Augmented Reality (AR) is the technology that allows users to have an interactive experience with a digitized version of the real world that includes “augmented” objects. The real world objects are displayed computerized through the use of smartphone cameras, and allow users to manipulate the objects digitally. AR has become one of the most fascinating ways of interacting with consumers. This technology has incredible ability to entertain and engage. However, augmented reality marketing has to be strategic and has to be worth the budget.
AR offers an array of uses for industries and departments. Both brands and marketers must understand the functions of AR and how to best utilize them according to their target market and product offerings.
The Importance of Understanding AR
Augmented reality has many promises, with one in particular being that it serves as a brand differentiator.
Early adopters have identified AR’s potential to leave a lasting impression on consumers, and not just serve as entertainment. AR can be used to interact with a large consumer base. The brand can craft and present their brand message while incorporating emerging products to an AR experience. AR benefits both the brand and the consumer; new releases can be showcased through the use of AR while leaving consumers waiting to see more in the future.
Many brands have already adopted the use of AR. While it is true that AR is a promising marketing tool, brands must understand how AR plays into an overall marketing strategy. Marketing with AR must:
- leave a lasting and meaningful impression
- communicate a well-defined message
- provide a new form of brand engagement
It is important to understand how you can use AR to interact with your target market. This will be part of the user experience you provide.
Integrating Augmented Reality
As a brand, it is difficult enough to keep up with your target audience, let alone with the latest technology. Luckily marketers can help with identifying the best options for engaging with your audience and how to capture a larger market share. One of these options is AR, and there are many benefits to integrating AR into a marketing strategy.
AR will allow ads to be viewed in 3D as opposed to only two-dimensional. In addition, AR is the platform to use to solidify consumer relationships. That’s because AR has the potential to immerse viewers into the story being told. The platform allows for deeper connections to the content being showcased. It fully immerses the consumer. Enjoying an AR user experience is easy. You won’t need any additional devices or hardware to be immersed. All that is needed is a smartphone, and this, makes adoption easier.
AR can easily be transferred to other social platforms. You may already be using Snapchat filters and Instagram as a way to reach your audience, however AR can be used to immerse your consumer base even further by animating objects, and adding filters with distinct designs. In addition, integrating AR into marketing campaigns using Snapchat can be especially beneficial. AR has the ability to enhance live experiences, without detracting people from their reality.
The Future of Commerce
Augmented reality is revolutionizing commerce. Not only is AR easily integrated with social media, it can also be used in brick-and-mortar shops and e-commerce businesses. Brick-and-mortar shops can begin incorporating AR by installing digital virtual elements at designated locations.
Shops using AR will engage their consumer base not only through their customers’ cell phones, but also immerse the consumer while being in their store. AR can be used in a variety of ways at brick-and-mortar locations and marketers can really get creative with its implementation. Marketers can integrate virtual tours, allow consumers to try on virtual products, all while consumers have full control of the products characteristics.
Many brands have already tested the use of AR at pop up shops and they have proved to be beneficial. For example, Swarovski, a company producing crystal jewelry and accessories for the home, created several AR designs to be used at a pop up shop during the holidays. Guests with a smartphone could interact with the distinct animated looks created with Swarovski crystals, giving consumers the ability to try on an array of crystals.
AR can benefit e-commerce businesses by allowing consumers to visually understand what an item may look like in their home. Furniture companies can benefit immensely from AR, as consumers will no longer have to wait for an order to arrive to decide if they like it. They will be able to see with their smartphones how an item will look like in their home.
AR is an option that will impact consumers with vivid visuals in their user experience. Brands can begin to incorporate AR on small projects as a way to measure user response. It is a way to keep consumers engaged and asking for more AR options from the brands they love.
If you would like to know if augmented reality is a viable option for your business contact us! We are happy to discuss your marketing strategy! Give AM Strategies a call today and let’s discuss over coffee!
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