Growth Trajectory will be driven by crafting transformative messaging through Augmented Reality

Immersive technology to be the future of Brand recall, product review and Impulsive buying

Since the beginning of any form of entrepreneurship, revenue generation has been a prime focus of crafting any information (read messaging) that will transform the business into high growth. Every day as we evaluate our accounts keeping in focus on these three figures, the expenditure, the income and what has been the growth in comparison to any benchmark it has been set? This is applicable to all the business and every business have to look for an innovative idea that can keep them one step ahead of their competitor and be in pace with the industry they operate. The innovative idea should be able to generate a high level of pull for the increase in sales through crafting branding and promotion; needless to say, it has been an integral activity in the universal marketing programme. Today as per my insights I know many of the companies have taken long strides through the utility of Augmented Reality to get this pull thereby getting the customers to think without a blink to do an impulsive buying of the product or services they need. Despite being a cost-implemented proposition during the installation, the results are beneficial making marketers thankful for sales-driven satisfaction derived through Augmented Reality.

Now, what is this Augmented Reality? And why it is an important tool to attract? How does it keep your present and prospective customer’s eyeball focussed at the product? Going ahead what is the Marketing strategy do the Marketers have to implement so that there is a high degree of branding recall, impulsive purchase and stickiness to remain loyal to the core brand values. Augmented Reality, in fact, is an enticing tool for luring the customers to take interest in their product or services, which uses a technology that superimposes a computer-generated image on a user's view of the real world to add glamour and beauty, thus providing a composite view, which will behold customer’s attention and interest to buy the product

The term is complex and the question that arises in most of the minds is “What is augmented reality in simple words?” Explaining the same in the fundamental terms, the expression augmented reality, often abbreviated to AR, refers to a simple combination of real and virtual (computer-generated) worlds. Given a real subject, captured on video or camera, the technology 'augments' (= adds to) that real-world image with extra layers of digital information.

Augmented Reality (AR) makes the real-life environment around us into a digital interface by putting virtual objects in real-time. It uses the existing environment and overlays new information on the top of it unlike virtual reality, which creates a totally artificial environment and can be seen through a variety of experiences. Recent developments and myriad uses have made this technology accessible using a Smartphone which led to the development of a wide variety of augmented reality apps. At present marketing content pushed through Smartphone by the aggressive marketers have been creating mass awareness of the brands by jostling the clutter and strategic disruptions, going forward adding AR will assist in quick brand recall followed by reviewing the product, analyzing the users reviews , creatively enhances with psychologically-alluring innovative techniques it helps in changing the attitudes, buying behaviour leading to the ignition of impulsive or impulsive-cum-instant buying to drive sales growth for the companies who wish to adopt cutting-edge technologies for their aggressive marketing strategies.

Across the globe, the widely used Augmented Reality Apps are the software applications which merge the digital visual (audio and other types also) content into the user's real-world environment has become the most used tool by the Marketers across the sectors. Some of the most popular examples of AR apps include  ViewRanger, Google Translate, WallaMe, W.A.R , My Augmented Reality, Augmented Reality Compass, AR Compass 3D, Ingress, Instagram, Snapchat, Holo, Star Walk 2, Measure, MeaseureKit, IKEA Place, Vuforia Chalk, Thyng, Inkhunter, Smash Tanks, ARise, Euclidean Skies, The Machines, YouCam Makeup, YouCam Makeup, Mondly, SketchAR, Quiver, Civilizations AR, Google Maps, Google Lens, Just a Line, W.A.R., Sun Seeker, AcrossAir, Google Sky Map, Layar, Lookator, SpotCrime, PokemonGo etc.

In this dynamic world of Mobile users within the clutter of huge product aggressors, the marketers have realised that AR is a time-tested important tool in your belt that can be crafted with luring messages and tends to effective when it comes to driving sales and enhancing brand value through mobile devices. Today's markets are driven more and more by the needs and desires of consumers, which is inherent, very dynamic as the greed for upgraded products increases which makes every marketer incorporate an innovative push with effectively-crafted messages to enhance the brand recall. As the technology advances due to change in dynamics, customer tastes, consumer preferences, hunger for more, better than your peer attitude and moreover those desires also wavers as per the geographical sentiments thereby in consideration to these enterprising environments, a brand must keep pace with those energetic changes.

Another way of explaining is through the use of its utility applications. Some AR applications, such as Augment, a mobile app, enable users to apply digital objects into real environments, allowing businesses to use augmented reality devices as a way to preview their products in the real world. Similarly, it can also be used to demo what products may look like in an environment for customers, as demonstrated by various mobile companies who use augmented reality to allow customers to preview what their newly launched products might look like through the use of 3D models from all the sides giving a 360-degree look. In this mass collection of aggressively marketed mobile brands which is essentially a significant handheld communication tool, it is of utmost importance that a right choice is made and it cannot be done without a proper preview. Within few years Augmented Reality (AR) has become an emerging trend within marketing and sales strategies, as it allows brands to specifically craft selective messages to give their customers unique experiences with the convenience of tapping into their mobile devices on the basis of user targeting, and for them to preview during presales or for that matter for a trial look at any point of time, it gives him access and ability to interact with other customers in regards to brands usage and make purchase decisions through an immersive experience also resulting in driving sales and enhancing brand value through mobile devices.

Immersive experience has more become possible through AR technology and is here to stay and is ushering in the next Travel, Hospitality and Leisure (THL) or Tourism Revolution or for any sector or industry that matter. This new technology is opening up a realm of possibilities that the world has never seen before and is making improvements in industries that have not had a major technological shift in a long time. Above insights and incoming customer, reports suggest AR works better for a preview of the product and is prominently used for product demonstration in order to align or streamline its understanding for a prospective customer to feel it’s an actual utility on a trial basis, more often allow them to preview what their products might look-like at home through the use of 3D models, giving them an immersive experience with true effect in getting aware of its working and the utility of the product for them to make the right purchase

This is applicable to all the business but in the case of Travel, tourism and hospitality in order to have an eye on daily growth for the overall impact of the business. THL industry needs a high level of pull if you want to increase your sales through promotion and branding, which has to be an integral activity in your marketing programme. Few of the travel agents, to whom my friends had visited have experienced their prospective destination through the use of Augmented Reality sitting in the agent’s office and also felt the impulsiveness of booking the travel package. The world across the International tourism boards have tied-up with their authorised travel agents have made a simulator for their potential customer to experience their prospective destination for immersive visits and its surrounding zone simultaneously displaying the real-time and historic climatic conditions. This assures the tourist of the true effect of the destination at the time of their visit and can have the glimpse of the destination pre-hand with updated details to have a genuine experiential visit and be prepared in terms of the overall and complete experience of the same, thereby feeling satisfied with the visit to the destination. In the current pandemic lockdown, the AR can actually give you an immersive experience through your mobile or the desktop, by taking you virtually to your favourite destination,

In the real estate industry for an architect, a Virtual Reality (VR) is used to create a walk-through simulation of the inside of a new building, but going forward it is Augmented Reality (AR) that helps to give you the aerial view of the township, show the building's structures, enlarging the minute elements of the properties, look and feel of the structures, access to enlarging the other amenities of the real-estate property by the tools of the AR systems which is superimposed on a real-life view, eventually, the user gets a walk-through experience across the location thereby giving him full utility and overall fulfilment of experiencing his prized prospect before-hand.

India is on its way to become the world’s fastest-growing e-commerce market in Asia, driven by robust investment in most of the prospective sectors and a rapid increase in the number of internet users across the demographics and locations. Digitization is the main cause of large-scale business transformations across multiple platforms of B2B business, B2C and B2G ensuring unprecedented opportunities for profit creation, market capitalization, per head consumption, exponential growth in mass figures and unique aspect of market capture. Technologies which are constantly emerging like AR, VR and related utilities have been a great push in enabling retail businesses to garner more consumer interest thereby giving more opportunities to Customer interest, elevating the shopping and buying experience (it’s no longer a single brand preference, consumers are experiencing multi-brand utility, and simultaneously maintaining social distancing while also synergizing the day to day operations. AR has become a gas pedal to fuel the growth engine if used deftly with appropriate ideas that are innovative, targeting the focus segment with some extent ahead of the existing thoughts; it can give a super boost to business and revenue generation. Hence in this scenario for every business across the dimensions, one has to focus upon winning the right bid of creative innovation that can have a transformative impact on your emerging enterprise and hurl you ahead among the rest.