Wait for it…It’s official, welcome to the age of Camera Marketing!
According to Statista 77% of adults own a smartphone, with the number skyrocketing to 94% within the 18-29 year old demographic. Their polling also shows that 100% of smartphone users use a smartphone camera.
Pack your lenses and filters, we got the lowdown from Carolina Arguelles, Head of AR Monetization Product Strategy for Snap and social media veteran, to see the evolution of a golden egg machine in real time.
While speaking at the world’s first Mixed Reality Marketing Conference this past November Arguelles reminded attendees,
“While the past 10 years have been about Social Media Marketing, the next 10 will introduce a new form of marketing — Camera Marketing. People everywhere are exploring the world through their camera and want to create content on behalf of brands because it’s fun, useful, or relevant.”
The Revolution is going to be streamed, in 3D
With the evolution of the miniaturized smartphone camera and its parity with digital standalone cameras, users and companies now have the ability to create an atmosphere for profitability by leveraging the empowered consumers habits.
Argulles continues, “…at Snapchat we believe play is powerful and have built an ecosystem of products around the camera, including Lenses an AR format. Since the launch of Lenses, Snapchat has aired more than 100,000 AR experiences resulting in more than 250,000 years of playtime. What we’ve learned is that a mobile strategy without the camera is not a mobile strategy.”
Users have leveraged more than 1 Trillion photos to reshape the digital marketing landscape.
As Snap’s CEO, Evan Spiegel, puts it, “The camera is evolving from being a barrier, separating users from the world, to becoming an aperture, for users to explore the world.”
Where are the intersecting lines?
Users are gaining more control over the marketing mix that companies are using to offer products with a higher likelihood of a positive result, or sale.
“One specific form of camera marketing, the use of augmented reality (AR), is quickly gaining traction, as demonstrated by Pokémon Go’s meteoric rise to 50 million users in the US in a matter of weeks…By blending the physical and digital worlds and enabling users to actively shape their experiences, AR offers unique ways for marketers to interact with consumers.”
(Exhibit Courtesy of BCG Group)
You can also rest assured that the further proliferation of camera marketing will only grow in its intersection with the ever expanding consumer friendly AR/VR App Space and dynamic digital infrastructure.
“Snap estimates that more than 80 million people in the US, or roughly one-third of all smartphone users, engage with AR at least monthly. The consumers using AR applications are a particularly attractive segment for advertisers: most are millennials (aged 19 to 34) or Generation Z consumers (aged 18 or younger).
(Exhibit Courtesy of BCG Group)
3 Rules to Make Camera Marketing work for your brand
Follow these three simple rules.
1. Find where your business model can find efficiencies within Camera Marketing’s creative process.
“Communication is just the first of many places where we’ll see the camera used as more than just a device for “capturing moments.” In the same way the camera transformed communication, it won’t be long before the camera starts to take part in pretty much every aspect of our lives.” By ensuring you are educated about the camera marketing phenomenon, you can easily create an AR immersive expiring for your clients which will help differentiate you from the competition.
2. Identify where your business fits into the AR/VR medium and your customers will participate in the conversation.
“When you give people a way to communicate visually, it sticks. 100% of smartphone users use their smartphones to take pictures, and 52% of those people use their in-app cameras that make communicating visually easy to do — every single day.”
Meaning, yes there will be a learning curve, but who remembers when cell phones without physical buttons was unimaginable just a few years ago. Stick to the fundamentals and evolve in tandem with your customers, if they cannot understand how to follow you to a better experience, you are risking falling behind competitors in a marketplace being shaped as this entry posts.
3. Be FLEXIBLE and realize that no ideas for curation are off the table.
According to one of the leading digital marketing research Snap, “CMOs should instill a mindset of test and learn throughout their organizations by setting up the right processes, rewarding new ideas (and not punishing failed ones), and incorporating test and learn into the operating model with partners (and even into contracts when possible). Only by taking risks and continually improving will advertisers get the most out of a new marketing tool like AR.”
While the consumer is learning how to interact in this new digital space, it is absolutely imperative that social media, public relations and digital marketers guide strategy and level of complexity in concert with that learning. That means we need you to help us create the future.
Arguelles reminds us that camera marketing makes It now possible to get together with a creative expert, create an immersive AR/VR experience, and transport someone inside an immersive experience for your brand.
If you haven’t started determining where your business fits into the practice of Camera Marketing and the AR/VR/Digital landscape, now is the time.
Where to start with camera marketing?
Right here with the trusted, experienced, and dedicated professionals at The Buyer Group, where social public relations is our second language. Let’s build the future!