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How Pokemon Go and Augmented Reality are changing marketing

Since being released just a couple of weeks ago, Pokemon GO has taken the world by tempest. It's Nintendo'south 2nd release on mobile, based on their ever pop franchise about catching and collecting Pokemon, the small, fictional creatures. It's innovative, in that information technology uses Augmented Reality (AR) effectively, as well as taking a cherished franchise and putting information technology in the hands of millions of smartphone users. The concept itself is elementary. The Pokemon are pinpointed on a existent world map, and when you get to the location, y'all use your camera to see them in the 'real earth' via your telephone screen, and catch them.

All very well, just what does this have to exercise with marketing? Well, the app itself has been breaking records all over the earth since its release. It shot straight to the top of the app store charts on both Android and Apple tree, and just 7 days after information technology's release it had over xx one thousand thousand users active in a unmarried day. It'southward not only downloads, but the engagement is staggering too. The average user spends more than time per day using this app than any other, including the large hitters like Facebook. This means there is a huge, engaged audience out there, so advertisers demand to figure out how to reach them.

There'south something else about this audience that has fabricated marketers pay attention too. People of all ages have been downloading the app, merely a actually large portion of them are in the eighteen-24 age subclass. What makes this then special? Well this group is particularly hard to accomplish through traditional marketing avenues. They are the demographic most blind to banners, also as the highest proportion of those that accept advertizing blockers installed.

The app itself doesn't accept any ads displayed in the traditional sense, and there'due south no inventory for banners for advertisers to purchase. The game is currently making money purely from in-app purchases, but that's soon going to alter. The company behind the game, Niantic, will start allowing brands to sponsor locations. The idea is that Pokemon volition appear at their selected location, and depict users there. Then they can access exclusive offers, and hopefully spend money with the brands involved, whether it'due south a apparel shop or a restaurant.

Some local businesses have already been using the app every bit a marketing tool past thinking a fiddling outside the box. Rather than waiting for the partnerships and setting upward official sponsored locations, some savvy entrepreneurial spirits have been buying 'lures', which draw a number of Pokemon to a single location, and leaving them for other people to grab. The lures are reasonably priced, so it wasn't a huge outlay for any of the people who tried it, and some of them saw great results.

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1 Brooklyn based pizza restaurant did this, and according to reports, noticed a 75% increase in revenue for the period the lures were agile. Other places are taking different approaches, with some other American eating place called Char'south Pizza offer costless food to anyone who takes over their gym with whatever Pokemon with Char in the name. This probably makes no sense if you're not familiar with the franchise, but that doesn't matter also much. What matters is the huge potential for new marketing opportunities tied in with the increasing popularity of AR.

Non only this, it shows that innovative businesses and brands are more than willing to embrace new tech and make it work for them. It's a great approach to accept, equally so many other marketing channels are pretty saturated, whereas with new technologies there are new audiences and new means to market your brand. It as well shows the younger demographics that your brand is forwards-thinking and innovative, which in constantly evolving age of tech is of import.

Purely in terms of AR, the marketing potential is tremendous. What Pokemon GO has demonstrated is that, given the correct motivation, people will get out and use AR to interact with the earth around them. They just demand expert reason. Patently not every make can create something even shut to Pokemon GO, but they can think of new means to market towards this audience who are now spending a huge amount of time seeing the world through a screen.

This means you tin can prove your ads in more innovative means, and fifty-fifty make them more specific and targeted based on the individual user. And so, for example, rather than having a concrete billboard ad, you can just use the space to have something that the phone will browse using the camera, and show an advertizing that is super relevant to that user. It could even include a personal greeting, or video. As long as they're using these AR enabled apps, almost anything is possible given the right opportunities.

Exterior of AR, advertisers tin can learn a lot from the arroyo of the smaller businesses to these new marketing opportunities in general. The key is to be active and proactive when it comes to new tech and new paths to market. Whether that's looking into creating 360 banners, keeping an eye on the next massively pop app, or offering a twist on a traditional form of ad, it always pays to do something new, rather than just iterating on existing methods and styles.

Subsequently all, there'southward no way that the New York Post would exist reporting on a small pizza joint in New York if it wasn't for them being ane of the first to see the marketing opportunities in Pokemon Go. If you put your visitor at the forefront of a new blazon of advertising, y'all will get even more than coverage for your brand, and you'll stick out in the public's heed.

Of class, not every new marketing avenue is well suited to every brand or company. For example, it'southward difficult to envisage how using sponsored locations in Pokemon Become would benefit an east-commerce shop. Conversely, it would be difficult to imagine how a 360 Banner Ad would do good a pizza store in New York.

The absolute key to success with new advertizement tech is to employ something that fits your business well. This ways constantly keeping an heart on the market, and diverse trends, and jumping on one that fits as soon as it feels right. Don't expect for someone else to do information technology. Try to be the get-go, the most innovative, equally this will be rewarded in the long term.

Iv Rising Marketing Methods

Microlocation Marketing

This is something that has been around for some time, simply only now is the potential beginning to be realised. When used effectively, it can combine the cost and immediacy of online shopping with a great, personalised in shop experience. Here's what a buyer's journey could look like when it's properly implemented.

There are, and will be, more than inventive ways to use this applied science likewise. Anything from 'treasure hunt' type challenge to recognising a customer's usual pattern through a store and giving them specific offers based on what they usually buy, it'due south possible for marketers to spring on this tech before information technology becomes as well commonplace.

Snapchat

Snapchat has grown massively over the terminal few years, and is projected to take over Twitter and Pinterest in the U.s.a. this yr. This is an incredible achievement for what started life as a fairly niche photograph sharing app, where the USP was that photos cocky destruct after a gear up flow of time. They worked difficult to offer something dissimilar though, and now with video and various filters like the eponymous confront-swap, they are more popular than ever.

With such a massive user base, marketers are eager to utilize the platform, although nosotros're withal at the point where very few brands practice it genuinely well. Users tin find and follow various companies, as they would on Twitter, but it's a footling more difficult to find the ones worth following. Those that are nailing information technology, though, are accessing the most difficult of audiences (18-24 year olds) and really engaging them.

The platform'due south strength is actually creating and maintaining make awareness, as well as promoting temporary offers and humanising your brand. Y'all can as well offer people a more honest, behind the scenes look. Something unpolished, raw and relatable. This kind of content can be huge, and all-time of all, doesn't have more than a few minutes planning and grooming. Whichever fashion you use information technology, just remember that you're communicating directly with your audience, so be personal.

Periscope and Facebook Live

Brands are starting to use both Periscope and Facebook Live to stream live content, but like Snapchat, there are merely a few doing it well, which leaves enough of room for new companies to jump aboard and introduce. Facebook Live take actually started to pay some brands to utilize their platform, and so conspicuously think it's tech worth investing in.

Again, similar Snapchat, live streaming is dandy for make exposure. In many respects, the format is even more honest, raw and unpredictable, as it's all alive. It likewise makes the user feel special, like they're office of something unique, so think about how you can use these aspects to your advantage. Exercise it quickly though, as more and more brands volition start to exercise the same.

Virtual Reality

Still a relatively new piece of tech, the opportunities for VR advertising and marketing are fantastic. The adoption rate on the equipment is still relatively depression, just over time more and more will buy into it, and information technology will exist cheaper to get hold of a headset. Then we volition see its truthful potential existence explored.

Brands are already using VR effectively though, equally information technology allows them to create really unique, immersive and interactive experiences. Whether information technology's a holiday company taking people to somewhere else in the globe without leaving their sofa, or a car company showing off their latest model, information technology'due south something that the user will remember.

With VR, it's all about selling the user into an feel. As long as it relates in some way to your brand besides, you're going to go people interested. Again, equally the tech is still in its infancy, it might be worth experimenting now, before it becomes ubiquitous.

Conclusion

Pokemon GO has sparked life into the utilise of AR and mobile gaming, which in turn has fabricated the marketing industry stand up and take notice. After all, if these innovative and effective ways to advertise can come from a simple mobile game using AR, where else can they be establish?

It's a sign that marketers and advertisers, more than always, are willing to encompass new technology and new methods in club to reach their audiences, whether that's something like Pokemon Go or software that totally streamlines their ad product. Advertizement and technology take always gone paw in hand, simply endeavour to make sure you're one of the brands leading the accuse.

If you want to learn more most innovation in advertising, you can download our ebook on the field of study.

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