SXSW: Augmented reality tipped to be the next marketing channel
“Augmented reality really bridges traditional and digital marketing channels and creates, what I’m calling, the next marketing channel,” she says. “It leverages the best of traditional channels, such as direct mail and print, that high touch, very tangible experience and it bridges it to a very digital place. You can now track it, you can measure it, and it can be very successful.”
Part of the measurement piece, Weinberger revealed HP is driving serious results, with a campaign the business ran for a client using direct mail saw conversation rates jump from 3% to 37%, all by adding AR that incorporated a click to purchase button. AR can also be used to add extra content to static images on clothes, launch extra video content over a print add, or even make contact information come alive on a business card.
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