New Ideas in Marketing
Essential news for marketers, summarised by YouGov

The market for augmented reality (AR) is expected to grow by 31% annually to more than 120 million users in the US by 2021.

Though AR and its “wow-effect” might get the inspiration process started for consumers, it is nostalgia that bridges the gap between psychological aspirations and physical stimuli. While a study found notalgia was the key motivator for consumers, marketers can use the retro-styling to increase the level of nostalgia to drive consumer behaviour.

Further, nostalgia will allow legacy brands to leverage past relationships and create stronger and more meaningful inspiration “episodes”. Creating nostalgic based episodes related to and generated by brands can likely drive consumer behaviour.

The piece contends even though nostalgia and AR make the perfect pair, nostalgia is going to play a bigger role to inspire consumers to take action. Conversely, AR will contribute to delivering the nostalgic episodes.

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[7 minute read]

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