Try Karma Today

Opinion and analysis from a team of private investors for today’s most creative minds in business.

Try Karma Today

Join Karma Premium

Gain exclusive member access to industry briefs, market movements, and in-depth analysis of global economic shifts.

The Risks & Rewards of People-Centric Brands

Harnessing the power of celebrity to sell products and services is as old as marketing itself. While the tactic is still very much in vogue, the status quo is being challenged by brands using AR - augmented reality - to bypass spokespeople and connect directly with consumers.


When brands cut out the middleman and engage directly with consumers via AR, they can minimize traditional and emerging risks associated with influencer marketing campaigns and exert greater control over the lifecycle of the customer experience. And if the AR experience is compelling and shareable, it can turn end consumers into influencers in their own right.


April Mullen is Director of Consumer-First Adoption at Selligent Marketing Cloud, a B2C marketing platform that enables brands to map and track data from multiple marketing channels to individual customer profiles. From her perspective, “Influencers and celebrities can help sell product, but the market is saturated with this type of marketing. Some consumers want to buy from brands that are more aligned with their realities and values. There is a place in marketing for messaging that doesn’t tell people who they should aspire to be, but how to be comfortable with who they actually are.”

Join Karma Premium

Gain exclusive member access to industry briefs, market movements, and in-depth analysis of global economic shifts.

THIS ARTICLE IS EXCLUSIVE TO

Karma Members

arrow-right-light

Industry News

See what deals are on our radar and why. Every day, we break down the most significant private market headlines and deals.

arrow-right-light

Company & Investor Profiles

Conversations with investors and entrepreneurs we are keeping an eye on.

arrow-right-light

Perspectives from Thought Leaders

Read opinions from our network of advisors, investors, operators and analysts on the risks and opportunities they see in key business sectors.

What is Karma Network?

Karma is a content platform for opinion and analysis from today’s leading investors, entrepreneurs and analysts on the risks and opportunities surrounding industry-shaping businesses and ideas.

Related Content