Dive into augmented reality for digital marketing
Dive into augmented reality for digital marketing
The latest buzzwords in a long line of digital trends, or the next innovation that will change the face of the market? The jury is still out over augmented reality (AR), the technology that superimposes computer generated images over a user’s view of the world.

You’ll be familiar with AR if you’ve ever used animated filters on Snapchat, or used the IKEA app to work out whether that particular model of wardrobe will suit your bedroom. The most prominent and interesting uses of AR have reaped huge benefits for brands – one example is Nintendo’s monster catching game Pokémon Go, which was the most profitable app in 2016, with over 500 million downloads.

By 2020, it’s estimated that there will be one billion AR users around the world. The market is estimated to be worth around four times that of the existing virtual reality industry. AR for shopping is already being used to let customers imagine products in their own living space – and yet the technology is not industry standard yet.

There are several ways AR can be incorporated into your marketing beyond the IKEA use case above, where your products can be projected into a user’s way.

Another way is to bring products to life using AR-enabled adverts. A still, static advert on a page or advertising board could become an animated catalogue or interactive 3D demonstration of a product.

The benefits of offering all of the information about your products to your customers without a need for them to leave the house – or even look away from their smartphone – is priceless.

Though it’s relatively new in the marketing world, AR is already capturing imaginations, particularly when using video. Though you usually only have a few seconds to capture your audience’s attention, AR can extend this window to around 75 seconds thanks to its immersive properties. Therefore, producing AR video content already places you in front of the correct people for a significant period.

It’s also immediately shareable and social-friendly, so perfect for spreading on Twitter.

Finally, AR can give those impulse shoppers a gentle push to turn them into a certain buyer, thanks to the ability to actualise a life with said product.

In order to survive the changes to digital marketing, you must adapt to new trends. If the statistics are anything to go by, AR is here to stay.

Why this is the year of marketing to millennials
Why this is the year of marketing to millennials
2018 marks a landmark year in the digital marketing world, and not just in light of recent scandals between Facebook and Cambridge Analytica and the implications for a user’s data security, or other widespread attacks on information via malware and other attacks.

No, 2018 is important because by the end of December every member of the so-called “millennial” generation will be old enough to buy themselves a beer.

In order to make sure you are reaching this crucial demographic with your digital marketing efforts, there are a few tools you should overlook at your peril:

Social Media

It’s an over-used cliche, that of the millennial addicted to Twitter and Facebook, but it has been shown time and time again that young people will turn to the internet alone to interact with businesses and brands. New updates to many of these platforms’ algorithms, however, mean it is more expensive than ever to reach your customers through these channels.

As a result, your strategy must focus on engaging content that incentivises sharing, so that you get the most organic bang for your buck. Turn your customers into digital brand ambassadors and they will do the work that sponsorship money would usually do for you – at just for a fraction of the price.

Video Content

Again, this should hardly be news to a seasoned marketer, but video content attracts 10 times the engagement of text or image based posts and is currently responsible for around 80 per cent of all internet traffic.

These rates are pushed up by millennials, particularly given the power of video to help create atmosphere and excitement among followers. You will also rank higher in news feeds by varying content and you will sooner capture the minds and imaginations of this demographic.

New Technology

Millennials have never known a world without the internet, and are also a tech-savvy bunch, so staying ahead (or at least keeping up!) with their appetite for new technology is key. There are all sorts of developments worth staying abreast of that can not only boost the reach of your marketing, but unlock new possibilities for your company too.

AI is a great example, with machine-learning techniques applicable to your data approach and enabling you to hone your messaging to match particular audiences. Elsewhere augmented reality – as used by popular mobile game Pokemon Go! and several brands like Google, Coca-Cola and Starbucks – can be a powerful tool, even though it is in its infancy.