The downside to advertising has always been success tracking. Up until the advent of internet marketing and online ad platforms, nobody can guess whether an ad campaign worked. Despite what you see on TV or mass media, there are many different types of ad campaigns. The first campaign type is involved in merely raising awareness.
If you’ve ever driven past the highway and then there’s the black billboard with the white letters saying, Coming on December 2020, you probably were left wondering every time you pass by that stretch of road and look up to the billboard. A little bit of anticipation builds in your mind. What exactly do they plan to launch? What exactly is going on? That black coloring sure looks a bit mysterious.
Your mind is going through numerous thoughts, and this is what the marketers want you to go through because they are building anticipation. This strategy is called anticipation marketing, and it is often used to promote the launch of a new fashion product or movie. It is quite useful, but the problem is it’s tough to measure. How many people can the advertising agency say are put in a state of anticipation many months before the movie launches?
Another hard to measure yet vital marketing metric involves brand awareness. Maybe you have a logo, or you have a charismatic spokesperson, or perhaps you have a quote brand ambassador that you would like to put out there. Brand awareness is simply all about getting the perspective audience or members of your advertising target group to be curious about what your brand is about or what you have to offer.
All of this turns on the rule of seven in the advertising world. There’s a long-held belief that customers are not going to lift a finger to do anything regarding the opportunity you present to them until and unless they are shown your brand at least seven times.
This way, you think they can consider you as something familiar enough to be worth investigating. They’re more likely to look into you because you’re not a threat because of what you have to offer. You’re not something that came out of the leftfield, nor something that just dropped out of the sky.
There’s just something about the repeated contact they have with your brand that opens them up. This scenario all sounds great on paper, but the problem is, how do you measure its effectivity? Are you sure that the impression that the advertiser wants to create in the minds of the target audience members is what is being created? There have been cases where an ambiguous designed logo gets across all entirely different sets of messages than the advertiser had in mind.
In many cases, these messages conflict with each other or worse. Yet, in some situations, the word undermines the values that the advertiser would want the target audience members to associate with their brand. The problem is, in this type of marketing campaign, you only know that there’s a problem when it’s too late.
When people are posting nasty stuff about you on Twitter or people are poking fun at your brand and even releasing funny satirical mash-up videos. So many things that could go wrong when your building is on fire, and you’re the last person to know because you’re the last one to smell the smoke.
Augmented reality enables advertisers to build on the ad
The great thing about detecting the overall appeal of anticipation marketing and the effect of other marketing initiatives cannot be understated. The internet rewrote the rules. If you were a midsize firm or a large multinational corporation, you have to take your advertising agency’s word for it. A lot of advertising agencies are based on Madison Avenue in New York.
They would tell you that your campaign is raising a lot of awareness, so you just take their word for it. With the internet, you can track whether people are going to your website by monitoring the click-throughs. You can see whether people are loading the ads. When you take these many different data streams, and you add them together and mix and match them, you start seeing a vague picture of just how effective your campaign is.
Augmented reality enables advertisers to take things to the next level in terms of creating anticipation or brand associations and tracking interactions. Augmented reality opens the door to conversions. It’s one thing for people to start talking about what kind of products you are going to launch or praise your brand.
But until and unless they whip out their credit cards and buy stuff from you, you’re not already making money out of all that awareness that you are raising. Augmented reality opens new doors of opportunity in advertising because you control how your target audience members interact with the external reality of your brand. As they currently experience it, they tie it into online behavior or app-based behavior that you can track, optimize, and ultimately convert.
One example of such a campaign involves QR codes. So, you can set up different QR codes from different partner websites and target people who visit those websites. You can tell them to use their mobile apps to capture QR codes from a different site.
They can get discounts or exclusive limited-edition low-cost items from your online store. If they want to save more money, they can use QR codes from your actual brick-and-mortar physical stores to get hefty discounts. This way, you use augmented reality to bridge the disconnect between your offline presence and your online deals.
These and other unmistakable benefits make augmented reality an exciting opportunity in the world of advertising. Whenever you can change your customer’s behavior in the real world because you incentivize them to get data from brick-and-mortar sources to plug into the internet for online benefits, you leave your competition in the dust. This situation opens a whole new world of branding opportunities, all sorts of anticipation marketing and targeted or even personalized promotions.