Tribal marketing connects brands with communities of like-minded people and provides them with goods and services that align with their shared values. When done correctly, tribal marketing allows you to create meaningful connections between your brand and its niche group of customers.

However, there is a big problem with tribal marketing: Tribal experiences face serious limitations with space and time. As a result, consumers can’t interact with the brand as much as they’d like. This holds the tribe back, and with it, your tribal marketing strategies.

This article explains how augmented reality overcomes the barriers of tribal marketing and boosts…


In the Summer of 2016, Niantic’s Pokémon Go became a veritable cultural phenomenon. During its debut week on the app store, the app had 7 million downloads. Its usage of location-based features and the augmented reality technology helped push mixed reality (MR) into the public consciousness.

Since Pokémon Go’s monumental success, marketers have tried to use mixed reality for their brand experiences. But, are they doing it right?

Well, not really, since those aware of mixed reality haven’t effectively leveraged it to its fullest potential.

Before we dive in, first ask yourself this: Is the Pokémon Go style of mixed…


How can you make sure that consumers will actually follow through and visit your store, instead of “getting lost” along the way?

Marketers are struggling with this very feat. Encouraging customers to transform brand awareness into foot traffic at your store is no easy task. This is because today’s consumers are inundated with advertisements.

The bridge between brand awareness and purchase is called the attention-purchase gap (APG). Many retailers are unable close this gap or increase foot traffic in their store fronts. …


Augmented reality has changed the game of social media advertising. When used well, it can enhance consumers’ experience with your brand.

The key to advertising through social media is to integrate augmented reality into your brand’s marketing mix. Snapchat’s interactive lenses, for example, have opened the door for an entirely new form of marketing. Their efforts have been so effective that brands like Facebook have already jumped on the bandwagon.

Some brands are willing to pay ​$750k for a custom Snapchat lens, knowing the price is well worth it. These lenses not only expose brands to consumers but also engulf…


Augmented reality can close the attitude-behavior gap in a completely new way

Photo by Donald Giannatti on Unsplash

Nonprofit marketing is not easy. While most consumers are certainly in favor of reducing inequality, helping the environment, and other worthwhile causes, making consumers act on their good intentions is a different story. Academics call this the ‘attitude-behavior gap’: consumers say they care about certain issues, but their positive attitude does not translate into actual behaviors.

The attitude-behavior gap is especially problematic when nonprofit marketers try to raise donations for worthwhile causes or move consumers to engage in pro-social behaviors, such as donating blood or cleaning up the environment. …


How Pepsi reinvents prankvertising with augmented reality

Consumers naturally share what is exciting to them. Marketers know this, and are constantly searching for new ways to create gripping brand experiences. With more and more brands entering this race, it becomes increasingly difficult to “wow” consumers. What has been true for advertisements for a while now begins to plague experiential marketing: It’s tough to break through the clutter.

Brands need something different, something that stands out to consumers.

Just put yourself into your customers’ shoes for a moment: You are going along with your daily life and encounter an experiential marketing campaign. Do you choose to take part…


As the world wakes up again, it’s now more important than ever to recognize AR’s potential for experiential marketing

The #Unignorable Tower creates an alternative environment within familiar surroundings (photo credit: Array of Stars)

Augmented reality (AR) has received much attention over the last 12 months as stores closed their doors and consumers sheltered in place. AR brings the in-store buying experience into consumers’ homes: By enabling shoppers to see how a new pair of glasses, cute summer dresses, or freshly dropped sneakers look like on their own faces, bodies, and feet, AR increases confidence when buying online. And even as physical stores reopen around the world, AR is a good solution for customers who worry about trying on items that have been touched by countless hands before them.

Augmented reality is clearly having…


Holographic displays can increase sales by up to 600%

photo credit: This is fine meme by KC Green, with VR goggles added by Joachim Scholz

You’ve heard about smart glasses, but do you know that holographic displays can provide similar benefits much sooner? This article shines light on why hands-free, three-dimensional, and always-on displays are an important near-term marketing tech that’s much closer than the AR smart glasses everybody is dreaming about.

Don’t get me wrong: I’m super excited about the next generation of AR and XR glasses that are rumored and teased all around the interwebs. Because hands-free and consumer-facing smart glasses will catapult AR into the next stage of its development — hello AR 3.0 …

Dr. Joachim Scholz

I’m a Marketing Professor who teaches the world’s first dedicated AR Marketing courses. I reveal how brands can use AR/XR to become part of consumers’ lives.

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