The Journal of Advertising Research suggests that ‘Advertisements must kindle the emotion of viewers and not just strive for attention’. Marketing is the first bridge that links the customer to the producer and vice-versa. It helps in building long-lasting relationships that prove a brand’s worth. Hence, companies have begun digging for more effective methods of marketing that can take them closer to their customers.
Experts in the Advertising and Marketing Industry believe that cutting-edge technologies such as Artificial Intelligence, Augmented Reality and Virtual Reality can revolutionize the way a brand interacts with its consumers. In 21st century, driven by technological revolution, marketers have to abide by new and latest modes of conveying their message. In fact, the mode has now become more important than the message itself.
According to Statista, 46% of the global App Publishers have diverted their attention towards Playable Ads. So, what are playable ads? Imagine you are reading an e-book and an app pops out of your screen that allows you to play a shooting game – on the go! And if you like the game, you can download it and keep shooting! Brands have come too closer to consumers using the fast virtual media.
AI gives what a person exactly wants
Have you ever used the Amazon Shopping App? Amazon’s AI helps it understand customer, their choices and behaviours. It is true that Amazon has secured its leading position in the market by leveraging technologies such as Artificial Intelligence.
When a customer searches for some product, Amazon’s AI keeps reading the person’s likes and starts recommending other products that the customer is most likely to purchase. AI has proved its power to cross-sell and up-sell products and services.
Augmented Reality and its applications in Marketing
AR is the technology that makes one see products in their own place though it is actually not there. This technology has been adapted by Furniture Giant, IKEA. IKEA’s consumer experience platforms use a very advanced Augmentation technology that enables people to locate the furniture in their houses and feel its worth. Everything looks good in the showroom and this is not always true when taken home. That’s why companies have adapted AR to allow consumers to experience the presence of the product – they would possibly buy, in their own locations and set-up.
Marketing using Virtual Reality
Volvo tried this technique a year back. They have seen 29.6% growth in ad click by the use of VR in display advertising. Augmented Reality and Virtual Reality are almost the same, but in VR you can travel to places, you can see and feel the beauty of a location. It is true that no other technology, currently in the market, can provide the emotional experience that VR offers.
However, Virtual Reality is still a small kid in the marketing family. It has to grow up to its full potential and it may take a few years. As of now, businesses are keen to make use of AI and AR – and they are driving huge revenue growth through them.
