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The Road Ahead For AR And VR In Marketing

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Sunil Kumar Singh, Managing Editor at Mediaquest Corp touches on the use of Virtual Reality and Augmented Reality in the Middle East’s marketing industry…

“There’s a lot of noise on whether the disruptive digital technologies, namely Virtual Reality (VR) and Augmented Reality (AR) are just another buzzword bandwagon or are they something marketers should actually be paying attention to.”

Before I go deeper into it, let’s get a quick overview of what exactly AR and VR are. In plain terms, VR is an immersive multimedia or computer-simulated reality that offers consumers a 360-degree digital environment in a 3D world. This is most commonly experienced through specialised glasses or head-mounted displays.

AR, on the other hand, refers to the integration of the real-world environment that is augmented (or supplemented) by computer-generated images or sensory input such as sound, video or graphics. While VR offers a more immersive experience, AR lets users experience the world around them and adds additional digital elements. A widely known example of this technology is the Pokémon GO application.

Improving customer journey

Many of the most valuable brands globally have created some form of virtual or augmented reality experience for their customers or employees. The AR/VR ecosystem is being used by brands to deploy new experiences and thus to improve the customer journey.

IKEA, for instance, has deployed AR technology in its marketing strategy by developing a table as part of its concept kitchen that suggests recipes based on the ingredients on the table.

Beauty specialist Sephora, leverages AR allowing customers to see what they might look like with different shades of lipsticks or types of eyelashes before they actually buy the product.

Some time back, Mercedes had deployed 360-degree VR in its marketing strategy by showing off its latest SL model with a virtual drive on the Pacific Coast Highway in California. Many other automobile brands, such as Ford, Volvo, Volkswagen, BMW, Audi, Porsche, KIA, Lexus, Chevrolet and Honda too have been using these technologies not only in designing their cars, through these technologies, potential buyers can check out the latest models or test drive the cars.

Travel and tour operators to are applying VR to immerse potential travellers into destinations. Expedia for instance, is bringing the VR technology into the booking experience that will enable travellers to use VR to choose the right hotel room for them.

Enriching brand experience

Immersive technologies such as AR and VR can be the new gold standard for brand experiences. While the focus of VR is on experiences and emotional engagement, AR is more commonly used for product trial and utility. In both cases, they can create fully immersive environments as well as deeper brand associations in the minds of consumers.

In case of the retail sector for instance, AR and VR offer a number of solutions for customers. For one, they allow customers to make more informed buying decisions as they visit stores, which can increase the buyer conversion rate. AR/VR offer retailers many solutions such as pre-plan shopping trips, brand differentiation, information delivery, in-store engagement, product customisation, experiential product activation, group entertainment experiences, live streamed VR lectures and events, virtual stores and at-home try-on and training workshops, among others.

So far so good, It’s safer to conclude that both VR and AR have the potential to offer viable ways for brands to engage emotionally with consumers as well as to help brands increase ROI. While brands in many industries are gradually waking up to new opportunities, a full-scale mass adaptation of these technologies is still far away.

However, as consumer expectations are evolving, in order for brands to leverage such technologies for the fullest advantage, these technologies must be implemented strategically with pre-defined marketing objectives. The application of AR/VR must establish an emotional connection with consumers not only to enhance a consumer’s brand experience, but also strengthen brand loyalty and drive social media engagement. Or else, AR/VR risk ending up as a mere entertainment tool.

After all, staying relevant has always been harder for technologies!

The Content Hub launches specialist divisions

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Dubai-based content creation agency, The Content Hub has launched two new specialist divisions, The Yachting Hub and The Wheel Hub. Founded by Sam Richomme who most recently worked as CEO of Lux Media Group and Damien Reid who most recently was contracted by Lux Media Group to contribute for Edgar, Altitudes and Yachts Emirates, the two divisions will offer publishers and marketers ready-to-publish content packages that can be used on all communications channels including print, web and social media. The Yachting Hub will focus completely on yachting and yachting lifestyle while The Wheel Hub will focus on motoring and automotive content.

“Between the devil and the deep blue sea, the media industry’s growing need for immediate and top quality content are at odds with the industry’s continual drop in editorial budgets,” says Sam Richomme, Founder, The Content Hub. “The Wheel Hub and The Yachting Hub caters to the needs of today’s publishers to cover all their media channels in one go, with affordable and immediate access to content produced by media professionals who are experts in their respective fields.”

Damien Reid, Founder and General Manager, The Wheel Hub continues, “The Wheel Hub represents the changing face of media and a solution for time-poor editors who in many cases are either a one-person shop, or worse still, are forced to juggle multiple titles on their own. In 90 seconds, an editor will receive long form and short form text to suit both print and online layouts, 15 to 20 images all resized and colour-corrected to suit, pic captions for every image, headlines, sub-heads and pull quotes. We even include a 60-second, Instagram-friendly video with all the hashtags for their social media. There are no contracts to sign, no chasing late payments through accounts departments and no VAT paperwork issues as the PayPal process is as simple as ordering a home-delivery meal.” 

ASDA’A Burson-Marsteller makes new appointment

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Dubai-based PR agency, ASDA’A Burson Marsteller (BM) has appointed Erica Alkhfaji to the role of Head of Finance Practice. Erica previously worked with FTI Consulting as Managing Director and most recently with EKP Consulting as Executive Director, where she worked with brands such as PwC, writing trade-related research reports and digital content, and Google to conceptualise and implement innovative projects. In her new role, she will manage specialist PR services including investor relations and communications surrounding transactions, IPOs, and regulatory filings as well as drive new business growth and manage relationships with blue-chip clients in the financial sector.

“With global players increasingly looking at the Middle East for growth, local firms looking at market listings and governments throughout the Gulf seeking to privatise large enterprises, the outlook for the already vibrant finance sector is extremely healthy,” says Erica. “I’m excited to be working with the team here in the Middle East in building on ASDA’A Burson Marsteller’s excellent reputation for providing world-class financial PR.”

Golin MENA appoints new Associate Manager

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Dubai-based PR agency, Golin MENA has promoted Audrey Fernandes to the role of Associate Manager. Having joined Golin MENA in 2016, Audrey most recently held the role of Public Relations Associate. In her new role, she will work with the technology team to design and execute strategic communication plans for Golin MENA’s key clients across the Middle East. She will also oversee the day-to-day PR outreach activities of the agency and manage spokesperson profiling as well as thought leadership content creation for high-level placements in the media to drive the information market.

“Being a part of Golin MENA, with a growing list of leading clients and an energised and creative team by my side, has been an enriching career experience,” says Audrey. “In my new role, I aim to continue to demonstrate my potential.”

Dubai Lynx 2018 Jury Presidents announced

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Dubai Lynx 2018 jury presidents announced Dubai Lynx International Festival of Creativity has invited ten high-profile international jury presidents to lead the juries at the Dubai Lynx Awards 2018. Set to take place from March 11-14, 2018 at the Madinat Jumeirah Arena, the award aims to honour creative excellence and communications across 18 categories including PR, film craft, media and the newly launched healthcare award. Leading the panel of jurors will be John Mescall, Global Executive Creative Director and President Global Creative Council at McCann Worldgroup – Global, Nadja Bellan-White, EVP and Global Brand Management at Ogilvy & Mather, EMEA, and Sue Daun, Executive Creative Director at Interbrand, UK.

“Our juries are at the heart of the Festival, reviewing work from across the MENA region and the jury presidents play an extremely important role in guiding the discussions that define and award the most creative campaigns,” says Jose Papa, Managing Director, Cannes Lions. “Over the past number of years we’ve worked tirelessly to include highly talented women as leaders of these juries and I’m honoured to say that this year we have managed a 50 – 50 split of male and female jury presidents.”

Shayan Shakeel joins Arabian Business

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Arabian Business, part of ITP Media Group has appointed Shayan Shakeel to the role of Reporter. Having joined ITP Media Group in 2016 as Editor at Aviation Business, Shayan will now cover news on various subjects including technology, finance, aviation and emerging markets from across the GCC and wider Middle East, on the video, print and digital platforms of the weekly business publication.