Augmented reality

A Marketing Communication Tool

Seema GuptaIIM Bangalore

DigitalMarketingTadka.comdmtadka@gmail.com

© Seema Gupta

Players in AR

• Mobile SDK kit• Powerful AR Engine, Junaio - appMetaio

• Winner in AR browser• First AR browser for all platformsWikitude

• Comprehensive AR browser• Design and simplified data organizationLayar

• Latest entry as AR platform• Favorite app and downloadable for freeAurusma

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Limitations and challenges of AR

Limited Reach – Primary Challenge

Behavioral change to adopt AR

4Es - Engage, Entertain, Educate and Entice

A leading company in AR recommends

Source Layar: How to create an effective AR campaign

Make a realistic Campaign and Marketing Plan

Make a realistic Campaign and Marketing Plan Campaign ConceptCampaign Concept

• What are the objectives of this campaign?• What activities are needed in

the campaign creation process?• Who should participate in

the campaign creation team?• How much time should be

spent on each activity?• Which marketing actions are

needed to create awareness?

• Work with creative team to come up with a nice campaign concept deliverable• Come up with a theme for the

entire campaign• Get users in with “wrong

reality” (Solve a puzzle, reveal a hidden picture , complete an incomplete structure)• Add discounts & exclusive

content

© Seema Gupta

Prepare Pages & Assets

Prepare Pages & AssetsSelect AR PlatformSelect AR Platform Test & PublishTest & Publish

• Check out the use cases and evaluate the platform that fits the requirement. • Mainly the platform

should• have all the

needed features• be able to

integrate with the business

• Prepare pages according to the best practices• Select pages that you

want to augment carefully• Use the chosen

technology platform to create augmented pages• Create instructions for

users

• Double check the quality of the pages• Are user instructions in your

publication clear enough?• Are Interactive Print buttons

placed at the right place?• Does each button function

correctly?• no broken links• videos can be played

• Does the campaign offer good user experience?

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Measure AR campaign on various parametersMeasure Metric

AwarenessAwareness

EfficiencyEfficiency

EffectivenessEffectiveness

Social MediaSocial Media

• Number of views (Unique – Reach and Repeat – frequency)

• Average time spent by the consumers

Cost per conversion (Cost of AR per campaign/ no. of customers acquired)

o Campaign conversion rate (Number of purchases / Number of accesses)

o Number of leads generated / Total number of customers reached

No. of mentions (Positive & Negative) in Social Media Number of people watched the video on YouTube Number of tweets, re-tweets, likes on Facebook,

Twitter

© Seema Gupta

Future Trends in AR

• VirtualizationNot only see clothes but the environment (for eg. Wedding setting)

• More serious fields like medicalDoctors can virtually try out the equipment on the virtual patient

• Smart glasses like Google glass“pay-per-gaze” – new marketing avenues and strategies

• Artificial Naturality Web (ANW)Seemlessly integrates the information into natural world than just floating in front of the world.

© Seema Gupta

Conclusion

• AR has a lot of potential and is quite promising

• New tools for the marketers to reach the consumers

• Given the nature of this technology – Sky is the limit for bringing the human creativity to reality

Acknowledgement: Report on Augmented Reality(a marketing communication tool ) by Rakshith Naresh, Harkawaljit Cheema, Iqbal Khan, Mahesh dutta H K, Sandip Jalan

© Seema Gupta

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