Welcome to the new era of AR marketing - see how the shared AR marketing model solves marketing pain points?
The arrival of AR and VR technology means that we will be different from the traditional advertising marketing history!
The arrival of AR and VR technology means that we will distinguish it from traditional advertising and marketing history. In 1704, the first advertisement appeared, and since then marketers have not surpassed the boundaries of the media, they spread information within the framework. Magazines, TV, internet, and mobile experiences are all within the frame size. AR and VR break the boundaries, consumers choose the environment, and interaction with the brand is part of the environment: as long as it is used correctly, there will be endless opportunities.
With the maturity of AR and other technical means, more and more businesses are beginning to accept the new AR marketing methods, and consumers are eager for more unexpected ideas. The AR marketing ant agent played very well in this respect, like the AR interactive mini-game that launched the “Golden Car Gold Winning Award†on the world’s largest cashless day, the 18th birthday for the old club Ali, and The propaganda of the film "Sansei III" has been well proved! So how do they all do it? What experience can you learn from? Today we interviewed Lin Tao, partner and marketing director of Ant Agent.
Note: The respondent promised that the data in the text is correct and responsible for the authenticity of the content. ARC makes an objective record and has backed up the original record.
ARC: Can you tell us about your current team composition and what you are doing?
Lin Tao: At present, the ant agent AR operation team includes experts in the 13-year operation qualification of Ali and continuous entrepreneurs with 10 years of experience. At the same time, there are also research experts from different application levels in the AR technical field. Technical research and development personnel reached 40+ person-times; AR content production team 120+ person-times, and continued to increase.
As one of the first teams in China to invest in the AR industry, the company has provided AR marketing solutions for Coca-Cola, Disney, Starbucks, and other first-line brands, and has become a deep partner of Alipay AR technology and an actor gold medal partner. , brand customer word of mouth partners and other honors.
ARC: I saw your team provide technical support for Alipay AR sweeping. Based on the “Alipay AR Scan†function, how do you solve the pain points of different products and similar marketing?
Lin Tao: The product is no longer a 2D one-way publicity on the plane, nor is it a bitter brainwashing information implant.
1. Business closed-loop: through the online strong interactive joint offline write-off to form a product-effect connection with consumers, integrating the fragmented marketing format of the merchant.
2. Sensory marketing: Based on brand tonality, through a series of refined image design, to meet consumer curiosity, thus driving sensory flow consumption.
3. Sales and goods integration: Through the combination of insight + resonance, give the novel AR interactive experience, let consumers feel the product claims endowed by the brand.
4. Data analysis: Integrated information feedback forms the driving force of Zhiying, taps potential users in multiple dimensions, and finally spreads the traffic circle of merchants.
ARC: Can you tell us about the applicable scenarios of your products? What is the concept of sharing AR marketing model?
Lin Tao: At present, AR marketing is suitable for all application scenarios such as catering, exhibition, entertainment, film and television, travel, fashion, transportation, shopping, etc. As long as you open Alipay AR-sweep, you can experience our products anytime and anywhere, and experience different AR Interactive animation gets different benefits.
The shared AR marketing model is a new era of AR resource sharing, upgrading consumer experience and brand quality. Through the “shared marketing systemâ€, we will share the ecological resources of sharing, display, information, user interaction and other in-depth resources, and present a series of interactive processes through interesting and tensionful forms, injecting fresh blood into the smart retail era. At the same time, it is not only the promotion of products and services, but more importantly, it is to form a shared economy from products to services by highlighting the brand's texture. The future of brand marketing is precisely the combination of physical and virtual.
ARC: In the various AR interactive solutions you provide, which aspects of the application get better user feedback? What are their characteristics?
Lin Tao: For example: 2018 Coca-Cola, Meijiyuan, Sprite, Weiquan Daily C and other AR marketing programs. Through the novel interactive communication method and strong interaction with the consumer group, Coca-Cola and Meijiyuan are the first to apply the product slam technology to the product upgrade and marketing iteration, summoning the perfect integration of Fuwa and the real environment; Sprite through face recognition technology To achieve creative new marketing from flat to 3D; for the first time, using low-poly style animation, combined with recognition and tracking technology, 360° is integrated into the full daily C.
ARC: You have worked with many brands, how do you interact with consumers and brands through augmented reality? What kind of design ideas are you?
Lin Tao: For example: Nestle---Student Nutritional Breakfast Milk Series.
Through the screen of the mobile phone, consumers can experience the three-dimensional display of the physical image on the product packaging in front of the eyes, and enhance the new cognition and understanding in children's education through the integration of figurative sound and picture knowledge, vivid and interesting personalization. AR Marketing puts "Why is there an ice that does not freeze in the Antarctic?" "Why are there UFOs in the world?" "Why do they fly?" Questions and answers are entered in the Nestlé AR interaction. While enhancing the use of scene expansion, the product is toned in a full-scale form, forming a harmonious unity of brand tonality + consumption experience + life pursuit, so that mothers can better expand their knowledge in the time of taking children to eat breakfast. .
After launching, we will deeply explore the brand appeal and the main behavior of the consumer group in combination with the brand characteristics, so as to customize the interactive gameplay of the exclusive brand. Through the refined AR interactive gameplay and body display, we can open up the psychological connection between consumers and brands. Penetrate brand penetration. Immerse brand emotions into AR scene marketing, giving consumers the most immersive experience.
ARC: AR Interactive Marketing is a new marketing concept. What do you think is the most striking difference between this new interactive marketing model and traditional marketing?
Lin Tao: Through the visual output of quality sense and the interactive experience of AR, it strengthens its own brand image and is rooted in the memory of consumers. At the same time, cross-border product display marketing new way, to improve the quality of daily life as a benchmark, in the innovative brand marketing, deep sense of brand tonality, enhance more accurate passenger flow, more dimensions of customer unit price, More insightful conversion rates and more responsive user stickiness.
ARC: The general trend of AR's marketing, the giants are more concerned about the direction of AR, they use this way to let users get used to AR tools, this is undoubtedly a good thing for this industry. So what do you think about the future development of AR?
Lin Tao: AR will no longer be the future, but through the analysis and extension of big data, to describe from imagination to reality, to achieve popularization of the AR is a fun and fun life pursuit rather than high-tech; from hearing to touch, to achieve " The immersive visual feast perceives the other side that is not known; from the plane to the stereo, realizes the 3D stereo knowledge and blends with it, enhances the overall cognition and understanding; from innovation to intelligence, realizes the positioning technology and tracking Technology, path technology, control technology and other four-in-one technology changes, and thus promote the new quality of lifestyle.
Ant Agent AR is in the marketing era of this sword, and will further explore the output of brand tonality + interactive experience, create the most interesting AR marketing new tricks, and provide the most cutting-edge AR marketing solutions to continuously deepen the brand. A sense of identity. At the same time, it will bring more inclusive and sustainable solutions to the merchants, customize the AR idea of ​​exclusive IP, establish the bond between the brand and the consumer to maintain the relationship, and form a new format of product and effect.
WDM (Wavelength Division Multiplexing) combines two or more optical carrier signals of different wavelengths (carrying various information) at the transmitting end through a multiplexer (also known as a multiplexer), and The technology of transmitting in the same optical fiber coupled to the optical line; at the receiving end, the optical carrier of various wavelengths is separated by a demultiplexer (also called a demultiplexer or demultiplexer), and then the optical carrier is The receiver performs further processing to restore the original signal. This technology of simultaneously transmitting two or more optical signals of different wavelengths in the same optical fiber is called wavelength division multiplexing.
Wavelength division multiplexing is a technology that uses multiple lasers to simultaneously send multiple lasers of different wavelengths on a single fiber. Each signal is transmitted in its unique color band after being modulated by data (text, voice, video, etc.). WDM can greatly increase the capacity of the existing fiber optic infrastructure of telephone companies and other operators. Manufacturers have introduced WDM systems, also called DWDM (Dense Wavelength Division Multiplexing) systems. DWDM can support the simultaneous transmission of more than 150 light waves of different wavelengths, and each light wave can reach a data transmission rate of up to 10Gb/s. This system can provide a data transmission rate of more than 1Tb/s on an optical cable that is thinner than a hair.
Optical communication is a way in which light carries signals for transmission. In the field of optical communications, people are accustomed to naming them by wavelength instead of frequency. Therefore, the so-called Wavelength Division Multiplexing (WDM) is essentially frequency division multiplexing. WDM is a system that carries multiple wavelengths (channels) on one optical fiber, and converts one optical fiber into multiple "virtual" fibers. Of course, each virtual fiber works independently on a different wavelength, which greatly improves the transmission capacity of the optical fiber. . Because of the economy and effectiveness of the WDM system technology, it has become the main means of expanding the capacity of the current optical fiber communication network. As a system concept, wavelength division multiplexing technology usually has three multiplexing methods, namely, wavelength division multiplexing with wavelengths of 1 310 nm and 1 550 nm, sparse wavelength division multiplexing (CWDM, Coarse Wavelength Division Multiplexing) and dense wave Division Multiplexing (DWDM, Dense Wavelength Division Multiplexing).
CWDM, DWDM, FWDM,AAWG WDM
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