In recent years, marketing has taken a new direction. Innovation and creativity should be reflected not just in the advertisement but also in the media employed.
"Nobody remembers how many advertisements you run; they remember the impact you make," observed Bill Bernbach, founder of the world-famous Doyne Dale Bernbach Advertising Agency.
In today's environment, where everything is digital, integrating marketing and technology has become a must. In India, mobile phones are becoming increasingly popular. 23% of this population is addicted to smart phones for send and receive fax from iphone, and this figure is growing. When we consider the worldwide scenario, the figures become greater.
It's fascinating to see how marketers are leveraging technology to cut through the clutter. They have changed every static advertising element. And why wouldn't it? Consumers are assaulted with advertising messages so regularly that they have learned to ignore them. A blink place has been established. Only technology and ingenuity can make a difference. Examples include interactive digital banners, games, and mobile applications. What is the most recent technological breakthrough? It's called augmented reality.
Augmented reality: While many businesses are still afraid to experiment with augmented reality, there are a handful who have already stepped in and are thriving. It has been used by businesses to construct virtual overlays on real-world photographs. These virtual layers provide mystique and curiosity, which has the potential to generate conversation value. National Geographic uses augmented reality to bring dinosaurs, tigers, and other fascinating species to life. Passers-by in London may interact with the virtual creatures, remembering the brand that provided them with such an amazing experience. Lego is another example. It enabled customers to place a packed box in front of a kiosk. Without opening the box, augmented reality showed them the finished product.
Furthermore, it has found some practical utility. IBM discovered that most buyers desired more information about the items they saw on the shelves before purchasing them. Customers obtained this via the World Wide Web on their smartphones. However, IBM made life easier for shoppers by developing a smartphone app that allowed them to scan the object in question and instantly jump to its digital version with a complete information deck.
Augmented reality will soon become a significant component in the marketing sector for brands who are willing to break free from the confines of traditional media and move into something new and intriguing. While augmented reality can be experienced through webcams, kiosks, and other interfaces, the future of augmented reality is in mobile phones. Mobile phones put the power of augmented reality and its viral potential in the hands of the average person.
Every day, technologists create new tools and techniques. Can we, as marketers, keep up with them? We must develop new uses for these inventions in marketing. Only then will we be able to address the problem of advertising blind spot, if at all.
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