked test drive.
Moreover, in term of FMCG, AR can be used to create positive brand image to customer and place the brand to their TOM by impressing them with the exciting interactive content and services.
Another point to consider from the event is even though the AR technology aimed to attract customer interesting directly, the audiences who seems to be attracted the most is advertising agency, why?
According to a short interview with Gary Fogarty, Digital Project Director from Ogilvy, claimed that because of the augmented reality technology give opportunity for sale by experience user with visual media, engage them with exciting interactive action and can inform them about the data at the same time. The more adverting agency can entertain customer, the more data that customer can consume, which means that customer will be participated with the brand and indirectly being informed about the brand. This is an opportunity for brand to sale. In addition, he described that advertising agency perform as the bridge between customer and brand. In this event, the advertising agency work as customer’s representative to experience what AR can offer them. On the other hands, commercial, the agency can work as brand’s representative to practice AR on advertising.
Nevertheless, AR developing company has been developed, and also predicted the future of this technology. Referring to Augmented reality history timeline from ABI research (2013), shown that AR technology would be adapted to AR eyeswear for mass market, Internet of everything, and then seamless sensore by the end of 2013. For AR eyeswear, AR technology is developed from the base idea of head-mouth device to enhance the vision of the AR world and connection with the real world. For example, Google glasses and Vuzix Smart Glasses are devoloped on the similar idea which is employ cameras to recognize the real world view and re-display its augmented view through the eye pieces and devices in which the AR imagery is reflected on the eye wear lens. The smart glasses’ user will be acknowledged AR as the second world where they can control. Moving to advance step that is Internet of every thing, Aapo Markkanen, Senior Analyst from ABI research defined that Internet of everything is merging of Internet of people and Internet of things, which work on the intersection of IOE, cloud computing, and big-data analytics. AR will be used as a medium to make data visual and situational to connect the data flows with the real world. Moreover, AR is expected to perform on markless platform. The example of this idea is Augmented City that performed by Metaio company. The concept of AR city is creating a second world where people can interact directly and controllable. The city was created on the idea of replacing sensor-based location by vision-based tracking, aimed to give natural experience by seamless integration of virtual scene content. To be clear, one of the AR city project is edge – based tracking used by Crumbs app.
To summarize, Even though Augmented reality is the fantastic technology, which could be the future of advertising, it would be useless without efficiently content. Jessica Butcher, co-founder and CMO from Blippar, suggested that augmented reality is just a delivery media. The main thing that advertiser and marketer should be focus on is how to create entertainment, value and utility content, instead of how to design interactive media.
AR Summit 2013, London