Marek Wrobel vigilantly tracks emerging media tech for Havas Media Group. In his new monthly column in The Drum – the Media Innovation Round-Up – Wrobel talks through the ’new and shiny’ things and their role in the ever-evolving marketing mix. This week he explores AR shopping and brand building experiences, NFT, the potential of voice and Clubhouse for brands.
Shopping in AR?
Machine A, a high-end fashion boutique, launched an augmented reality (AR) store environment to promote its London Fashion Week collections. How does it fit into the e-commerce revolution?
If someone woke me up in the middle of the night asking which emerging technology has the biggest potential to change marketing, I would say augmented reality (once I stopped screaming). I feel even more bullish about it now it is being supercharged by technologies such as WebAR, Persistent AR and LiDAR. These make AR more accessible, turn it into a shared …