Talk about the four key impacts of AR on brand marketing

AR technology is no longer a novelty application, whether it is in the computer field or the Internet industry, it is a very popular technology. Nowadays, AR technology has begun to enter the field of brand marketing. Let's talk about the four major influences of AR on brand marketing.

As the first black technology to realize cash, AR benefits from the exploration of AR in brand marketing. In marketing, AR technology is uniquely advantageous.

AR brand marketing, changing the passive situation of advertising. Instead of not resisting advertising, users have turned on their mobile phones, scanned AR icons, and participated in AR marketing.

This is a subversive change for brand marketing. AR scene marketing is booming, helping to upgrade the technology in the marketing industry. Major brands began to take advantage of AR to carry out new marketing for entertainment interaction.

When the new media marketing smashed a piece and became a bloody red sea, AR scene marketing began to be loaded into the marketing strategy of many companies in the new quarter, becoming a marketing tool for the major brands to make a fortune.

This is due to the accumulation of AR technology, the improvement of infrastructure and the development of user education.

The development of artificial intelligence image recognition and big data has promoted the maturity of AR technology. At the same time, the market share of Chinese smartphones has increased, giving AR a runway. According to data from the authoritative market research firm GARtner, in 2017, China's smartphone sales accounted for 96% of the total mobile phone market. This undoubtedly laid a good hardware foundation for AR marketing.

In addition, earlier in the hot Alipay AR Jifu, AR red envelope and other national AR sports, in one fell swoop of AR gameplay, to help AR brand marketing companies to do enough user education.

Everything is in place, and the east wind is coming. AR scenario marketing benchmarking traditional marketing will also optimize new media marketing.

Ant special work is the pioneering army in the field of AR marketing. At the same time, it is also the “Gold Partner” of Ant Financial and the first batch of partners of Alipay AR, which realizes many AR marketing cases.

Here, the reporter interviewed Lin Zhijian, the founder of Ali, and the founder of Ant Agents, to conduct an in-depth analysis of AR scene marketing and take stock of the four major impacts of AR on brand marketing.

First, break the homogenization of marketing dilemma, in order to stand out

Nowadays, homogenization of advertising has become a brand injury. Consumers’ aversion will affect products and reach brands.

In 2017, more and more well-known brands realized this, changed direction, and gradually transferred funds and energy to AR advertising. The highly technical AR marketing also repeatedly seized hot spots. For example, Procter & Gamble, Weiluoshi, Pulsating, Schwarzkopf, and Coca-Cola's products have launched differentiated AR scene marketing, all of which have been attacked by ant agents, causing many concerns.

Lin Zhijian, CEO of Ant Agent, said that AR technology itself is very forward-looking and has a hot topic. The second social communication brought by AR brand marketing is the most eye-catching in the current marketing circle.

First of all, AR marketing is visually strong. In the AR marketing case of Ant Agent, the scene display effect of 3D avatar, and interactive product experience, AR marketing can always become a visual focus in a group of product marketing.

Secondly, AR marketing achieves the fusion of auditory senses, spatial sound effects and physical interaction. The multi-sensory participation in AR marketing can attract more attention from consumers.

Finally, the innovative AR marketing method has the ability to call in the community, which is the result of a fanatical communication. In AR marketing, Ant Agents combines creative AR and 3D art to facilitate the joint interaction between brands and users. When AR marketing is closely linked with consumers, it naturally forms a social hotspot and spontaneously drives the secondary development of brand marketing.

I have to mention that Ant Agent believes that AR marketing should not be a luxury, it is easily available to all kinds of companies in various fields. After that, ant agents will continue to help standardize the AR marketing industry and promote the transparency and cost-effectiveness of AR marketing.

Second, please consumers, in fact, fans pull new, vip revitalization, goodwill build, transaction acceleration

AR marketing is essentially an interactive entertainment. From the consumer's advertising experience, they are no longer the ones that are fed. They changed roles and became enjoyrs.

AR marketing is a model for pleasing consumers. Lin Zhijian, CEO of Ant Agents, said that AR can carry out interactive scenes in the field, and the pleasure brought by the interweaving of virtual and reality can be a benign driving of consumers, from experience to paying for marketing.

AR marketing focuses on experience, and natural and easy interaction can please users, accumulate brand goodwill and promote conversion. But ant agents are not limited to this, and further explore AR game interaction. In "Alipay Cashless Week", Ant Agent developed a gold mine cloud game, immersive AR game experience, plus simple and direct game reward feedback, can be said to be a double teasing of AR marketing. At the same time, as a provider of entertainment interaction, the brand will also win the consumer's goodwill and promote users to make consumer decisions.

Lin Zhijian, founder of Ant Agent, is well versed in the ultimate goal of AR marketing to please consumers, that is, to pull new, revitalize, promote and promote. At present, brand aging is a rich disease of traditional brands and big brands. Nowadays, major brands have joined forces with the AR technology team to enhance brand vitality, attract young people and build new core consumption power through innovative AR marketing methods. At the same time, AR marketing can also revitalize vip and drive secondary consumption.

In addition to helping old brands to carry out brand iterations, AR marketing is equally applicable to young brand marketing. AR marketing can deepen the consumer's brand memory and accumulate brand goodwill. A good first impression was established, and consumers remembered this new brand, which is equivalent to winning.

Third, open online and offline, AR marketing development is the potential of physical scenes

This year, the big players are rushing to new retail. What does it mean? Very clear, online and offline, and finally to go together. Single-handedly fighting, and finally died.

The same is true for marketing. Only by connecting online and offline can the marketing potential be fully developed. Traditional industries such as shopping malls, halls, restaurants, hotels, 4s, etc. still have huge offline traffic. But the closure of outdated marketing directly leads to poor experience and slower extension.

AR scene marketing, through the line and offline, to achieve drainage and sales. Ant agent Lin Zhijian also mentioned that AR scenario marketing is a new marketing, directly screwing online and offline marketing into a rope, and using the new technology to develop the huge potential of physical scenes.

Once the offline AR scene marketing is launched, it will form a benign ecological closed loop, to store diversion, virtual marketing and on-site consumption, which constitutes a complete economic chain and promotes consumption transformation.

Fourth, AR marketing is borderless, it is about the possibility of the future

The borderlessness of AR marketing can be divided into four aspects: AR interactive marketing, AR social marketing, AR e-commerce marketing, and AR brand public relations.

The thick accumulation of ant agents in interactive and social AR marketing has made this team handy in AR e-commerce marketing and brand public relations. Nowadays, in the announcement of "Sansheng III" and "Dunkirk", Ant Agent provided AR technical support and scored 200,000 hits in three days. In addition, Ant Agent promoted the AR brand promotion for the Alipay line.

In the recently held "Flying Sky. Smart" Yunqi Conference, from the pre-conference AR-LOGO guidance, AR photo studio, venue AR-ant forest fun interactive to the future smart restaurant, ant agents injected a significant AR technology.

In addition to the lack of borders in AR marketing, it is reported that the Ants Special Union will launch a unique shared AR marketing platform in the near future to assist AR services, accelerate the future of AR, and help the intelligent process of the future world.

Zuckerberg predicted that both AR and VR will become the strongest realistic and virtual interactive platforms in 5 to 10 years. Whether it will come true or not is still unknown. But what is certain is that the AR technology that will become the global killer innovation will continue to surprise the world and innovate the future.

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