Consumer Perception On AR And VR Digital Marketing Campaigns
Demand for two-wheeled vehicles is quite high but it does not mean that Honda motorbike dealers must rely on the popularity of the Honda brand. There are literally hundreds of motorcycles being offered by dealers in different brands like Suzuki, Triumph, Harley-Davidson and Piaggio. To make sure that the dealership is at the forefront in the minds of consumers, proper digital marketing strategies must be undertaken.
In the past decade, online marketing has been in an upward trend with search engines and social media platforms delivering advertiser’s messages. However, online marketing has become so competitive that it created problems among marketers. ROI of several marketing techniques have dropped significantly. This opened the doors for other novel marketing strategies like augmented reality and virtual reality as an advertising option.
One of the companies that have recently utilized augmented reality in its marketing campaign is global heavyweight Coca Cola. The AR campaign with Alipay was created to help celebrate Chinese New Year. Other big players that have tried their hands in AR campaigns include Nivea, Starbucks and Volkswagen. However, the effectiveness of the campaigns is still debatable because many consumers consider it as more of a gimmick than a legitimate marketing campaign.
One of the challenges being faced by digital marketers is the limitation faced by current digital display ads. Examples of these challenges include ad blockers and the growing intolerance towards some digital advertisements. A 2017 report by PageFair revealed that ad blocking increased by 30% between 2015 and 2016. As of December 2016, about 615 million devices have blocked digital ads.
According to a 2017 report from Adobe Digital Insights, costs of online advertising have gone up by 12% over a 3 year period. Compared to inflation, the costs were 5 times higher. This means that companies may be paying more for digital ads that are reaching fewer consumers.
The biggest hurdle that has to be overcome by Honda motorbike dealers in their marketing campaigns is to determine the kind of strategy that will reach as many people as possible. Authorized Honda dealers must spread their message to consumers that they have a variety of motorbikes with experienced technicians that will cater to the client’s needs.
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