Week 9: The Reality in Marketing/Advertising

Let's rewind. 

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Can you imagine a time when the internet was just filled with just texts and hyperlinks?

How boring. 

How unengaging.

With the Internet and technology being the integral part of our lives today, we are constantly bombarded by information but part of that information includes multimedia which was the topic we delved into class this week. By definition, multimedia is computer information that can be represented through audio, video, and animation in addition to traditional media (i.e., text, graphics drawings, images). This is important as it helps catch the attention of receiver of the message (a.k.a YOU) among the streams of text constantly coming their way and it has been useful to numerous fields in our world. 

One good example is marketing and advertising. With multimedia used to capture attention of their intended audience, companies have become more aggressive and competitive in trying to steal the spotlight. 

Bet I made you stop to figure out what this is right?

It's a hand hovering over a red light and a brillant use of a multimedia ;)

Before we dive into how one such company has made used of an ever-evolving technology to market their goods (and further reinforcing consumerism into our society), we can't talk about multimedia without touching on Augmented Reality (AR) and Virtual Reality (VR)! 

From Oculus Rift, Google Daydream and even Pokemon Go, Augmented Reality (AR) and Virtual Reality (VR) has been gaining much hype lately. But what are the differences between the two? 

AR refers to a technology that layers computer-generated enhancements on top of an existing reality in order to make it more engaging by allowing users to interact with it while VR refers to artificial, computer-generated simulation or recreation of a real life environment or situation. Examples of the former include apps like Pokemon Go while the latter includes the famous Oculus Rift. 

It can be pretty easy getting mixed up with the two (as I was) but I was eager to learn more. AR and VR are really similar in terms of how they both leverage on the same type of technology and exist to serve the user with an enhanced experience of the information presented. How they differ however is through the purpose and delivery method. In terms of purpose, AR enhances experiences by adding virtual components as a new layer of interaction with the real world while VR creates its own reality that is completely computer generated and driven. With regards to the delivery method, AR can be used with hand-held devices that we use everyday (i.e. handphones, laptops, tablets) while VR requires an additional head-mounted or hand-held controller to connect people to the virtual reality. That being said, AR and VR do not necessarily operate independently of one another and are ofte used coinside each other to create an even more immersing experience. :)

Now that we have a better understanding of how technology has embedded itself into our reality, it is interesting to see how companies make use of such to capture their audience. 

If you have been reading my posts, then you'll know my love for make-up so it came as a surprise to me when Sephora announced a partnership with the leading augmented reality technology company ModiFace to create their very own Augmented Reality Makeup Artist! 

With this brillant scheme, (capitalism and consumerism is ever prevalent) the platform allows users to receive the same service from a sales rep without actually having to visit the store. Considering how more consumers prefer shopping online nowadays, it goes without saying how Sephora will see some major ca-chinggg rolling in. 

By uploading a photo via Facebook Messenger, users are directed to their most compatible shade of make-up. From lipsticks to foundation, users can explore the myriad of styles and how the look could work for them before actually buying the product. A win-win for the consumer and the company! 

1 point for you technology. 

PS. It is also worth noting how Sephora rolled this out on Facebook isn't it? Of all platforms to do so, social media... OH MY GOD. Smart move and 2 points for you Sephora. In the grand scheme of things, doing so just seems right as it not only increases brand awareness, it engages their target audience. And why? Because, U.U.A. (That's right, another shameless plug hehehe)