Augmented Reality – digital’s next big thing

Augmented Reality, or AR, is an exciting technology that is set to become the next big thing in interactive digital marketing. The concept of AR has been around for a while but recent technological advances have enabled it to become more widely used as an interactive communications component of branded campaigns. This post will briefly introduce what the AR technology is, how it is being integrated into marketing campaigns and a few examples of campaigns that have effectively utilised the technology.

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The First Followers: generating momentum with a social media strategy

Social media is fast becoming a core element of marketing communications strategy. Particularly in the B2C space, brands are continuing to invest in integrating sophisticated social and digital channels into their campaigns to encourage consumer engagement.

But there are many organisations out there that are still reluctant to use social media as part of the marketing mix. The late-adopters of social media often perceive it as being too risky to send their brands out into the digital space, too costly to dedicate resources to or too overwhelming to know where to start.

Here are a few tips to help marketers who are busy trying to establish social media as a priority with your client or business:

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Red Bull and the Baumgartner Bandwagon

This week Red Bull cemented its position as the most impressive content creating brand of the last decade. Over time Red Bull has built one of the most recognisable brands of today by harnessing risk, strategically investing in booming sponsorship opportunities and pursuing content marketing with unmatched ambition.

Red Bull Stratos was really a natural extension of Red Bull’s superior branding and content marketing strategy. This is an incredible truth – how many brands out there that can establish credible links between their brand values and a fully-funded quasi-space mission?!? Here’s a quick exploration of the philosophy behind Red Bull’s astounding content marketing strategies that you’d do well to replicate in your own business.

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Private-label products driving FMCG’s into the ground

Talk to a marketing manager of an FMCG brand and you’re likely to hear that times are tough. As I explored briefly in my previous post, the Australian supermarket giants Coles and Woolworths are continually driving down the profit margins of their suppliers due to their significant buying power in the duopolistic grocery market. But beyond the supermarkets’ significant buying power, FMCG brands need to cope with the added pressure of private labels. Private label brands are those that are self-owned, self-managed and self-stocked by retailers. In the Australian grocery market, two examples are the Coles-owned ‘You’ll love Coles’ brand and the Woolworths-owned ‘Woolworths Select’ brand.  As I’ll explain the increasing prevalence of these private label brands is putting the hurt on FMCG marketers, big-time.

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Market Challengers that Make Waves

Number 2 is becoming the new number 1 for challenger brands, especially in the Australian marketing landscape. Underdog brands are those that have a smaller market share than market leaders, but often are better positioned to chip away at the market and win customers. Challengers often make fewer sales than their market-leading rivals, but bigger ≠ better when it comes to branding and competitive positioning in the market. When compared to heavier-hitting market leaders, small brands are often:

  • More willing to take risks with IMC as they have less to lose and more to gain
  • More agile than overly ‘safe’ market leaders who reactively defend market share through conservative rules around marketing initiatives
  • More used to being innovative and thinking differently in order engage and captivate consumers

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