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i) Four attributes that lead to a Market getting cluttered with Brands and their communications
ii) Augmented Reality as one of the sublet of ‘How’ attribute
iii) What kind of industries should opt for ‘Augmented Reality experience’ to their consumers?
Breaking the Clutter: An opportunity for Marketers
Author- Jasleen Kaur Gumber Page 2
1.1 Challenges Marketers Face
“You cannot walk down the street without being bombarded” - Bob Garfield, Advertising Writer
"I think the biggest issue everyone faces—regardless of the industry—are customers suffering from information overload and cutting through that clutter," says Pam Nochlin , Marketing Creative Manager for Citi Cards, the credit card division of banking and financial services provider Citi. (Reference- September 2, 2014 at http://www.targetmarketingmag.com/article/marketings-biggest-challenges-1-cutting-through-clutter/1)
Could we remember how many marketing messages we've seen or heard since we woke up this morning? Probably the answer is no. Messages stemming from advertising, promotions, PR, direct marketing, and salesmen are everywhere. We encounter them on our way to work, in newspapers and magazines, stores and restaurants, when watching our favorite sports, looking out of an airplane window, or even while socializing with friends. As a consumer, it is impossible to keep track of everything marketers are trying to tell us. This abundance of marketing messages is often referred to as Clutter. Clutter makes consumers less likely to pay attention to marketing messages. What is more, clutter breeds avoidance behavior and skepticism, which makes consumers more likely to actively resist marketing messages. Clutter is a function of Four attributes- What, When, How and Why?
1. What- What is the brand trying to drive through its Marketing communications? It might range from Brand Promise to promoting specific products and technologies
2. When- When are the communications established in the market? Is the communication scheduled only brand is facing crisis like- decrease in market share/ sales/ brand recall?
3. How- How is the brand talking to the consumer? Which all channels are deployed- print, online, TV, etc?
4. Why- Why is the brand communicating what it is communicating with the consumers? Is the objective brand awareness or Consumer engagement?
Breaking the Clutter: An opportunity for Marketers
Author- Jasleen Kaur Gumber Page 3
Shuffling within these four attributes and the sublets brands discover different permutation for themselves which might affect the marketing results by minimizing the clutter effect in the market. For E.g. - Brand A Corp is in consumer durables and relies heavily on ‘Print’ under the ‘How’ Attribute. ABC realizes the print medium is getting saturated with the advertisement from the industry and creating a clutter. A Corp should then map the four clutter attributes of their brand with communication. An example is shown below for their competitors- B Ltd and C &Co
A Corp B Ltd C & Co Attributes
What Product Sales
Promotion Product
When Seasonally Continuously Continuously
How Print Print/ Online Print/ Outdoor
Why Consumer Engagement
and Brand Recall Increase Sales
Consumer Engagement and Brand Recall
In the given scenario, a shuffle in the attributes can decrease the clutter created by competition for A Corp. Understanding the customer attributes to marketing is the first step to measuring the amount of clutter, consumer is getting bombarded with. If A Corp tries to embrace platforms like Online and Outdoor more extensively it will face lesser competition from both competitors put collectively as in Print. This framework would also help marketers to explore newer opportunities to connect and communicate with the consumers.
Breaking the Clutter: An opportunity for Marketers
Author- Jasleen Kaur Gumber Page 4
Clutter Attributes
What
*Brand Message
*Brand Promise
*Product Information
*Brand Awareness
*Sales Promotion offers
*Value Proposition
When
*Contunuously
*Periodically
*Seasonlly
*During Sales Dip
*Based on Budget allocation
*Competition dependent
How
*Print
*TV
*Radio
*Outdoor
*Online
*Ambient
*Direct Mailer
*Augmented Reality
Why
*Increase Brand Recall
*Prompt Customer Engagement
*Increase Sales
*Consumer Perception Change
*Comsumer Awareness
*Brand Building
Breaking the Clutter: An opportunity for Marketers
Author- Jasleen Kaur Gumber Page 5
1.2 Introduction to Augmented Reality
There are a lot of newer ways to connect with your consumers amongst the prevailing heap of brand communication and one of the most effective and upcoming is the use of Augmented Reality. Abbreviated as AR, AUGMENTED REALITY is a type of virtual reality that aims to duplicate the world's environment in a computer. An augmented reality system generates a composite view for the user that is the combination of the real scene viewed by the user and a virtual scene generated by the computer that augments the scene with additional information. The virtual scene generated by the computer is designed to enhance the user's sensory perception of the virtual world they are seeing or interacting with. The goal of Augmented Reality is to create a system in which the user cannot tell the difference between the real world and the virtual augmentation of it. AR is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. It is related to a more general concept called mediated reality, in which a view of reality is modified (possibly even diminished rather than augmented), by a computer. As a result, the technology functions by enhancing one’s current perception of reality. By contrast, virtual reality replaces the real world with a simulated one. Augmentation is conventionally in real-time and in semantic context with environmental elements, such as sports scores on TV during a match. With the help of advanced AR technology (e.g. adding computer vision and object recognition) the information about the surrounding real world of the user becomes interactive and digitally manipulable. Artificial information about the environment and its objects can be overlaid on the real world. The key to augmented reality is the software. Augmented reality programs are written in special 3D augmented reality programs such as D'Fusion, Unifye Viewer or FLARToolKit. These programs allow the developer to tie animation or contextual digital information in the computer program to an augmented reality "marker" in the real world. Today Augmented Reality is used in media, entertainment, military training, engineering design, robotics, manufacturing and other industries.
Breaking the Clutter: An opportunity for Marketers
Author- Jasleen Kaur Gumber Page 6
1.3 Origin of AR
From 1957, a gentleman known by the name of Morton Helig began building a machine called the Sensorama. It was designed as a cinematic experience to take in all your senses and, shaped, rather like arcade machine from the 80s. It blew wind at you, vibrated the seat you sat on, played sounds to your eyes and projected a form of a stereoscopic 3D environment to the front and sides of your head. It was supposed to be impressive with its demo film of a cycle ride through the streets of Brooklyn but it never sold commercially and was very expensive to make films for largely because it involved the camera man having three cameras strapped to him at all times, and while it was really more an adventure in full virtual reality, there are clearly elements of AR involved with both the devices in place between the user and the environment and that fact that the environment itself was, itself, the real world viewed in a real time situation - even if recorded.
In 1961, Philco Corporation engineers developed the first HMD known as the Headsight. The helmet consisted of a video screen along with a tracking system. Then they linked to a closed circuit camera system. Then somewhat similar HMD was used for helicopter pilots. While flying in the dark these were of great help.
In 1966 Professor Ivan Sutherland of Electrical Engineering at Harvard University invented the first model of one of the most important devices used in both AR and VR (Virtual Reality) today - the head-mounted display or HMD. It was a monumental piece of kit that was too heavy for the human head to actually bear and so hung suspended from the ceiling of the lab instead which was how it got its nickname as The Sword of Damocles. Being early in the scale of computer technology, its graphical prowess was fairly limited and provided just simple wireframe models of generated environments. Nonetheless, it was the first step in making AR a usable possibility. (Exhibit- 1 shows the picture sketch)
While it might have been around for a few years in one shape or other, the phrase Augmented Reality is supposed to have been coined by Professor Tom Caudell while working in Boeing’s Computer Services' Adaptive Neural Systems Research and Development project in Seattle. In a search to find an easier way to help the aviation company’s manufacturing and engineering process he began to apply virtual reality technology and eventually came up with some complex software that could overlay the positions of where certain cables in the building process were supposed to go. It means the mechanics didn't have to ask or try to translate from what they found described in abstract diagrams in manuals.
Breaking the Clutter: An opportunity for Marketers
Author- Jasleen Kaur Gumber Page 7
At the same time, in 1992, two other teams were made big steps into this new world. LB Rosenberg creates what’s widely recognized as the first functioning AR system for the US Air Force known as Virtual Fixtures where fixtures were what he described as cues to help guide the user in their task and did so in very big letters.
A second group, also fond of capping things up, made up of Steven Feiner, Blair MacIntyre and Doree Seligmann - all of whom now lead in the field of AR - submitted a paper on a prototype system they called KARMA (Knowledge-based Augmented Reality for Maintenance Assistance). The team from Columbia University built an HMD with Logitech-made trackers attached to it and the object they were dealing with - a printer. The project was then to develop 3D graphics of a ghost image to show people how to load and service the machine without having to refer to instructions. The paper went down rather well and was widely cited within the science community. And just to prove it’s not all work, work, work, AR hit the arts world in 1994 as Julie Martin became the first person to bring the concept into public performance. She created a government-funded show in Australia, sounding rather like a ITV celeb show, called Dancing in Cyberspace where dancers and acrobats interacted with virtual objects projected into the same physical space as themselves.
Breaking the Clutter: An opportunity for Marketers
Author- Jasleen Kaur Gumber Page 8
1.4 Successful implementations of AR There have been some breakthrough innovations in this field and marketers have been really quick in adopting them for their brands. Some of the most successful have been enlisted below-
1. IBM Application- Research by IBM showed that 58% of consumers want to get product information in-store before a purchase, and that 19% of customers will browse mobile devices whilst shopping. To address this consumer need in a way they are using, IBM launched their AR app. Acting like a personal shopper, it uses augmented reality technology to provide shoppers with personalised information whilst browsing the shelves.
Breaking the Clutter: An opportunity for Marketers
Author- Jasleen Kaur Gumber Page 9
2. Try Live- This website allows users to try on glasses, jewelry, shoes, clothes,
and allows users to customize their home as well. This is awesome for those of you who like to shop online, now the user can try things on before buying.
Breaking the Clutter: An opportunity for Marketers
Author- Jasleen Kaur Gumber Page 10
3. Shisedo Makeup Mirror- Many women struggle to find the right shades of makeup
or want to know how things will look before they commit to a purchase. The augmented reality makeup mirror from Shiseido takes an image of a shopper’s face, before showing them what the latest cosmetics products will look like on their face
Breaking the Clutter: An opportunity for Marketers
Author- Jasleen Kaur Gumber Page 11
4. De Beer Forever Fitiing- Diamonds may be a girl’s best friend, but choosing the
right ring for a loved one can be a difficult task. That’s where ‘Forevermark Fitting’ from De Beers comes in. The AR download allows shoppers to try on the Forvermark collection through their webcam, and see how pieces would look in certain lights and against certain skin tones.
Breaking the Clutter: An opportunity for Marketers
Author- Jasleen Kaur Gumber Page 12
5. Visualizer Mobile App for Dulux- Dulux parent company, AkzoNobel, combined mobile interactivity and repainting walls with an augmented reality (AR) app that allows consumers to dynamically re-colour walls using their mobile device. The Visualizer mobile app was developed by UK computing company, String, in partnership with AkzoNovel, Tessella and Webcredible. Using AR, consumers have the ability to re-colour their walls as they move about room with a mobile device. As well as choosing, storing and viewing colours and colour schemes, consumers can use the app to save screenshots and share these with friends. The app was launched in June on Google Play and Apple App Store in 40 markets excluding the US, in 28 languages and across 25 of AkzoNobel’s paint brands including Dulux, Flexa, Nordsjo and Coral.
