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AUGMENTED REALITY Seema Gupta Assistant Professor Indian Institute of Management Bangalore DigitalMarketingTadka.com [email protected]

How to Leverage Augmented Reality for Marketing

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Augmented Reality

Seema GuptaAssistant ProfessorIndian Institute of ManagementBangalore [email protected]

So What is Augmented Reality? Seema Gupta

Introduction to Augmented Reality Seema Gupta

Seema GuptaHigh customer interactivity & engagement level Customer behaviour can be monitoredPoint of sale promotional toolForm of Experiential Marketing Relevance RIntroduction to Augmented Reality(contd.)

Seema Gupta

Augmented Reality is an emerging tool that is growing with digital revolutionIntroduction to Augmented Reality(contd.)

Seema GuptaWhy use AR?

Applications of Augmented RealityAugmented Reality has applications across fields and marketing activities

Seema Gupta

Seema GuptaShoppers Stop Promotions

Promotion & Product launch Applications of Augmented Reality

Seema GuptaBrand communicationMahindra SUV

Applications of Augmented Reality

Seema GuptaApplications of Augmented Reality

Online salesMacys online sale

Seema GuptaApplications of Augmented RealityGather Customer Intelligence

Geo Guides Tourist Application

Seema GuptaApplications of Augmented RealityIndustrial Application

Metaio Engineering Solutions

Seema GuptaApplications of Augmented RealityEducationLayar Browser

Seema Gupta Seema GuptaApplications of Augmented RealityEntertainmentAvatar Toys

Literature ReviewAugmented Reality is effective in getting the attention of the user but not in conveying information Seema GuptaSource: http://edgd.asee.org/conferences/proceedings/65th%20Midyear/Connolly_Chambers_Augmented_Reality

P. Connolly, C. Chambers, E. Eagleson, D. Matthews, and T. Rogers Purdue University, Department of Computer Graphics Technology - Augmented Reality Effectiveness in Advertising15

Seema GuptaThree measures of the perceived value AR manages to create short term wow factor but may not create long term brand attitudeSource: Yuan, Y.E and Wu, C.K (2008). Relationship Among Experiential Marketing, Experiential Value and customer Satisfaction, Journal of Hospitality & Tourism Research, Vol 32(3), pp. 387-410.

Literature Review

Seema GuptaIs Augmented Reality Beneficial for Brands?

Augmented Reality Seema Gupta

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Marketers are concerned about the financial, strategic and synergy implications of ARInterviews with Industry Experts Seema Gupta

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Product Category

ExampleAR offers different degrees of user engagement, enhancing the customer experienceA Customer Centric View of AR Seema Gupta

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InformationalTransformationalLow InvolvementHigh InvolvementPragmatic ARProduct Category: Medium Involvement:Sensorial ARProduct Category: Low Involvement: like FMCGCognitive ARProduct Category: High Involvement: Life Style, Fashion, Industrial etcExperiential ARProduct Category: New Product Introduction, Personal CareLifestyle ARProduct Category: A wide rangeHypothesis: Product category and the levels of AR used for marketing are inter-relatedHypothesis for Augmented Reality Seema Gupta

Sensorial AR may not be appropriate media to create brand awareness.Sensorial ARPragmatic ARCognitive ARExperiential ARLifestyle ARPragmatic AR is ideal when one wants to increase trial (aided by curiosity factor of consumers) and it also differentiates the brand from other competitorsCognitive AR is able to provide the complex and multiple-parametric information with clarity with use of technologyExperiential AR utilizes the online media to spread the actual campaign in the form of video or rich mediaThe mental barriers to personal relevance using the advanced technology underlying the lifestyle AR push it to some distant futureHypothesis Results Seema Gupta

Seema GuptaRating levels of AR on Customer Experience Factors Involvement1234SensorialCognitivePragmaticExperientialLifestyleInformational Content1234SensorialCognitivePragmaticExperientialLifestyle

Seema Gupta12345SensorialCognitivePragmaticExperientialLifestyleTime & Cost of Implementation12345SensorialCognitivePragmaticExperientialLifestyle

Wow Factor

Seema GuptaPerception (Product/Brand)1234SensorialCognitivePragmaticExperientialLifestyle

Each level of AR offers unique customer experience and marketer need to adopt the right fit

Graphics developmentMaintenanceUpgradesProgramming interactivityAR engine licenseData licensingUI/UXIntegration testingReporting feesTraffic feesHosting

Costs InvolvedCost Distribution (for webcam AR App)Percentage of Total CostCG Development35-40%Interactivity Programming30%AR engine license10-15%Integration5-20%Testing5-15%

Financial Feasibility of Augmented RealitySource: Augmented Reality : Real World View ( December 2011/January 2012) www.totaltele.com Seema Gupta

5 step framework to facilitate the marketer to generate leads on social mediaSetting Target with Augmented Reality Seema Gupta

ExplorationKey Measures: Visitors, Inbound links & FollowersDecision MakingKey Measures: Traffic on site, Share/comment/likes & Lead conversionPurchaseKey Measures: Orders, Revenue & Average order valueAdvocacyKey Measures: Repeat purchase & ReferralsBuyer StageSource: http://www.smartinsights.com/digital-marketing-strategy-guide/AR can be leveraged at the Reach Stage and also sustained through other stages to convert leadsDigital Marketing Plan with Augmented Reality Seema Gupta

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Despite its advantages, Marketers need to be aware of these limitations and be cautious while setting targets

Limitations of Augmented Reality Seema Gupta

Seema GuptaHow would you use Augmented Reality?

Read more on DigitalMarketingTadka.comAcknowledgement: Report on Augmented Reality by Aniket Batra, Ravali Reddy, Ravi Purohit, Arun Bagaria, Rohit Jaiswal (IIMB students)

Baarish @ IndiaMp3.ComMohammed Irfan & Gajendra VermaYaariyan (2013), track 2/16, disc 1/12013Bollwood Music375042.66eng - IndiaMp3.Com