Introduction to Storytelling
Since time began, mankind has told stories. From tales passed down through generations via drawings, to television and gaming – storytelling has at all times taken various forms but regardless of the format, these stories inform, entertain and influence. Today, in our inherently social world, consumers demand interactive experiences. Screen fatigue and the increasing need for bespoke experiences has led to the rising popularity of virtual reality and augmented reality.
The Rise of Virtual and Augmented Reality
Pokémon Go proved the impact that AR can have on consumers at scale and since then the technology has unlocked a plethora of opportunities for brands. Brands including The Home Depot and Pottery Barn are currently working with AR formats to make an impact like never before. Marketers are integrating AR, VR and 360 video into campaigns more usually and seamlessly. Snap has more recently let brands purchase its popular AR lenses in a more automated, targeted way. AR and mixed reality on mobile is actually one to observe and we’ll see the technology increase from a nominal 10% of selling budgets as adoption grows.
The Future of Content
While we will’t say which formats we might be using to inform stories in a long time to return, we will bet that the long run of content is interactive. With such personal, immersive experiences it’s much more vital for marketers to have the best strategy in place and understand what their audience is more likely to want, need or enjoy before serving content. Without that experiences won’t be immersive but likely jarring to the purpose where you switch a consumer off. And when you’ve done that in such an immersive environment, it’ll be hard to persuade someone to return back and interact along with your brand again any time soon.
Serving the Right Purpose and Engaging the Right Audience
Immersive experiences, similar to more traditional promoting, must serve a purpose, whether it is healthier storytelling or connecting a brand’s deals to a consumer’s mobile wallet for his or her next purchase. Marketers need to make sure they don’t fall into the trap of considering that just using AR for the sake of it being a brand new thing to try will create an enticing or relevant experience. Regardless of the medium, stories at all times must be told. Consumers need to know where products come from and the way they will profit their life.
Understanding Consumer Motivations
Audiences must imagine they’re making their purchases on a deeper level as compared to others. They’re all about leaning forward in content and so they demand interactivity versus being talked at. Understanding what motivates a consumer and certain interactions, whatever their age or demographic, is important to interact an audience effectively. For example, we all know that younger individuals are more more likely to research certain products and types before making a purchase order. They seek the advice of reviews, make comparisons and search for validation from peers before buying something.
The Role of AR in Storytelling
AR provides a tool to serve brand messages and stories in a charming way that caters to the needs of this audience. It allows them to virtually try to experience the products they’re trying to buy of their real-time context. It tailors the experience to the person and allows them to interact with the product and brand. This signals the shift to ‘moments’-led marketing. By using human and machine-led insight, brands can construct personalised campaigns around these customer motivations.
Emotion in AR
Any good story strives to make an emotional reference to an audience. New ad formats aren’t any different. Whether it’s AR, VR or other internet advertising, brands should at all times keep the audience’s emotions in mind – what makes them completely satisfied, excited? What will make a difference to them? Introducing AR into on a regular basis campaigns can bring a brand’s narrative to life and reach consumers on a more personal level by making things relevant to their very own lives.
Conclusion
Storytelling is a millennia-old tradition for a reason and it’ll at all times be the premise of excellent marketing, regardless of the format. AR and virtual experiences are coming into their very own. We’re seeing the impact this technology can have and the emotional connections it will possibly help brands construct – if approached in the best way. However, without the best story or context, is it merely a gimmick? If I’m giving up a few of my precious time to interact along with your brand, I need to know that I’m getting something out of it; whether it’s to get information that can help me, inspiration for my life, giving me something that can add value to my purchases with the brand, and even just purely having fun with the experience.
Mark Melling is head of RYOT Studio, EMEA, Oath
