What a fantastic article in Ad Age by the hand of Matthew Szymczyk.
There is little that I can add to it and judging by the number of comments on his post, a lot a people seem to have a strong opinion about how marketers and agencies are using Augmented Reality.
I have seen this happen time after time again. (Digital) technology being hyped and used without any link to marketing objectives. What is driving that?
Three potential causes:
1. the 'trendy marketer' briefing his digital shop to 'do an AR campaign', demonstrating that his/her brand is contemporary and understands today's consumers.
2. the digital shop selling solutions that are fun to do through fear: 'this is the new thing, everybody is doing this, if you don't do this you are being sooo old school!'
3. A combination of 1 and 2
The solution:
1. put your consumer's needs central
2. define smart business and communication objectives
3. as an agency and as a marketer judge any technology solution by its capability to help achieve the business objectives and put yourself in the place of the consumer.
The video examples demonstrate that AR has a lot of potential. Click on the title to see more.
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