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What do Pokemon Go, Snapchat and PR have in common?

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Author: Lauren Kaufman, Vice President, Integrated Marketing & Analytics at PAN Communications, headshot
Lauren KaufmanHead of Data & Analytics

…the future of augmented reality is here, or at least having a meaningful impact on the way we consume content.

According to MarketingTechBlog, “Augmented reality is a digital technology that overlays text, images or video over physical objects. At its core, AR provides all types of information such as location, heading, visual, audio and acceleration data, and opens an avenue for real-time feedback. AR provides a way to bridge the gap between the physical and digital experience, empowering brands to better engage with their customers and drive real business results in the process.”

The ability to integrate your surroundings with your digital presence provides a more immersive experience and seems to be resonating very well with consumers. According to a report from SensorTower this month, the average iPhone user spends 33 minutes and 25 seconds a day on Pokémon Go, more than Facebook (22 minutes), Snapchat (18 minutes), Twitter (17 minutes and 56 seconds) and Instagram (15 minutes). PR Week also recently reported that Snapchat topped Twitter in daily usage, with +150 million active users.

Source: used under CC license.

The appetite for AR seems to be growing at an unprecedented rate, with Marketing Week reporting that “in the history of the internet and consumer tech, nothing has had an adoption of more than 100 million global users in six days. The last record was Candy Crush – that took one year and three months to reach the same level.”

This level of adoption speaks to the power of AR for engaging consumers, and points to the future of content consumption shifting to a more immersive, dynamic experience.

Content creators and marketers can learn a lot from the success of Pokemon Go, such as the importance of “relentlessly focusing on the customer experience” and having the “courage to bet big.” (Inc.)

Look at yesterday’s Yahoo! buyout. Ill-equipped for the mobile revolution, many are linking the Company’s seriously low acquisition cost to slow adaption to changing content consumption behavior (TechCrunch). But technology companies are hardly the only ones who need to be wary of changes in behavior when it comes to content consumption.

That’s not to say that marketers should run out and join Snapchat or watch their kids play Pokemon Go, but with the constantly evolving content marketing landscape, it is critical to have a finger on the pulse and be prepared to adapt to consumers’ changing content needs.

Monitor for new channels and see who key adapters are. Pay attention to the key opinion leaders in your space. Take a risk to create innovative and modern brand experiences. Authentic, compelling content is the underlying key to successful content marketing, and AR provides another channel for marketers to deliver value to key stakeholders, with a more engaging and impactful experience, whether it be for an educational, entertainment or functional purpose.

An image of PAN's Brand Experience Report on the Potentials and pitfalls of AI for marketers

In our annual Brand Experience Report, we asked marketers and customers how they are using and experiencing AI to better understand how the technology is changing that relationship.