Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales efforts. In the four years since the company’s founding, Camera IQ had worked to break down the significant technological barriers that prevented companies from easily harnessing the power of AR at scale in their digital marketing campaigns in the metaverse. Several issues were on the table for discussion, including how to segment and target their customer base to drive exponential growth and how to direct their engineering resources to refine their platform to meet the needs of an expanding and diversifying customer base. Some in the company were advocating for the development of an entry price product tier with capped features to capture the mass market, while others were arguing that the company should focus on refining a more intricate enterprise solution. Still others were excited about the possibility of launching a two-sided marketplace for AR content and templates. As Camera IQ refined its customer value proposition, it would have to further differentiate AREs from other types of digital content and move beyond traditional notions of advertising toward the achievement of a richer, more immersive and engaging branded experience in the metaverse.