A few years ago experience marketing was on te rise and nowadays it’s hard to think of a marketing policy without some form of experience marketing.
The essence of experience marketing is to provide an experience special enough to remain in you memory for a certain time. Or even better, to share with your friend. These experiences help your brand to stay ‘on-top-of-mind’.
The technological developments of the recent years give marketeers the opportunity to implement an experience into their brochures and magazines.
The experience that stands out the most are the developments in augmented reality. Thanks to mobile apps like Layar we can give brochures and magazines an extra dimension.
Curious? Do you want to know how augmented reality can add value to your magazine? Let’s take a look at some of the first companies to introduce augmented reality in the Netherlands.
IKEA has developed an augmented reality app for their catalogue. With this app, consumers can scan products with their smartphone and project them anywhere in their livingroom. This way they will instantly see that it perfectly fits their living room and will avoid waisting any time before ordering it.
The Phone House
The Phone House was the first Dutch retailer who introduced augmented reality to their brochure back in 2012. By scanning products from the brochure (which is delivered weekly) with the Layar app, consumers can get acces to special offers, video’s, extra information and exclusive downloads.
What The Phone House did for retail, Linda did for magazines. Starting as an experiment back in 2011 colaboration with Layar. The Layar app gives readers acces to several extra’s and videos about the topic they were reading. Here’s an example of how this works.
Implementing interactive elements like Layar into you publications can significantly enlarge the reading experience. We’re seeing more and more innovative ideas to attract the attention of consumers and media.
And that’s what companies are looking for: a lot of attention for their own publications. Providing an experience that creates a ‘buzz’ among the crowd.
Even tv-guides are supporting Layar nowadays.
Looking at the succes of the given examples, I think it’s time to enrich all of our printed media with augmented reality.
I think it’s time to stop discussing about differences, advantages and disadvantages between digital and printed media. It’s time to burry the hatchet, and let digital and print media live together side by side creating a rich experience that readers will never forget!