In this third week homework assignment, I found 2 examples of companies who used digital marketing, which are Phillips and IKEA. Since nowadays people spend most of their time on mobile devices. They will be less taking notice on traditional advertisement on TV or radio. As the previous article by Sunil Gupta (2013), one of the best ways to help marketers advertise their product through mobile devices is building an innovative application. So I came across an interesting article about augmented reality application on mobile devices as the new digital marketing and advertising. In August 2013 IKEA introduced the new catalogue app that was inspired by 70 per cent of customers that admitted they have no idea how big their homes are. IKEA hopes that by making this new augmented reality application and letting the customer experience “try before they buy”, customers will have a complete satisfaction and reduce the making returns and exchanges, if the furniture are not fit with their place.
However, IKEA is not the first one to introduce the augmented reality application. In 2011, Philips introduced TV Buying Guide mobile app featuring augmented reality (IDNG, 2011). The main goal of creating the AR application is the same, to find a perfect fit of various Philips TV products into their own home. By just point your camera phone at the AR marker and choose the best screen size and design that suit your room. You can even experience Ambilight in your own home. The difference between IKEA and Phillips app is that customer can share their results on social media networking site, such as twitter or Facebook. Making the application gaining more attention not only from existing Phillips customer, but also to the future customers. The feedback of launching this application was very positive. In fact, Pocket Lint awarded Phillips application as “site of the day’ and also increased their revenue in a different way.
sources:
http://www.indg.com/case/philips-tv-buying-guide-mobile-ar-app/
