In the dynamic marketing world where the AIDA funnel model is being superseded by technologies and changing customer behaviours, traditional models are being redesigned. The other improvement is the Presence–Focus–Participation funnel, a concept developed by Ferenci based on AR which makes brands engaging. This essay covers the effects of AR on brand engagement, discussing how AR influences consumer experience and pinpointing main B2B and B2C customers eager to experiment with AR. Additionally, a specific virtual reality design for New Balance shows how AR can be used to increase brand connection and strengthen consumer involvement.
The Presence–Focus–Participation Funnel
According to the Presence–Focus–Participation funnel, marketing is in transition as AR takes the place of engagement with the consumers at different levels of their trip. At this Presence stage of AR, the consumers are mesmerized and thus made aware of the brand by the virtual environment they are fully present (Avery & Nahas, 2022). As an illustration, in AR-enabled gaming, the players are transported to their desired games’ surroundings, thereby heightening their engagement and bond to the brand. Consequently, in the music and entertainment industry also where AR concerts and interactive experiences are a bridge between fans and artists, these deliver exciting interactions and create memorable moments that end up strengthening the brand affinity.
In the Focus phase, AR is aimed at attracting consumer attention to certain brand topics or products in an immersive environment. For illustration, take the beauty industry, where AR try-on functions facilitate consumers to experience different makeup styles as well as those products being showcased, which results in interest and consideration of the products. Similarly, DTC brands can use AR as a way of emphasizing the distinct properties or the core brand values, which are usually interesting and stimulating for consumers. Through offering targeted interactions, AR increases brand recognition and invites users to connect with the brand on a deeper level.
At this last stage, the Participation stage, consumers are encouraged to actively engage with the brand, going from just showing interest to acting. In the B2C context, this could be a transaction or sharing AR experience over social media platforms, boosting brand voices, and linking with community members (Avery & Nahas, 2022). In contrast, B2B clients may engage actively in AR creation, design output, and innovative brand experiences that generate results. By way of people’s engagement with the brand, the brand builds a strong relationship with customers and, in turn, leads to brand loyalty and business growth because consumers engage in responsible behavior.
Relating the New Funnel to the Customer Journey
The Presence – Focus – Participation funnel complements this journey of the customer by ensuring that there are togetherness experiences at each stage. Both the approaches in the frameworks are somewhat similar, however, with the use of different methods. The traditional customer journey follows a linear path of stage awareness, consideration, and purchase in accordance with the new funnel, a cyclical reinforcement communication loop that is enabled by augmented reality (AR) (Avery & Nahas, 2022). This approach to the non‑linear mindset reflects acceptance of the ever-changing nature of today’s consumer behavior. It offers the consumer the opportunity for repeated interactions and deeper brand bonding.
For instance, imagine a shopper trying to decide on athletic shoes. In the old-fashioned customer journey, they may begin with identification via surfing the net or viewing ads fol, low by an evaluation of features and price before also ultimately making a purchase. Unlike such, the Presence–focus–participation funnel puts the virtual fitting rooms to work using AR, and the consumer can visualize different shoe models, assess them in a comfortable and performing virtual area, and share them with friends on social media. The immersive experience goes beyond making informed choices and forging emotional as well as cognitive associations that finally end up as word of mouth and result in brand loyalty.
Identifying B2B and B2C Customers Interested in AR Experiences
According to the case study, both B2B and B2C customers are predicted to show high engagement rates towards product and service AR experiences in the upcoming 3-5 years. The B2B segment includes some of the biggest giants of CPGs, like Nestlé and Unilever, who are the best players in using AR technologies. These giants of the industry are the most involved in digital marketing and they always seek new approaches in their efforts to reach consumers and enhance their brand relations. AR offers the untapped power to involve customers and to create campaigns that hyper-connect to the chosen target audience (Avery & Nahas, 2022). Such as Nestle’s AR packaging revealed an attention to detail in entertaining the customer through product packaging complemented by additional information or entertainment. Moreover, by using AR to highlight key product features or advantages, Unilever can facilitate greater customer engagement while simultaneously boosting sales.
Beauty companies are the best examples when it comes to B2C. Wet ‘n Wild Beauty shows that beauty brands are willing to embrace AR features and can greatly benefit from them. As the desire grows for AR applications in beauty within the online shopping industry, AR becomes a significant tool for brands to enhance customers’ shopping journey and increase sales. For example, Wet ‘n Wild Beauty can integrate AR-enabled makeup simulators, which will enable customers to sample products provocatively and experiment with different looks before making a purchase. This diverse and engaging approach not only offers more to the consumer but also builds brand loyalty and respect so the brand can stand its ground in the competitive beauty market.
Designing an AR Experience for New Balance
Using AR technology, New Balance can strengthen its position in a very competitive footwear industry and, at the same time, attract a positive brand perception through a very immersive and interactive experience for the client’s purchasers. The goal of AR experience is to meet a range of goals like building affinity for the brand and providing immersive product exploration and personalized suggestions to clients. By linking the product directly to the main target customer groups, athletes and fitness enthusiasts, the usage of AR technology will offer an outstanding and lifelike 3D experience. The main goal for the AR experience by this brand is to provide customers with enough information needed to make the right buying decisions by means of presenting them with an immersive and educational journey through the brand’s product options. The users activate the AR journey through the New Balance app or the website and the AR option comes into life to aid the virtual fitting room experience. This futuristic try-on drastically reduces the need for physical fitting rooms and most definitely enhances the convenience factor. Also, the AR interface lets the customers be involved in a comprehensive exploration of key product features and performance options, while the recommendation system that is personalized based on personal fitness goals and user preferences generates trust and satisfaction in the end.
In conclusion, AR is a powerful technology for revolutionizing brand-consumer interaction and developing sensory-based brand experiences. Through the utilization of the Presence–Focus–Participation funnel and knowing that the B2B and B2C customer groups have distinct needs, Camera IQ’s brand is prepared to capture the emerging opportunities in the ever-changing marketing arena. Through the case study and AR experience design for New Balance, AR can change the way brands interact with consumers and create outcomes with significance in the digital age.
References
Avery, J., & Nahas, R. (2022). Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences (Case No. 9-522-002). Boston, MA: Harvard Business School Publishing.
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