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From a marketing perspective, in particular, the story begins in BMW ran a print ad for Mini that rendered a 3D image of the car overlaid on the page when a webcam or phone camera was pointed at it. Additional supplemental AR-driven content was available throughout the issue. Notably, Lexus featured two AR ads in the issue. With advances in technology, to be described later, AR in marketing progressed rapidly over the next decade. This helped to introduce and drive broader consumer awareness of AR as a marketing channel. Exposure to AR truly scaled in with the introduction of Snap Lenses.

In its first year alone, 30 million snaps were decorated with Lenses — including by advertisers. For the first time, brands could reliably achieve scale with augmented reality. The following chart traces some key milestones over the last decade that have propelled AR awareness and adoption towards today. Early iterations of head-mounted and wearable computers began appearing around Television innovated various forms of augmented reality, most notably, weather forecasts in and the introduction of the yellow line first-down marker in the NFL in Increased investment in development platforms by technology companies in the years following has made it easier to rapidly create AR experiences.

Early pioneers paved the way for development of AR applications across games, industrial and commercial uses. Consumers access AR experiences primarily via cameras on their mobile devices and desktop computers. Whereas back-facing camera AR activations can show consumers how products look and feel in space, provide a 3D model of a product, get product information or engage with branding experiences. The structure of the experience is generally the same regardless of whether a front-facing or rear-facing camera is used, however, variations in the access points provide different creative possibilities for marketers.

Moreover, both types of experiences allow for marketers to include calls-to-action such as tapping to buy, download an app, sharing and more. Head-mounted displays, such as glasses, lenses and headsets are also used but less commonly today. Recognition- or marker- based augmented reality uses a camera to identify visual markers or objects to showcase an overlay only when the marker is sensed by the device.

When added to advertising creative, marker-based AR prompts a deeper level of engagement with consumers. Markerless AR experiences are able to render virtual images over real-world objects by understanding the physical world through feature points. Using device GPS and mobile network features, location-based AR apps can guide users about their environment and deliver information in a convenient way.

Source: Home Depot. The Ikea Place AR app allows consumers to place true-to-scale 3D renderings of furniture into their homes. This allows them to see and feel how they look and fit before purchasing. Far and away the most familiar form of AR today, first-party consumer and social networking companies, such as Instagram, Facebook and Snap, Inc. This is facilitating marketplace education and consumer adoption. The Facebook app opens to the News Feed. Users tap the camera icon in the upper left corner to launch the camera. From there, users can access an extensive suite of AR experiences by tapping the smiley face icon.

Instagram opens to a feed-like experience, with the camera accessed by tapping the relevant icon. The smiley face icon reveals a carousel of in-house and third-party created AR options. Use can capture photos, record videos and share across Instagram and Facebook.

Snapchat opens directly to the camera and users simply tap anywhere on the camera screen. They see a white mesh which adheres either to their face or the surfaces viewed in the world camera. A carousel of AR experiences appear from which users can select. View the experience HERE. Viewing the 3D levels through an iPhone or iPad, players can walk degrees around levels to find weaknesses and hidden items and, when they are ready, line up the perfect shot with intuitive onscreen controls: walking in close to get precise, or stepping back to gain a better view of the destruction.

Some top game publishers have explored using AR as a feature that enhances the experience, rather than as core gameplay. Players can even take a selfie standing next to the car and share it with friends. Users can view and interact with 3D objects right from Search and place them directly into the real world, giving a sense of scale and detail.

Still largely driven within first-party branded apps, though some retail examples have been demonstrated in ad units. Furniture and home goods are the most prevalent use case today, however, a growing number of apps enable consumers to try on products via AR e. Additional verticals remain limited by the mobile AR technologies currently available. For example, highly accurate and detailed 3D body tracking have yet to be developed which would allow people to try on clothes virtually.

Progress is being made and further innovation will broaden the opportunities for AR-enabled e-commerce. Amazon AR View is an in-app tool that helps consumers view products virtually in their homes before making a purchase.

Dynamic pricing with AI syncs insurers with market realities

Consumers can use AR View to place objects on any surface, like a countertop or floor, and then move or rotate the object within their environment. The Wanna Kicks app allows consumers to virtually try on sneakers, giving them the option to redirect to Amazon to purchase them at any time along the journey.

While playing with the Lens, users could immediately tap on the call-to-action button, bringing them to the App Store to install the CSR2 game. The campaign drove mass reach and engagement with over 2. The Lens was shared more than thousand times resulting in The Lens saw an average of 54 seconds of playtime. Consumers were able to place an animated, life-size Spider-Man right in their own home and share the experience on social media.

The key benefit of this experience was that it was available on mobile web, eliminating the need for users to download a new or separate app. Unity Technologies powers an in-app advertising platform that delivers video, playable and AR ad units. Ads appear when the game player reaches the end of a game level or at other times during game play and wishes to progress through the game. Once the ad experience is complete, gameplay resumes.

Fossil partnered with Unity and ad agency i to create an AR ad campaign that allowed consumers to try on the latest watches in AR before linking out to buy. The ad appeared in various beauty apps and games on the Unity platform. Consumers were able to see the product come to life, change the colors and style, and then virtually try on the product. In both campaigns, consumers launched an AR experience directly from a native advertisement allowing shoppers to virtually place 3D items in their homes. The AR experience helped consumers visualize items within their own space, narrow down choices, and then click to purchase from the camera view.

The Home Depot campaign boasted a Conventional in-feed ad units can be delivered that drive consumers to AR experiences on both desktop and mobile devices. This experience provided Dove with prolonged exposure to EW readers, providing valuable content in a format their audience craves. AR platforms offer traditional and non-traditional placements of sponsorship and branding.

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Both can be placed in a variety of locations within the AR experience. Brand messaging can be featured on initial app launch page as well. AR functionality may be integrated within an existing brand app so users can experience AR without having to download a separate app. This allows brands to direct traffic to their primary mobile app. If a brand has a specialized stand-alone app for AR experiences, it can be linked to from within the primary mobile app. Follow these simple steps:. As technology and social media networks continue to evolve, so too must the retail industry.

For international retail brands, deploying a social media monitoring tool, can help with gathering and aggregating mountains of consumer data in real time, to:. Request a free social listening consultation with our experts.

Connecting with consumers : marketing for new marketplace realities (eBook, ) []

At Digimind, I oversee content and events for the Asia Pacific market. AMA about social media! Melissa Chue - Jun 25, Cross-Channel Strategies Pave the Way for More Integrated Shopping Experiences In January , Walmart, an American chain of hypermarkets and discount stores, announced a partnership with Japanese e-retailer Rakuten to launch an online grocery store in Japan, and an e-book store in the United States, reflecting a growing convergence of online and offline channels in the retail world. Example of social commerce: Fenty's Instagram post features a shopping icon, which can be tapped to reveal the name and price of products displayed.

Customers can tap on these tags to purchase products shown on Fenty's e-store. LinkedIn Twitter. Get This Toolkit. This is particularly relevant when it comes to food products with consumers wanting to know exactly what's in the things they eat. This need for transparency in food packaging extends to many aspects of business from where how it treats its employees to what it gives back to society and communities. Digital leaders will understand this and ensure that their customers are informed with relevant information, be it good, bad or ugly. Businesses can learn an enormous amount about potential customers based on data they can gather.

The smart companies are using this data to create extremely personal marketing messages, and the younger generation is eating it up.

Marketing Management - The Marketing Realities - The Major Societal Forces - Part 4

Social goings-on and the perception of others seems to be a driving motivator among millennials. On social media, people reacted within minutes with an overwhelmingly positive response with a reach of , people and over 1. In addition across all markets, 7. Companies no longer need to hire celebrities to endorse their products in order to get millions of people interested in their product or service.

Now, ordinary people with no credentials other than droves of followers on social media have the ability to influence those simply by endorsing a certain product. Take Swedish web-based comedian PewDiePie with more than 47 million. While micro-influencers — those with below , followers have more influence and have higher engagement rates than well-known celebrities. Aware of these new influencers, brands have taken to hiring influencers to persuade and engage customers. Take Coca-Cola for example who have moved from a reliance on influencer product placements to hiring influencers as hosts on its own YouTube channel, Coke TV.

Digital technology changes at an incredibly fast pace; often overnight.