THE merging of augmented reality (AR) and image recognition technology (IMT) had come to a point both organizations or individuals alike can no longer ignore. AR and IMT bring added value to a certain brand’s communication strategies, according to a top executive of iSmartPhoto International.
“An image-recognition technology is actually a more powerful thing than an augmented-reality technology,” iSmartPhoto International Company Director Gary Martin told the BusinessMirror in an interview.
As the name suggests, he described AR as an experience put on top of something that’s already existing, while an IMT brings something new into it.
And by combining both, Martin said innovators like iSmartPhoto help bridge the gap between print and the online world.
“That’s the real take-home prize for this,” he said of such an emerging trend in the information technology space.
How does it work? An application like that of iSmartPhoto can read any visual image or document (i.e., still images, graphics’ reworks, designed documents with text). Once it’s triggered via a smartphone or any mobile device, a live streaming of video ads or presentations occurs with or without an Internet connection.
While AR and IMT have already gained ground in the photography and videography industry in the Philippines, the top executive noted that they now captivate the interest of business and creative sectors in the country.
“Advertising, marketing and corporate people understand the value more. They constantly look for something new and different. And they understand the potential of this technology,” Martin said. “So you have to take advantage of this. For the next two years, this will be really hot.”
PHL’s readiness
AS the Philippines goes digital in this modern age, experts agree that the local market is now ready to embrace AR and image-recognition technology.
“What we’re seeing here is that there is a digital revolution [like this] and everyone is already hopping in,” Visual Core Communications Consultant Eunice Anne San Miguel said.
But how possible is this?
It just works well in cutting through the digital noise out there, for instance, in the world of advertising and marketing, according to Martin.
By and large, the purpose of advertising and marketing is to get the people’s attention, enable them to experience or understand a certain product or service and, eventually, make them want and purchase it.
Once it’s achieved, the penchant of Filipinos to share their experience to others will then create a ripple effect, he said.
“So that’s the viral part attached to it. Because it’s just unique and has a wow factor, which is interesting and fun, so they will show it to their friends. That’s what will happen. People will like to share it physically or online,” he explained.
Social media—the country’s domain for being recognized as the social networking and selfie capital of the world—is the way to realize this.
It’s actually “one of the biggest facets” of digital marketing and advertising, San Miguel said.
Social media shapes brand
A STUDY on social media users in the Philippines reveals that 54 million Filipinos are active mobile social users and 60 million consider themselves as social media users.
On the average, they use the Internet via their own personal computer or tablet for nine hours every day, while others spend three hours and 36 minutes online via mobile.
Respondents reveal that their mean daily use of social media on any device spans four hours and 17 minutes. Others watch television on a daily basis for two hours and 30 minutes.
Such figures are significant despite the fact that the Philippines has the third slowest Internet connection yet, based on a study, still spends the most number of hours on the web.
“I think right now, how we entertain ourselves has changed, where in the past we spent most of our time watching TV. But right now, what we do is go social media,” said the Visual Core Communications consultant.
In addition, the social network has altered the way Filipinos communicate “both personally and across with brands through the years,” she noted.
Given this, AR and IMT, when complemented by the power of social media, can do wonders for businesses and bring vast opportunity for growth.
For one, San Miguel said the union will help increase brand awareness and loyalty.
Per SproutSocial report, she said, the likelihood of buying from a brand that people follow on social media is pretty high at 57.5 percent.
Also, it aids in getting valuable consumer insights. She noted that “we’re able to understand who our fans are, what they like and how they feel about the brand. So it’s basically crowdsourcing.”
Enriching customer service and experience can be gained also. Doing it right for customers will make them feel that they can communicate with the entity or brand itself.
“Whereas in the past, it’s one way that brands are the only ones speaking. Now it’s consumer marketing already—so people have their voice. And social media does that. So the peoples’ top choice for customer care right now is actually social media. With it, they feel that there’s someone who’s going to respond to them,” San Miguel said.
Finally, it will serve as a venue to engage with the customers or followers. If there is a certain personality that the brand or company has, she suggested to continue to hone it because it’s something that they will care for.
“With all these in mind, now we don’t have a choice on whether we do social media. The question is how well we do it,” she stressed.
Walking advertisement, marketing tool
ORIGINATING from Australia, iSmartPhoto International, through its exclusive local distributor Vibrant Ideas, recently launched its image recognizing technology app in the Philippines—this time for both the advertising and marketing verticals.
“Two years ago, we started to offer this to photographers and videographers. But now we are offering this and making it available for marketers and advertisers since they are more interested in this cost-effective tool to promote new products and acquire new prospects,” iSmartPhoto International Global Director Blessy Fajardo said.
Bringing powerful emotions to people, she said this is the latest platform that gives life to an image. Better experience on the latest version of iOS and Android phones, the iSmartPhoto app’s features help one to easily connect to existing clients or prospects to deliver news, updates and messages via their mobile gadgets.
It can also be used as a mobile-commerce store as long as it is connected to the Internet. Clients can add their promotional page or website that can be accessed through the app. They can also enjoy free hosting for their landing page. For those without a web portal yet, they can link their Facebook page through iSmartPhoto’s promo page.
“That’s how iSmartPhoto can increase your return on investment for up to 20 percent to 30 percent more,” she said.
The beauty of augmented reality through this app and social media is a “win-win” solution not only for advertising and marketing, but also for medical and pharmaceutical products and services, tourism and travel, education, direct promotion in live events or activations, media/journalism, resource development training videos, fast-moving consumer goods and retail, music and entertainment, and even product and service marketing, among others.
“It’s a limitless business for everybody. So let’s come on board and be ready for this revolution,” Fajardo said.
Image credits: Enriquecalvoal | Dreamstime.com