In conversation with Ritesh Ujjwal, Chief Executive Officer, Kofluence
The digital transformation has led to the launch of new forms of marketing in the industry. One such form of marketing, which has secured a sweet spot in a short span of time, is camera marketing. Through the use of cameras, camera marketing allows brands to connect with their audiences in a more conversational way rather than just delivering the message. With the rise in the demand for video-based content, brands are increasingly shifting to camera marketing.
To understand the scope of camera marketing, what makes it compelling, and what trends can be expected in the coming years, Agency Reporter reached out to Ritesh Ujjwal, Chief Executive Officer, Kofluence.
Agency Reporter- Today the industry is already witnessing numerous forms of marketing. In your opinion, what is the scope of Camera Marketing?
Ritesh Ujjwal- Camera Marketing may look like just another medium for marketers to engage their audiences. But what marks it as its identifier is the simple fact that it drives engagement like no other. I believe with its many long-term benefits, Camera Marketing will soon become ubiquitous across advertising and become a permanent fixture in the digital marketing ecosystem.
As brands struggle with the notion of mixed reality, those that make the early move to incorporating AR/VR as a part of their holistic marketing strategy will lead the pack.
Agency Reporter- In the era of digital transformation, what makes camera marketing more compelling than other forms of marketing?
Ritesh Ujjwal- Camera Marketing can be used as a brand differentiator to deliver lasting impressions. What makes it most compelling is that consumers do not remain, mere spectators, while brands deliver a flat marketing message. Allowing consumers to play around and integrate the physical with the virtual, gives users the opportunity to actively mould their own experiences and have a much more authentic interaction with the brand. As TikTok completely democratized content creation with ease of content creation, we believe that camera marketing will truly democratize user-generated content-led marketing.
Agency Reporter- Brands are increasingly preferring to interact with their audiences through visual mediums. How can camera marketing help them in getting closer to their audiences?
Ritesh Ujjwal- When brands start distributing ads through the camera, they’re guaranteeing engagement. With Camera Marketing, brands are now able to sell various immersive and 3D experiences as a part of their marketing effort by giving the consumers the tools to tell their own story. Not only does it allow consumers to interact with brands in a more intuitive and personable manner, but it also leads to more brand recall for the marketer. Consumers become brand ambassadors by recording and sharing their experiences online on their social media accounts, instead of being passive recipients. It’s a win-win for both!
Agency Reporter- With the implication of everyone having cameras on their smartphones, camera marketing has barely been leveraged till now. What are the barriers that kept marketers from adopting camera marketing full-fledgedly?
Ritesh Ujjwal- It is true that smartphones have existed for over a decade now, but we are only just scratching the surface when it comes to exploring its camera capabilities. Let’s say 5 years ago, the very aspect of creating an AR/VR experience was cumbersome and difficult to implement. Whether it be investing in AR assets, hiring an AR engineer, or outsourcing AR gamification to specialized agencies, incorporating Camera Marketing into the marketing mix was a distant dream for brands lacking an enormous marketing budget. Investing in branded AR assets is one thing, but having the time to work upon a feasible model from ideation to full-fledged launch was easier said than done.
Agency Reporter- In order to connect with audiences in a more conversational way, what critical areas can brands work on while leveraging camera marketing?
Ritesh Ujjwal- As with other mediums, brands need to have a 360-degree approach wherein camera marketing is well integrated with other communication channels to ensure consistency. Brands that are using AR/VR mediums successfully understand that it needs to provide customer delight, and not just be a one-off gimmick. While a gimmick may generate some initial buzz owing to its novelty, it will most likely be short-lived. Marketers need to focus on storytelling that extends beyond the edges of a screen and provide experiences that adds value to the users.
Agency Reporter- Camera Marketing gives consumers a chance to exhibit their creativity and present themselves as brands’ ambassadors which is definitely the best marketing strategy. In the near future, what impact will camera marketing have on other forms of marketing?
Ritesh Ujjwal- I believe with increasing marketing efforts, more tools, more social media platforms, and more resources at disposal, brands are greatly simplifying and lowering the cost of bringing AR to life. Enabling marketers to deliver a narrative of their products in virtual while allowing customers to craft their own experiences and reality around it – Camera Marketing will provide brands the opportunity to position themselves in the best light possible, more so than any other form of marketing.
Agency Reporter- As they say, everything comes with its own challenges. What are the downsides of camera marketing?
Ritesh Ujjwal- While I do agree that developing AR capabilities is easier now than even, it is still financially and technologically taxing for small businesses.
There are also concerns over privacy rights and data security since Camera Marketing involves the collection and redistribution of large sets of data. It is easy to learn about individual behaviors and preferences based on how they use their cameras.
Another drawback is the possible danger that comes from modified reality. Users may engage in risky behavior, being too immersed in their virtual experiences, all the while losing foresight of the real-world dangers. This is rooted in how AR/VR makes it difficult for users to discern between what’s real and what’s not. The whole Pokemon Go fiasco, with its many, reported user fatalities serves as an important lesson on the need for cautious use of technology.
Agency Reporter- With rising demand for video consumption, what trends can be predicted in camera marketing for the year 2022?
Ritesh Ujjwal– There has been a preconceived notion in the market that augmented reality works best for the gaming and entertainment industries. But I believe in 2022, an increased number of companies, both operating within the niche and outside of it, will have to begin adapting to it.
The gradual albeit slow implementation of the 5th generation wireless technology will also open doors for more immersive and personable opportunities in Camera Marketing. By providing super-fast mobile networks, 5G will accelerate data transfer to the cloud and eventually provide customers with smoother and lag-free virtual experiences.