AR gives you another tool in your belt when it comes to driving sales and enhancing brand value through mobile devices

Today's markets are driven more and more by the needs and desires of consumers. As technology advances, those desires change and it is crucial for a brand to keep pace with those changes. Augmented reality (AR) is an emerging trend within marketing and sales strategies, one that allows brands to give their customers unique experiences with the convenience of tapping into their mobile devices. Mobile has become one of the most significant media types through which consumers interact with brands and make purchase decisions. AR gives you another tool in your belt when it comes to driving sales and enhancing brand value through mobile devices.

1. Let customers try before they buy

Potential customers have always wanted to try products prior to purchasing them. Fitting rooms, cosmetic samples, automobile test…

"Brands have realized they need to create a compelling narrative that excites, surprises and inspires consumers, potentially through 'immersive' experiences" Bart Visser, Director of Brand Marketing Spark Networks SE

In preparation for the Brand Marketing Summit Europe, we are continuing with our interview series. Our previous interview featured Michal Szaniecki, Managing Director SEAT and CUPRA, Volkswagen Group. In this interview, we speak to Bart Visser to better understand what he sees as the biggest and most exciting marketing opportunities in 2019. To see the full range of incites from the speakers of the summit, take a look at Incite Group's exclusive whitepaper. Bart Visser is responsible for all global Brand Marketing efforts for Spark Networks SE, one of the global leaders in online dating. Among its top brands are EliteSingles, Christian Mingle, Jdate, eDarling, JSwipe and Attractive World. Operating in…

The latest trends and innovations using VR / AR and interactive video to keep an eye on in 2018

Video is by no means a new marketing innovation, but it seems to be on the rise and considered the number one content consumption channel. It is still regarded as a highly popular method to distribute content to increase engagement rates across all digital channels. According to HubSpot's State of Inbound 2017 report, video is the main disruptor for marketers, yet YouTube and Facebook video are the 2 most popular distribution channels that marketers want to introduce into their strategy in the next 12 months. However, it is important that these trends that are most popular are developed further with new and innovating ways to keep consumers engaged. [si_guide_block id="79375" title="Download Member Resource – Marketing Technology and Media Innovations guide" description="The…

Chart of the day: In a recent study on customer sentiments on virtual reality, by Ipsos MORI, they find that over 3 in 10 don't care about VR at all, and many think VR is just for gamers

VR devices are currently too expensive according to 66% of respondents and the majority (86%) would like to try VR before buying. The key findings as shown in the chart above include: Over half have an underground of what VR is and just under half are interested in experiencing it 6 in 10 believe VR experiences are made just for gamers Most find the devices are too expensive even though there are cheaper options available The research also found that over 6 in 10 (63%) of 16-24 year olds are positive of the technology, compared to just over 3 in 10 (33%) of those aged 55-75. Over half of…

Stay ahead of the curve with these essential 2017 retail trends

There are lots of exciting new digital technologieis for retail marketers to explore next year, including: chatbots, social commerce, Google Beacons and virtual/augmented reality. Retail marketers have had to be patient over the last few years. We all know the future lies in creating a seamless shopping experience between online and offline consumer habits. And we know personalised, targeted messages are the way to guide users from one habit to the next. The problem is, we don’t really have the technological means to do all of this in an integrated way yet. Despite all the talk and ambition, the necessary technology isn’t readily available, affordable or practical enough for retailers to implement on a wide scale. However, 2016 has felt like a genuine turning point for retail marketers. We’re almost there. 2017 could finally be the year retail marketing comes of age.

Chatbots are…

Virgin Holidays Case Study: How to use virtual reality to show off your product

Particularly relevant for travel retailers, virtual reality provides an opportunity to showcase their product in a way that was previously impossible. Perhaps it's the best new technology for the sector since the jet engine! This first example shows how can now take your customers under the sea, to the top of mountains and onto the sunniest of beaches without them having to leave the branch, as this 360° video from Qantas shows.

The Virgin Reality initiative

Many travel brands have started experimenting with using VR to let customers 'try before they buy', and have done so by creating 360° videos which viewers can pan around. We've got to admit, they're pretty darn cool, and a lot of fun. But technically, they aren't virtual reality.  Virtual reality means being able to look around the virtual world…

3 of the most important marketing trends shaping the travel sector in 2017

It is estimated that during 2016, total retail travel sales across the globe will reach $22.049 trillion, up 6.0% from the previous year. According to Statista, by 2019, the online travel industry is forecasted to grow to 762 billion U.S. dollars. Today, the majority of people use different websites during the travel purchase journey, either to find information about a destination, read reviews or to book travel online. August 2016 research published by the Association of British Travel Agents (ABTA) found that 76% of UK internet users had booked holidays digitally in the past 12 months. In the US, Emarketer estimates that 52% of travel bookers use online platforms to make their bookings. That makes digital marketing techniques like SEO, UX and Social Media Marketing absolutely critical to success in the travel industry. Keeping up with the…

Virtual Reality and Augmented Reality will transform from interesting gimmick to core marketing channel

Virtual and Augmented reality tech has already started to make waves in the world of marketing, but you ain't seen nothing yet! According to research conducted by Goldman Sachs, the market for VR and AR tech is set to explode in size, reaching a combined $35 billion worth of revenue by 2025. This may sound like a long way off, but it's only 8 years away- which will go quicker than you think! For marketers the really juicy segments in the chart are the retail, video entertainment and live events sections, which combined account for more than eight and a half billion dollars in predicted market size. There are a myriad of ways this kind of technology will prove a boon for marketers in all sorts of different industries - augmented reality dressing rooms for retail, showing prospects around a…

Travel, retail and brand examples of marketing with the new virtual reality headset

You will know that the Oculus Rift is one of the hot technologies for 2015. It came to prominence in March this year when Mark Zuckerberg announced Facebook's acquisition of the VR platform explaining that, as he sees it, it is much more than a new gaming platform. 'This is really a new communication platform. By feeling truly present, you can share unbounded spaces and experiences with the people in your life. Imagine sharing not just moments with your friends online, but entire experiences and adventures'. While no consumer launch date has been set yet, Oculus Rift Dev Kit 2, a developer version with headset has recently started shipping and it is expected to be released in 2015 with a price in the range of $200 to $300. At this price it seems inevitable…
Not long ago, virtual reality was the futurists' "mot du jour" before the underwhelming takeup of VR gloves, headsets and Second Life. Now, in 2009, I'm sure you've noticed, augmented reality featuring widely in the media. So as an update to for the next editions of my books,  this post gives a definition and showcases some examples. I'd love to hear about other examples too - particularly where AR is being used for web marketing. Definition of augmented reality marketing It's tricky to define AR since it's new and has many different applications and feedback mechanisms from data capture to user. But here's the one sentence definition of how I see it used in commercial web context - please put me straight! Augmented reality blends real-world digital data capture typically with a digital camera in a webcam or mobile phone to create a browser-based digital representation or experience mimicking that of the real-world Examples always work…

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