Augmented reality, virtual reality and mixed reality continue to make headway and should not be ignored by marketers. Greg Nichols runs through the basics of each technology and looks ahead to how each is expected to develop, with the industry projected to reach $108 billion globally by 2021.
Building on the "IKEA effect," or the idea that consumers attach more value to a product when their own labor has been used in its creation, Michael Solomon outlines how retailers can get potential customers involved. Submitting ideas for new products and training workshops for product use are among suggested examples of this in action.
Social marketers need to adapt their video marketing to each platform, such as by creating interactive, informative content in Stories on Snapchat and Instagram that also includes features such as lenses, polls or GIFs, writes Kate Talbot. Use long-form content on Facebook Live, Facebook Watch and IGTV, and encourage your brand's social fans to get involved in content creation, she advises.
Augmented reality poses not only technical but also social challenges for app developers, writes Techuz InfoWeb CEO Vaibhav Shah. The technical problems come in the form of sensor readings, GPS errors and pattern recognition, while the social difficulty lies in the simple fact that many people remain unaware of AR and its possibilities.
Budweiser won the World Cup on Twitter, with 637,925 mentions throughout the tournament, with Adidas, Coca-Cola, Nike and Apple rounding out the five most-mentioned brands globally. Budweiser's campaign, "Light Up the World Cup," included a Man of the Match Twitter voting tool, a Snapchat Lens activated by noise and GIPHY stickers for Instagram and messaging platforms.
Facebook has announced that it will start taking down fake information on its platform that could provoke violence or physical harm by working with third parties to identify relevant local content that meets the criteria. The move is a shift in policy for the site, which tackles other fake news or content by de-prioritizing it in feeds instead of removing it completely.
Mobile messaging that includes emojis results in an 81% rise in open rates and a 363% revenue hike, Leanplum reports. Push notifications that incorporate emojis have a 254% higher open rate than those without, and emoji-equipped emails have a 66% higher open rate.
Amazon has begun bypassing ad agencies to work directly with major brands on advertising. The move complements Amazon Advertising's drive to deliver an all-embracing "Amazon strategy" that encourages brands to take advantage of services that include Amazon stores, shipping and logistics.