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Trying to decide what colour to paint your nails is up there with all the other crucial, life-and-death decisions we face in life. Like choosing a pizza topping or a new Netflix series.
Trust me, this dilemma can actually be a pretty big problem for beauty salons. After all, the slower a customer makes a decision, the less time there is left in a day to squeeze in extra appointments.
At Facebook's F8 2017 event, the unveiling of augmented reality (AR) and virtual reality (VR) technology caused quite a stir.
Whilst the AR features showcased are mostly still in private beta, the VR stuff is out there now, though admittedly available to a more limited audience of Oculus Rift owners.
In this article, I'm going to look at some of the key functionality and what it could mean for marketers.
Snapchat is getting into the hardware game.
On Friday, the company unveiled Spectacles, a pair of sunglasses that comes equipped with a video camera that records clips, or Snaps, of up to 10 seconds.
Trendjackers as ever, we've already discussed Pokémon a plenty on the Econ blog.
But now I've caught up with Zappar co-founder and CEO Caspar Thykier, to give him his right to reply on the future for AR in the light of the gaming sensation.
Pokémon GO quickly drains your phone battery, crashes with alarming frequency, has a dodgy UI and is lacking instructions.
But still, the app is incredibly popular, with TechCrunch estimating 7.5m downloads in the US and SimilarWeb reporting 60% of these downloaders as daily active users. Nintendo's value, unsurprisingly, has sky-rocketed.
So, with augmented reality (AR) a big part of the game (enabling you to see and catch Pokémon), is this a breakthrough moment for AR?
Healthcare marketing might not be one of the most obvious applications of augmented reality (AR) and virtual reality (VR) technology.
However a new GlaxoSmithKline (GSK) campaign shows the very real potential.
Augmented reality and virtual reality are the source of growing buzz.
For brands interested in exploring them, which is the more worthy technology?
Everybody loves buying a knick-knack, drilling a hole or wielding a tool in the garden.
After last week's post on IKEA creative was well received, I've stuck with the home improvement theme and rounded up 10 marketing campaigns from Lowe's.
Personally, I think 2014 was the year when the hype around digital technology in retail stores crested a wave.
By 2015, I was writing fairly sceptical posts about the screens in the corner that nobody uses.
However, now that the noise around kiosks, beacons and mobile loyalty has died down, it seems a good time to assess the landscape.
I’m going to nail my colours to the mast. I think augmented reality (AR) technology is already big and can be massive.
The only thing is, I don’t think its best use is in augmenting reality, per se.
Where AR apps have a big future is the creation of a ‘physical world domain’. That’s a phrase used by Ambarish Mitra, CEO of Blippar. It essentially means using objects as the physical keys to information or rewards online.
Blippar signed up with Pepsi and Coca Cola recently and this feels like a game changer. With QR codes failing to be implemented properly in many cases (with bad placement, instructions, URLs, or landing pages), the company could be well-placed to own the discovery and reward space.
FMCG (fast moving consumer goods) feels like a proving ground for this technology (and all reports of the number of scans are good, so far), with immense numbers of units providing marketing real estate to rival any other ‘channel’.
So why might it be so powerful as a tag or key, but not as augmenter?
Mobile marketing trends come and go, just like the changing of the seasons and the tides of the sea.
Some stick around and become established marketing channels in their own right, such as SMS or mobile apps, but all too often new mobile technologies burn brightly for a short period before withering and dying.
With this in mind, I’ve rounded up three mobile marketing trends that have so far failed to live up to the hype. I’m not saying they’re dead yet, but they’re on shaky ground.
For a similar grumblings about mobile trends, read my post looking at 12 usability flaws that are spoiling the mobile web.
Or alternatively, expand your knowledge of this topic by downloading the Econsultancy Mobile Marketing and Commerce Report 2013...
Since 2009, the British Museum has educated youngsters in Bloomsbury via its Samsung Digital Discovery Centre (SDDC). It’s free, and is the most extensive on-site digital learning programme of any UK museum.
I went along to the British Museum last week to see the launch of a new image recognition and augmented reality (AR) app, A Gift for Athena, helping kids to engage with the museum’s Parthenon gallery.
The app, built by Gamar, is simple in premise and use, but also a lot of fun, showing that augmented reality can succeed when applied in the right manner.
In this post I’ll discuss why the app works, and what’s needed to succeed with AR.