Augmented Reality- ‘At the top’ in marketing mix?

burj khalifa

AR 'at the top'!

On the hunt for more Augmented Reality (AR) in Dubai, I have recently come across a few more examples. The first is to be found at the tallest structure in Dubai, the Burj Khalifa.  On the 124th floor viewers can use a telescope to view a live stream of Dubai. If a location of interest within the field of view is selected then additional information will appear on a screen. At the moment this is limited to tourist attractions. Panadol , also ran an AR campaign to launch their new packaging in Mall of the Emirates (Talk Partnership).

Mapping projection is more prevalent in the region with examples of the Fanta Chase and the recent unveiling of Green Line metro in Dubai. Nabil Moutran,  the Regional Director from Ogilvy One explained that  the  reason AR hasn’t yet been strongly  picked up in this market as in other regions , is simply due to the fact that the new world of digitalisation from a marketing perspective is still being explored. He expects rapid growth to come in digital marketing as a whole. However, he emphasised that Ogilvy One, whilst constantly   looking for new technologies and methods to engage with consumers, considers the creative idea as central to brand marketing. If the idea then allows Ogilvy One to explore new tech such as AR, then it is proposed.

“We believe in innovation, but our focus remains on developing strong ideas.”

A strong and effective marketing idea is vital to the successful promotion of products or services and at the moment AR may not be the best delivery medium. Marketing ideas should be responsive to changes in the local markets and be able to adapt to local tastes and preferences.  However, if marketing firms in the region are not developing their digital marketing /AR expertise and looking towards the future then this may be a lost opportunity to become market leaders in technophilic Dubai.

Thanks to Roland for some AR spotting and Nabil Moutran from Ogilvy One ( responsible for Fanta Chase). An enthusiast at the top, Burj Khalifa.

Are you reaching out to your potential market en masse or do you use the more subtle, effective method of relationship marketing? Your transactional customers may not sustain your business long term and according to Pareto’s Law approximately 20% of your customers are going to be responsible for 80% of your business. So do you know who these emotively loyal customers are and how are you engaging and communicating with them? Does your business adhere strictly to the traditional marketing mix approach focusing on markets and products or are you developing a more holistic approach and developing relationships with your customers? Is there synergy between your customer service departments, quality management and marketing team and does your strategy recognise that each employee has a marketing function? Are the customers that are initially loyal to your brand about to jump ship because you are not cementing your relationship with them?

Will he let his hair grow back now Steve Jobs has retired?

It is important to know who your customers are to retain their loyalty to your brand, they are the ones that have developed trust in your brand and need individual attention. Analysing your consumer database offers insights into their needs and demographics. Customer Relationship Management (CRM) is about understanding who your customers are through long term study, improving the way you communicate with them and is aimed at creating relationships that can increase profitability. Vital information about customers such as frequency, recency, type and amount of purchase will help you develop a picture of their Life Time Value (LTV).  You can segment your markets and target them more effectively communicating with them about products they truly might be interested in, anticipate their needs and track their response to your personalized approach and promotions. The data from CRM programs should feed back to management to drive the marketing strategy forward and assess the most effective and convenient communication channel for your different customers whether it be point of sale or internet based. Indeed for this valued set of customers you should be acutely aware of how they prefer to be communicated to.

However, there is no point in having lots of data if you are not using it thoughtfully and allocating resources to maximize the return from your 20% of most profitable emotivally loyal customers.  Businesses can use free (for basic features) internet data analysers e.g. Google Analytics or invest more deeply by using services such as Omniture or Webtrends. Businesses that choose to use a paid service may already be ahead of the game since they have signaled a deeper commitment to the process of customer analytics.  CRM systems are the key to defining your customers; creating customer satisfaction; improving customer service brand loyalty; receiving their feedback; engaging them as brand ambassadors and can result in directed rather than mass marketing.

So how is brand Dubai doing these days? Well, Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE, and Ruler of Dubai, set up the Dubai Media affairs office in 2009. One of its  purposes is to investigate and enhance Dubai’s image  and if recent reports are to be believed Dubai is rapidly overcoming the backlash the city saw in the wake of the debt crisis and more positive chat is appearing again . Sheikh Mohammed himself has 457,885 twitter followers and growing and it is clear that the relationship strategy for Brand Dubai has key leadership support.

ISM training will run the highly successful Marketing Masterclass public course from September 11th to 13th and also runs more focused Marketing Communications/Strategy courses both in-house and publicly.

Generation X is a term used to stereotype adults in their 30’s and 40’s born in the late 60’s to early 80’s. Other terms used frequently are the lost generation; the 13th generation; the in-betweeners or just plain ‘slackers’. Whilst marketeers desperately tried to define this generation in order to be able to sell to these fervent anti-commercialists, Douglas Coupland ,  who popularised the term, denied there was one after all .He stated that the term had been co-opted as a marketing term. The term however, negatively Gen X er’s view labels, has stuck and has given birth to Gen Y, Z, Jones etc.

Generation X
Whatever your views are on stereotyping it is clear that Gen X are seen by marketers as one of today’s major consumers.
• They are seen as cynical seekers of value, their formative developmental years having developed a generational healthy scepticism.
• They trust peer reviews and third party review sites over brand messages and are tough customers.
• They use mass/social media for their own means by accumulating information to make buying decisions. They are likely to have researched the object of their desire and compared prices or reviews.
• They voice their concerns and have quiet power to influence peers.
• They are comfortable with buying online having grown up with technology.
• They like convenience and don’t want to spend all day shopping after all but instead prefer a short uncomplicated sales cycle. It gives them more time to achieve a life/work balance.
• They respect businesses that give back to communities and have a strong social/environmental conscience and value diversity.
• They have social-cultural triggers that will turn them off quickly and they will rapidly hit fast forward to the next option.
• They are not responsive to pushy salespeople or unethical marketing. They are looking for truth and authenticity; they are sceptics after all and like the sales person to be able to answer their product questions with honesty.
• They are open to trying out new ideas, they embrace new learning.
• They are quality seekers they like the small business brand, they like the corner coffee shop.
Reaching out to this generation from a marketing perspective requires listening to consumer demands and allowing them to become your brand ambassadors. You need to give them social proof and be transparent as a business since they are adept at discovering marketing fluff for what it is.
As Jeff Gordinier, the writer of “Generation X saves the world” puts it:
The generation that is doing the hard, quiet work of keeping America from sucking is the one that still gets pegged as a bunch of slackers: Generation X. Over the past twenty years, in fact, those slackers have irrevocably changed countless elements of our culture – from the way we watch movies to the way we make sense of a cracker political process to the way the whole world does business.
Whilst international brands are listening, respecting and responding to this demographic, is Dubai? Is there a Gen X in the cultural melting pot of this giant Middle Eastern consumerist economy or has this  generation truly been lost and swamped by the millennials already? Join the conversation.

QR Codes or Quick Response codes are matrix bar codes that can be read by barcode readers and mobile cameras. They are easy to generate using free software courtesy of Kaywa amongst others. The reader can be downloaded directly from your mobile (if it is supported). There are many other code generators out there and you can code website URL’s/text/maps/telephone numbers/images or even sound files. Zoo Records demonstrated this beautifully with their Hidden Sounds campaign in Hong Kong.

Interested to see how businesses in Dubai are incorporating this new social medium into their marketing strategy, I spoke to Gaurav Sinha, Managing Director of innovative brand communication firm , Insignia.

“While QR codes are a great tool to create audience engagement, they are currently being used in this market to shorten the process of typing URL’s. At Insignia, we believe Augmented Reality applications are the way forward; creating engaging environments and bringing the brand experience directly to consumers.”

An example of QR codes in Dubai can be seen at Le Meridien Airport hotel allowing users to access restaurant facilities at the location. "QR codes for dining options" Other companies using the codes to target techno savvy customers are the Dusit hotel, Music Master and Ajman Bank. The Dusit hotel are using them to track interaction with its advertising in different mediums and for promoting special offers. Dubai Municipality is using QR codes to provide up to date and extensive information on each building or land plot in Dubai. Users can access a range of information about the building from safety inspection details, municipality procedures and planned land use. Whether the planned QR themed hotel designed by Sohne and Partner’s in Studio City goes ahead is another matter but many believe that QR codes offer limitless possibilities to deliver information straight to the consumer in a compelling way by connecting offline and online worlds. Obama may well be using QR codes in his next campaign for 2012, replicating Andrew Lang’s use in the Canadian elections earlier this year. What will your company be using them for?

For more examples of how QR codes are being used see the following article