When it comes to AR, we have to talk about marketing tools, which include traditional words, pictures and videos, and then develop new AR methods through technology. AR is essentially a newly born marketing tool.

Then using tools for marketing is about application scenarios, such as text spreading to users through text channels such as WeChat and friends circle. Video and short video spread through media channels such as volcano, watermelon and Youku. Then the marketing of AR will inevitably plan the application scenarios. In fact, the application scenarios of AR are much more special, because AR is essentially an upgrade of image display and interactive experience. Then the planning angle has more directions than traditional tools.

For example, because AR technology enables users to form a visual cognition of a product (3D objects or objects are observed by eyes), users will have a deep sense of immersion and participation by adding some interactive gestures of rotation and touch. Users will have a very good memory brand on products and brands in a short time. AR breaks the ice through quick eyes and interaction, which makes users and products form cognitive interaction at once. The experience cost of AR is much lower than that of VR wear, so the user's mobile phone client can complete the interaction. Greatly increased the imagination of product marketing planning.

This is better than the word class with long communication period but poor perception; And although the spread speed is fast, but the requirements are high, it has more advantages.

Well, this question is answered by VRAR, which is right for the taste ~ ~

To answer this question, first understand what AR marketing is.

AR marketing can actually be regarded as scene marketing. The three key points of scene marketing are: scene, data and emotion, and the scene is divided into user's consumption scene, advertiser's marketing scene and physical scene bearing media; Scenes can stimulate users' emotions, improve activity, frequency and duration of use, and generate purchase impulses; User's interactive behavior can produce a series of data. By integrating the collected user's interactive behavior data, the intelligent marketing driving force is formed by analyzing the feedback, and the potential users are mined in multiple dimensions, and finally the traffic circle of the merchants is spread.

Scenarios, emotions and data complement each other and promote the success of AR marketing. Facebook, a technology giant, is a good proof. Due to the introduction of AR application, Facebook advertising business brought in $26.9 billion in revenue in 20 16.

OK, back to the question, how virtual scenes and games stimulate consumption is actually the use of scenes. Overlapping interesting content and games with the real world and interacting with users can trigger users' emotions well, thus generating purchase demand. Here, there are many such cases.

Back to the question itself, how does AR marketing stimulate consumer demand through virtual scenes and games?

Use games to build relationships with users

William Stephenson and gofman developed the application of "game theory" into the process of communication, so the process of communication is also the process of playing games with the audience, and this kind of game can get some satisfaction.

AR has brought the spread of this game into full play in the use of marketing. Before Alipay launched AR real scene to find red envelopes, users were similar to the game process of experiencing map treasure hunting, and users scanned the clues of shops to find red envelopes. So a complete game communication was established. In 20 17, Tencent AR red packets reached 342 million users.

Some time ago, TFBOYS Roy endorsed AR marketing of Oreo cookies. You can play games by scanning all kinds of Oreo cookies. One cookie, many different cookies, and even a bite of cookies are all game entrances. Moreover, cookies with different shapes are recognized by AR, and they enter into different games. This is a typical combination of interesting games and scenes.

It is understood that since the event was launched, Oreos in many supermarkets are often out of stock. A Weibo netizen joked: "In order to unlock more games, I ate two bags of Oreos tonight!"

Create an environment for users with scenes

AR marketing can provide various consumption scenarios to improve the most "real" shopping experience for users. AR marketing combines online promotion with offline entity experience to provide users with product information. Previously, Sweden's Extreme Volt Company launched the AR advertisement "Open the Secret of Vodka". When the audience scanned the advertisement image with their mobile phones, the bottles on the screen of the mobile phones opened themselves. It seems that I really opened the lid myself, which makes people have a desire to drink it all at once.

These two cases illustrate that AR marketing can stimulate consumer demand through games and scenes.

AR has unlimited marketing potential.

Some people in the industry speculate that 30% of users' mobile phones will have AR capability in September 18, and it will reach 50% or even higher in two years. The popularity of these AR support devices will directly accelerate the embedding of AR as a new phenomenal consumption portal into people's daily lives.

Since it is marketing, the data can tell everything. For example, Alibaba's "Tmall Sweeping" activity last year, according to statistics, "Tmall" * * * was scanned1600 million times, and JD.COM used AR marketing, which increased users' page stay time and conversion rate by 10%. For example, the movie "Sansheng III" has carefully created a photo with the star Yang Yang's AR, and the number of interactive people has exceeded 200,000 in three days.

With the continuous development of social productive forces and artificial intelligence science and technology, the demand for AR/VR technology is growing in all walks of life. AR/VR technology has also made great progress and gradually become a new scientific and technological field. Now, more and more enterprises use AR/VR for brand marketing. So do you know all these things about AR/VR interactive marketing?

What changes will happen to the application of AR/VR under 1 and 5G?

From the technology itself, it will definitely bring about an increase in computing power and speed. At present, the application is limited and the loading speed is too slow, which is largely due to insufficient computing power and speed to support the existing model. In addition, it is the improvement of experience. =

2. How should brands choose AR/VR marketing?

It is recommended that you lay out AR/VR marketing in the long run, not as a one-time short-term marketing. It is undeniable that many people will understand AR/VR because of its new desire, but if it is short-term marketing, consumers may not have time to get used to and accept brand applications.

3. 1 What is the prospect of AR/VR marketing development within three years?

How can I put it? Because VR and AR need hardware as carriers, the existing equipment can not be widely used by ordinary people because of its high price or inconvenient carrying. Therefore, mobile applications are still popular at present. By carrying AR interactive technology on WeChat, applets and other platforms, while enriching brand gameplay, it can also enhance consumers' experience and conversion rate, and help the growth of brand private domain traffic.