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Better for biz: Virtual reality OR on augmented reality?

There’s a lot of hype surround the concepts of augmented reality and virtual reality marketing. So what’s the difference, and which one should you be spending money on?

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virtual reality VR

Beyond the hype

There’s a lot of hype surrounding the concepts of augmented reality and virtual reality marketing, especially if South by Southwest is any indicator, where people loudly clamored for a view of the latest technologies.

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However, hype doesn’t help you understand how it will help your business. That’s why the fine folks at eConsultancy put together a comparison of the two formats. The winner? Well, it depends.

Non-answers are no fun. However, the article does offer key facts to help you answer the question as it pertains to your own business. So, let’s dive in!

Augmented reality

Augmented reality enhances your view of the real world using computer-generated information. For example, IKEA knows that after taking two profanity-laced hours to put together one of their nightstands, consumers want to know it will look just right in the corner of their living room, so they built an app for that. Other augmented reality apps, like Yelp’s Monocle, superimpose information and reviews about your surroundings onto your surroundings.

If you’re in the business of eCommerce space, this type of marketing tool is invaluable for your consumers. It’s also a boon for businesses that can collect and utilize lots of data, such as web communities and social media sites.

Augmented reality marketing has a few other logistical benefits. For one, many campaigns can integrate into an app format.

With everybody glued to their smartphones, you can tap into a captive audience. Plus, 84 percent of that audience uses their phones at the point of decision. Score!

Second, augmented reality marketing is a bit older, which means there are more best practice resources, like this one from Catchoom, to help you get started. This can come in handy if you’re working an early-stage startup where you have to wear many hats.

Virtual reality

Virtual reality creates a new reality through computer-generated sensory experiences. It also creates demand for some sweet new head gear.

vr sony gif

Because it can create these experiences, it’s a great tool for businesses trying to sell something that a consumer can’t fully experience before they buy it.

While you could test-drive a Volvo, your experience with their VR test-drive can be even more enriching! Most importantly, many businesses use virtual reality marketing to create an experience for their current or potential customers. Qantas Airlines helps airplane travelers survive long-distance flights using virtual reality simulations. Marriott allows you to travel to exotic destinations from the comfort of the hotel bed. Any business selling an experience as a way to augment or sell their service will eventually be invested in virtual reality marketing.

I say eventually because, for the moment, virtual reality marketing costs a lot of money. The camera equipment needed to produce 3D content can cost over 10,000 dollars, according to Wired. Plus, being the burgeoning trend that it is, consumers and businesses are just beginning to adopt the technology.

As much as we all love the challenge of navigating uncharted territory, the journey into virtual reality marketing is a costly one.

If you’re a startup looking to dip into these marketing channels, your best bet for the moment seems to be augmented reality. Still, as price becomes less of an obstacle for virtual reality marketing, you’ll have to carefully consider which technology better communicates the values of your product and your brand.

#VRvsAugmented

Born in Boston and raised in California, Connor arrived in Texas for college and was (lovingly) ensnared by southern hospitality and copious helpings of queso. As an SEO professional, he lives and breathes online marketing and its impact on businesses. His loves include disc-related sports, a pint of a top-notch craft beer, historical non-fiction novels, and Austin's live music scene.

Business Marketing

Is Easy Advocacy the tool your business needs for ad campaign reach?

(BUSINESS MARKETING) Product claims to make employee advocacy easier than ever with a tool that’s designed to enlist employees to share campaign content online.

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easy advocacy welcome page

Ever wished you could get all of your employees in on your campaigns, enlisting them all to help make your digital content go “viral”?

No? To be honest, me either – at least not until I learned about a new program called Easy Advocacy, created by a company called Agora Pulse.

Easy Advocacy is a productivity and marketing tool geared towards harnessing the power of larger internal groups (employees) in order to make content sharing (campaigns, social media posts, etc.) as easy as possible. The product is listed on Product Hunt, which is essentially a tech geek’s paradise for new and interesting technology. This week, on February 19th, Easy Advocacy was listed as the #1 product of the day.

The website boasts features like:

• Quick campaign setups
• Making content easier to share
• Knowing the reach of your shares

In addition to making it easier for employers to have their employees share content, the platform also offers basic analytics pertaining to things like number of shares and website visits. Employers can also identify their top advocates through a leaderboard.

Their website’s description of the toolset says that the tool “dispels the hassle of the usual employee advocacy complaints and makes the process of sharing content with employees, who then share on their social channels, easy peasy.”
One way it does this is by emailing your employees the exact instructions and copy the company would like them to share, making it somewhat automated.

Now, while this all seems great, my biggest concern is who their market truly is. Are they going after small teams? Probably not as having a team of only 5 people sharing a campaign would be nearly fruitless – unless you happen to have a major social media influencer under your employment.

If they go after larger companies, like Apple, for example, I can see this tool being helpful. However, it’s a little bit of a double-edged sword. Larger companies typically are beyond the point of needing word-of-mouth campaigns. Let’s use Apple as an example here, too. They’ve been around for years, and according to Statista, 45.3% of smart phone owners in the U.S. go with Apple iPhones. Given this, and the fact that everyone already knows what an iPhone is (unless you live under a rock…), I really can’t see much need for a tool like Easy Advocacy for such a large company.

So, where does that leave the company? Only time will tell. My first bit of advice to the company is that the name definitely needs work. The name “Easy Advocacy” implies that there’s some kind of advocacy happening for employees, when in reality, this platform is meant to help employers. But given my points above, I think they need to think about their model some more and maybe make this tool something that’s more robust that companies of all sizes can use.

Full disclosure, this does not mean it’s not worth trying out. Give it a shot and let us know what you think.

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Business Marketing

The Body Shop’s new policy is first come, first employed

(BUSINESS MARKETING) An issue that has been on a lot of peoples minds recently is fair hiring standards, be from sex, race, or age discrimination to former prisoners.

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The body shop hires prisoners

Anyone who has tried to get a job in the last decade can tell you that hiring is getting near dystopian. Everyone has heard jokes about needing 5 years of experience for an entry level job or the combined skillset of 3 positions to get one job. Things have gotten to the point where even some large companies are wondering if maybe hiring (and getting hired) shouldn’t be so complicated?

The Body Shop is making a radical change in the way they hire their retail employees this summer. They will be hiring on a first-come first-serve basis. Employees must meet three criteria to apply, but beyond that it’s open season – or “open hiring” as they are calling it.

1. Must be authorized to work in the U.S.
2. Can lift over 50lbs
3. Can stand for 8 hours

The company will not be performing drug tests or background checks for this “open hiring” round. The goal is to remove some of the barriers to entry for people seeking employment. This move will be hugely beneficial to the formerly incarcerated and people who have minor offenses on their record.

The Body Shop’s U.S. GM, Andrea Blieden, said, “When you give people access to something that they’re struggling to find, they’re very committed to working hard and keeping it.”

This isn’t the first time The Body Shop has tested out this hiring strategy. In December 2019, the company ran a pilot program at their distribution center. According to them, their employee turnover rate dropped from 43% to 16% and productivity improved.

This change could be equally beneficial to both employers and employees. According to PrisonPolicy.org, formerly incarcerated people are unemployed at a rate of 27%. To put that in perspective, that is higher than the overall national average during the Great Depression.

When established brands make big moves, people pay attention. If they continue to report success, The Body Shop’s hiring practices could be used as a case study for other businesses looking to shake up their hiring process. Perhaps in a few years, this type of hiring could become more common place among retailers.

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Business Marketing

Stay ahead by decluttering your Instagram accounts with this new feature

(BUSINESS MARKETING) Get a head start on your spring cleaning with Instagram’s newest feature. It may become your favorite way to views others accounts.

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instagram accounts

In a plot twist you weren’t expecting this week, Instagram is looking to make your life a little easier. Their newest app update includes a feature that groups accounts you follow into curated lists such as most and least interacted with or earliest followed to latest.

If you’ve ever looked at the number of people you follow on Instagram and wondered, “who the heck are these people?” then this update will make your heart sing. Instagram has been around for 10 years now, so it’s understandable that some of our follower lists have gotten a little out of control. Your friends and interests shift over time and it can be difficult to find time to actively curate your social media accounts.

Working with this new feature is simple. To access it just head on over to your Instagram profile and click “Following.” You should see a couple of categories above the list of accounts you follow. As an added bonus, you can also change the sort feature on your follower list. It can be set to show oldest accounts followed first or latest accounts firsts.

instagram accounts

For entrepreneurs and freelancers who don’t have the luxury of a full social media team (or any team at all) small features like this can be a game changer. If this feature sparks you to finally clean up your Instagram, here are a few questions to ask yourself when you’re trying to decide who to keep and who to unfollow.

Why did you originally follow this account?

Does this account still serve your business interests?

What was your main purpose behind following this account? As a business owner you might follow an account on Instagram for any number of strategic reasons. Perhaps this account is a fellow business owner in your area, but they’ve since closed their doors. Chances are you’ll find more than one of these cases in your least interacted with group.

Were you looking for business advice or inspiration? When you’re just starting out with your business, you might have followed a few accounts that aimed to give advice to new business owners. Well, if you’ve been doing this for a few years, you probably already know the basic advice these types of accounts are pushing. It’s time to move on.

Do you know this account IRL? Maybe your business has moved locations or changed niche in the last few years. You might have made some great connections with fellow business owners back in the day, but you may no longer run in the same circles. If you know the person who runs the account IRL and you still want to stay connected there are two options. You can either go follow them on your personal account or you can continue following, but mute the account so it doesn’t clog up your Instagram feed.

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