This document discusses how augmented reality can help marketers break through clutter. It defines augmented reality and outlines its history. Four attributes that lead to marketing clutter are identified: what, when, how, and why brands communicate. Augmented reality is proposed as a new "how" channel that can decrease clutter when used alongside other traditional channels like print. Successful AR applications from brands like IBM, Shiseido, De Beers and Dulux are summarized that enhanced the shopping experience. The document concludes augmented reality is a valuable new tool for marketers to engage consumers amidst increasing marketing messages.

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Breaking the Clutter:
An opportunity for
Marketers
Author- Jasleen Kaur Gumber
i) Four attributes that lead to a Market getting cluttered
with Brands and their communications
ii) Augmented Reality as one of the sublet of ‘How’
attribute
iii) What kind of industries should opt for ‘Augmented
Reality experience’ to their consumers?

2. Breaking the Clutter: An opportunity for Marketers
Author- Jasleen Kaur Gumber Page 2
1.1 Challenges Marketers Face
“You cannot walk down the street without being bombarded”
- Bob Garfield, Advertising Writer
"I think the biggest issue everyone faces—regardless of the industry—are customers
suffering from information overload and cutting through that clutter," says Pam
Nochlin , Marketing Creative Manager for Citi Cards, the credit card division of banking
and financial services provider Citi.
(Reference- September 2, 2014 at http://www.targetmarketingmag.com/article/marketings-biggest-challenges-1-cutting-
through-clutter/1)
Could we remember how many marketing messages we've seen or heard since we woke
up this morning? Probably the answer is no. Messages stemming from advertising,
promotions, PR, direct marketing, and salesmen are everywhere. We encounter them on
our way to work, in newspapers and magazines, stores and restaurants, when watching
our favorite sports, looking out of an airplane window, or even while socializing with
friends. As a consumer, it is impossible to keep track of everything marketers are trying to
tell us.
This abundance of marketing messages is often referred to as Clutter. Clutter makes
consumers less likely to pay attention to marketing messages. What is more, clutter
breeds avoidance behavior and skepticism, which makes consumers more likely to
actively resist marketing messages.
Clutter is a function of Four attributes- What, When, How and Why?
1. What- What is the brand trying to drive through its Marketing communications? It
might range from Brand Promise to promoting specific products and technologies
2. When- When are the communications established in the market? Is the
communication scheduled only brand is facing crisis like- decrease in market share/
sales/ brand recall?
3. How- How is the brand talking to the consumer? Which all channels are deployed-
print, online, TV, etc?
4. Why- Why is the brand communicating what it is communicating with the
consumers? Is the objective brand awareness or Consumer engagement?

3. Breaking the Clutter: An opportunity for Marketers
Author- Jasleen Kaur Gumber Page 3
Shuffling within these four attributes and the sublets brands discover different
permutation for themselves which might affect the marketing results by minimizing the
clutter effect in the market.
For E.g. - Brand A Corp is in consumer durables and relies heavily on ‘Print’ under the
‘How’ Attribute. ABC realizes the print medium is getting saturated with the
advertisement from the industry and creating a clutter.
A Corp should then map the four clutter attributes of their brand with communication. An
example is shown below for their competitors- B Ltd and C &Co
A Corp B Ltd C & Co
Attributes
What Product
Sales
Promotion
Product
When Seasonally Continuously Continuously
How Print Print/ Online Print/ Outdoor
Why
Consumer Engagement
and Brand Recall
Increase Sales
Consumer Engagement
and Brand Recall
In the given scenario, a shuffle in the attributes can decrease the clutter created by
competition for A Corp. Understanding the customer attributes to marketing is the first
step to measuring the amount of clutter, consumer is getting bombarded with. If A Corp
tries to embrace platforms like Online and Outdoor more extensively it will face lesser
competition from both competitors put collectively as in Print.
This framework would also help marketers to explore newer opportunities to connect and
communicate with the consumers.

4. Breaking the Clutter: An opportunity for Marketers
Author- Jasleen Kaur Gumber Page 4
Clutter
Attributes
What
*Brand Message
*Brand Promise
*Product Information
*Brand Awareness
*Sales Promotion offers
*Value Proposition
When
*Contunuously
*Periodically
*Seasonlly
*During Sales Dip
*Based on Budget
allocation
*Competition dependent
How
*Print
*TV
*Radio
*Outdoor
*Online
*Ambient
*Direct Mailer
*Augmented Reality
Why
*Increase Brand Recall
*Prompt Customer
Engagement
*Increase Sales
*Consumer Perception
Change
*Comsumer Awareness
*Brand Building

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Author- Jasleen Kaur Gumber Page 5
1.2 Introduction to Augmented Reality
There are a lot of newer ways to connect with your consumers amongst the prevailing
heap of brand communication and one of the most effective and upcoming is the use of
Augmented Reality.
Abbreviated as AR, AUGMENTED REALITY is a type of virtual reality that aims to
duplicate the world's environment in a computer. An augmented reality system generates
a composite view for the user that is the combination of the real scene viewed by the user
and a virtual scene generated by the computer that augments the scene with additional
information.
The virtual scene generated by the computer is designed to enhance the user's sensory
perception of the virtual world they are seeing or interacting with. The goal of Augmented
Reality is to create a system in which the user cannot tell the difference between the real
world and the virtual augmentation of it.
AR is a live, direct or indirect, view of a physical, real-world environment whose elements
are augmented by computer-generated sensory input such as sound, video, graphics or
GPS data. It is related to a more general concept called mediated reality, in which a view of
reality is modified (possibly even diminished rather than augmented), by a computer. As a
result, the technology functions by enhancing one’s current perception of reality. By
contrast, virtual reality replaces the real world with a simulated one.
Augmentation is conventionally in real-time and in semantic context with environmental
elements, such as sports scores on TV during a match. With the help of advanced AR
technology (e.g. adding computer vision and object recognition) the information about the
surrounding real world of the user becomes interactive and digitally manipulable.
Artificial information about the environment and its objects can be overlaid on the real
world.
The key to augmented reality is the software. Augmented reality programs are written in
special 3D augmented reality programs such as D'Fusion, Unifye Viewer or
FLARToolKit. These programs allow the developer to tie animation or contextual digital
information in the computer program to an augmented reality "marker" in the real world.
Today Augmented Reality is used in media, entertainment, military training, engineering
design, robotics, manufacturing and other industries.

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1.3 Origin of AR
From 1957, a gentleman known by the name of Morton Helig began building a machine
called the Sensorama. It was designed as a cinematic experience to take in all your senses
and, shaped, rather like arcade machine from the 80s. It blew wind at you, vibrated the
seat you sat on, played sounds to your eyes and projected a form of
a stereoscopic 3D environment to the front and sides of your head. It was supposed to be
impressive with its demo film of a cycle ride through the streets of Brooklyn but it never
sold commercially and was very expensive to make films for largely because it involved
the camera man having three cameras strapped to him at all times, and while it was really
more an adventure in full virtual reality, there are clearly elements of AR involved with
both the devices in place between the user and the environment and that fact that the
environment itself was, itself, the real world viewed in a real time situation - even if
recorded.
In 1961, Philco Corporation engineers developed the first HMD known as the Headsight.
The helmet consisted of a video screen along with a tracking system. Then they linked to a
closed circuit camera system. Then somewhat similar HMD was used for helicopter pilots.
While flying in the dark these were of great help.
In 1966 Professor Ivan Sutherland of Electrical Engineering
at Harvard University invented the first model of one of the most important devices used
in both AR and VR (Virtual Reality) today - the head-mounted display or HMD. It was a
monumental piece of kit that was too heavy for the human head to actually bear and so
hung suspended from the ceiling of the lab instead which was how it got its nickname as
The Sword of Damocles. Being early in the scale of computer technology, its graphical
prowess was fairly limited and provided just simple wireframe models of generated
environments. Nonetheless, it was the first step in making AR a usable possibility.
(Exhibit- 1 shows the picture sketch)
While it might have been around for a few years in one shape or other, the phrase
Augmented Reality is supposed to have been coined by Professor Tom Caudell while
working in Boeing’s Computer Services' Adaptive Neural Systems Research and
Development project in Seattle. In a search to find an easier way to help the aviation
company’s manufacturing and engineering process he began to apply virtual reality
technology and eventually came up with some complex software that could overlay the
positions of where certain cables in the building process were supposed to go. It means
the mechanics didn't have to ask or try to translate from what they found described in
abstract diagrams in manuals.

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At the same time, in 1992, two other teams were made big steps into this new world. LB
Rosenberg creates what’s widely recognized as the first functioning AR system for the US
Air Force known as Virtual Fixtures where fixtures were what he described as cues to help
guide the user in their task and did so in very big letters.
A second group, also fond of capping things up, made up of Steven Feiner, Blair
MacIntyre and Doree Seligmann - all of whom now lead in the field of AR - submitted a
paper on a prototype system they called KARMA (Knowledge-based Augmented Reality
for Maintenance Assistance). The team from Columbia University built an HMD with
Logitech-made trackers attached to it and the object they were dealing with - a printer.
The project was then to develop 3D graphics of a ghost image to show people how to load
and service the machine without having to refer to instructions. The paper went down
rather well and was widely cited within the science community.
And just to prove it’s not all work, work, work, AR hit the arts world in 1994 as Julie
Martin became the first person to bring the concept into public performance. She created a
government-funded show in Australia, sounding rather like a ITV celeb show, called
Dancing in Cyberspace where dancers and acrobats interacted with virtual objects
projected into the same physical space as themselves.

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1.4 Successful implementations of AR
There have been some breakthrough innovations in this field and marketers have been
really quick in adopting them for their brands.
Some of the most successful have been enlisted below-
1. IBM Application- Research by IBM showed that 58% of consumers want to get
product information in-store before a purchase, and that 19% of customers will
browse mobile devices whilst shopping. To address this consumer need in a way
they are using, IBM launched their AR app. Acting like a personal shopper, it uses
augmented reality technology to provide shoppers with personalised information
whilst browsing the shelves.
https://www.youtube.com/watch?v=EAVtHjzQnqY

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2. Try Live- This website allows users to try on glasses, jewelry, shoes, clothes,
and allows users to customize their home as well. This is awesome for those of
you who like to shop online, now the user can try things on before buying.

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3. Shisedo Makeup Mirror- Many women struggle to find the right shades of makeup
or want to know how things will look before they commit to a purchase. The
augmented reality makeup mirror from Shiseido takes an image of a shopper’s face,
before showing them what the latest cosmetics products will look like on their face

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4. De Beer Forever Fitiing- Diamonds may be a girl’s best friend, but choosing the
right ring for a loved one can be a difficult task. That’s where ‘Forevermark Fitting’
from De Beers comes in. The AR download allows shoppers to try on the
Forvermark collection through their webcam, and see how pieces would look in
certain lights and against certain skin tones.

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Author- Jasleen Kaur Gumber Page 12
5. Visualizer Mobile App for Dulux- Dulux parent company, AkzoNobel, combined
mobile interactivity and repainting walls with an augmented reality (AR) app that
allows consumers to dynamically re-colour walls using their mobile device.
The Visualizer mobile app was developed by UK computing company, String, in
partnership with AkzoNovel, Tessella and Webcredible. Using AR, consumers have
the ability to re-colour their walls as they move about room with a mobile device. As
well as choosing, storing and viewing colours and colour schemes, consumers can
use the app to save screenshots and share these with friends. The app was launched
in June on Google Play and Apple App Store in 40 markets excluding the US, in 28
languages and across 25 of AkzoNobel’s paint brands including Dulux, Flexa,
Nordsjo and Coral.
https://www.youtube.com/watch?v=QFr5R94BUH8

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1.5 Exhibits
Exhibit-1

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