Introduction to Alternative Reality Marketing
As marketers look for methods to bridge the post-COVID-19 gap between online and offline experiences, many are turning to alternative reality as an answer. Direct-to-consumer brands like CUUP and TULA, and legacy brands like Nestlé and Estée Lauder, are investing on this space, hoping to see big returns.
How Brands are Using Alternative Reality
Nestlé, particularly, is working with social AR marketing company Camera IQ, leveraging AR across Snapchat and Instagram to market over 40 of its brands. One recent example is a filter for Instagram and Facebook where users could break a KitKat Zebra candy bar in half by moving their head. This shouldn’t be the primary time brands have used AR and VR marketing efforts, but because the pandemic, many have given the mixed reality space a re-evaluation to compete within the social commerce race.
The Changing Consumer Behavior
The consumer behavior has modified endlessly, with people living through, expressing themselves, and sharing through the lens of their camera, even when going out into the world. This change presents a possibility for brands to participate and reach their audience in latest and revolutionary ways. The marketplace for alternative, virtual, and mixed reality is predicted to succeed in $30.7 billion by the top of the yr and surge to $300 billion by 2024, in line with Statista.
The Future of Alternative Reality
The AR/VR timeline mirrors that of all latest tech, slowly becoming more democratized and available to people. This threshold gets passed where suddenly, it’s a lower risk to leap into these latest platforms. The AR/VR gold rush is rooted within the promoting industry’s attempt at becoming more tech-savvy, preparing brands for the subsequent thing, whether it’s AR/VR, the metaverse, or something else.
Advice for Brands
Not all brands will compete on this space in big ways, however the “lowest hanging fruit” could are available the shape of face filters on social media or experimenting with microsites. The advice to brands taking their first foray into the tech marketing space is to give it some thought less like an ad and more along the lines of making community and adding to culture. The ultimate win is when it transcends and becomes a cultural moment that folks will remember.
Expert Insights
Rob Giglio, CMO at DocuSign, shared his thoughts on data privacy, distant work, and the long run of labor. He emphasized the importance of trust and transparency in data privacy, and the way DocuSign operates in accordance with fundamental privacy principles. He also discussed how the surge in distant work has led to a concentrate on creating easy, smart, and easy messaging that solves customer challenges.
Statistics and Trends
According to latest research from Demonstrate, a marketing and communications agency, most Gen Zers report feelings of physical and emotional symptoms attributable to stress. The report found that 77% of Gen Z expect to work harder than previous generations, 38% think work-life balance is vital, and 58% want to begin their very own business.
Conclusion
In conclusion, alternative reality marketing is becoming increasingly popular as brands look for brand new ways to succeed in their audience and bridge the gap between online and offline experiences. With the market expected to surge to $300 billion by 2024, it’s no surprise that brands are investing on this space. As consumer behavior continues to alter, brands must adapt and find revolutionary ways to participate and create cultural moments that folks will remember. Whether it’s through face filters, microsites, or more immersive experiences, the long run of different reality marketing is exciting and stuffed with possibilities.
