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How to use Augmented Reality in your marketing strategy ?

Augmented reality gives businesses a chance to create memorable experiences that spark emotional responses connecting people even more to a brand.

In this article , we share innovative ways to reach and catch the attention of your target audience using augmented reality.

What is Augmented Reality?

Augmented reality is defined as a technology that adds another dimension to how we view the world by layering information onto what we currently experience in the form of visuals, sounds and other sensory experiences. As opposed to virtual reality, augmented reality changes your reality to a certain degree but does not immerse you in a different world.

Companies such as Google Glass have developed devices to incorporate augmented reality into their product. Now, they are seeking additional ways to create new experiences for their customers and prospects with this technology. While you may not be at the point where you can develop the technology, you can think of ways to use what’s already out there in your own marketing strategy. 

Augmented reality, or AR, is still perceived by some as a future technology, straight out of science-fiction movies.  In truth, AR has been in use for several years, and it is a rapidly growing technology for marketing.

As the name implies, AR takes a picture of a real scene, allows the user to add or change elements and then displays the integrated (or augmented) image.

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The importance of Augmented Reality

More than ever, marketing is being driven by the wants and needs of the customer. As new technology becomes available, customers want brands to deliver experiences that use it. This means it is important that brands keep pace with new advances. Then, they can meet customer expectations and deliver the best possible experiences.

This is why marketers need to consider how virtual reality (VR) and augmented reality (AR) can be used. When you consider the fact that these technologies are already disrupting sectors, failing to utilize them could leave you lagging behind your competition.

Augmented Reality (AR) for marketing

Companies cannot afford to ignore mobile technology when planning a marketing strategy. As AR mobile apps become more flexible, functional and economical, more and more companies are finding innovative ways to use the technology as a marketing tool. Some of them have admittedly shown little creativity in their campaigns, but others have found novel ways to use AR mobile apps.

Augmented Reality (AR) for marketing

Augmented reality (AR) allows brands to give customers unique experiences with the convenience of tapping into their mobile devices. AR gives you another tool when it comes to driving sales and enhancing brand value through mobile devices.

AR is more than just a novelty or a new frontier in gaming. It stands to be one of the driving forces behind sales and marketing innovations over the next decade. Using AR, businesses will be able to upgrade the experience they offer their customers, leading to increased business opportunities and sales.

Brands can use AR to allow consumers to try products before they buy them, with augmented shopping experiences becoming increasingly popular. From clothing to test driving a possible new car, you can craft AR experiences that make shopping – whether at home or in-store –  easier.

Similarly, AR offers the potential for businesses to include a digital component on top of their physical locations. Customers are able to use an AR experience tailored either toward providing a brand-related experience.

You can even use AR to take branding materials like business cards and brochures to the next level. Users can scan printed materials with their mobile devices to access a range of features giving them more information and ways to get in contact with the brand.

 

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How to use augmented reality in marketing today

Augmented reality gives businesses a chance to create memorable experiences that spark emotional responses connecting people even more to a brand.

In this article, we share innovative ways to reach and catch the attention of your target audience using augmented reality.

1. The use of Augmented Reality in Content Marketing

Think of augmented reality as adding another dimension to what you are already implementing with your content. It allows your audience to upgrade the content they are interacting with by adding or subtracting filters or visual stickers you can create and provide. Empower them to customize the content how they like before sharing it with others.

Both you and your audience help create that dimension. For example, you can use it in your product catalog. Allow the user to lay a product over a certain environment to see how it would fit. Consider how augmented reality can provide that “try before you buy” feeling so buyers can experience more realistic online purchases. In this way, augmented reality content could be the solution for a challenge. It can plague industries related to selling furniture, makeup and clothing online. Focus on the fun, accessibility and visualization aspects within your augmented reality content, keeping in mind what your audience wants to see and how it will help them.

2. Brand storytelling by AR

It is well known among the marketing community that brand values play an important role in the purchasing decision. But, not everybody has the interest or the time to go through a company’s about and history pages.

The perfect opportunity to inform, entertain, and engage your audience while telling your brand’s awesome story.

3. Advertising by Augmented reality 

This strategy in content and messaging doesn’t have to uniquely apply to your website. You can incorporate the “try before you buy” approach into advertising campaigns. Think about taking gamification in advertising. Enhance interaction and immersion using augmented reality. Give the user more control of what direction your advertising will take them. Try it without losing the ability to get your message across. Make the user feel empowered and less like they are being sold to.

You can incorporate virtual tours and case studies that the user manipulates to navigate to the offer that is of the greatest value to them. That also helps enhance the personalization aspect of what you are trying to achieve.

4. Product demonstration in AR

Using augmented reality for demonstration purposes is especially efficient for products that have complex functions that are hidden to the naked eye.

5. Augmented reality: App Development

If your budget and technology talent can accommodate it, the next step in leveraging augmented reality within your company is developing your own apps. This allows your audience to interact with your brand more directly.

Using this strategy, some brands have already found that they can convince users that their app provides superior interaction features over existing social media platforms. As a result, others have joined users on these apps and created a social-media based community around that brand. Encourage users to share their augmented reality experiences in terms of how they are using the app and what it can do for them.

6. AR and Product visualization

Allowing potential buyers to view a product is a decisive factor in the buying decision process. However, allowing users to have a realistic view of a product digitally placed in their environment is an inarguably a plus.

7. Out-of-home advertising by augmented reality

Moving away from the traditional out-of-home (OOH) advertising categories such as billboards and highways, a new format is arising with augmented reality: Interactive AR building façades.

8. AR for Instore navigation and shopping

Drive foot traffic to stores and assist customers with navigation inside business premises. Direct users to sales and products you wish to highlight and set up Point of Interest campaigns to emphasize sales, endcaps, individual products, and more.

How to use Augmented Reality

Things to Ponder Before Adding Augmented Reality

Like any marketing technology or social media platform, you shouldn’t toss augmented reality into your marketing strategy. Because it seems like the thing to do or because everyone else is doing it.

This type of technology may not yet be ready or relevant to every industry. Make sure you can effectively use augmented reality in one or more of the aforementioned ways. 

Before launching any use of AR, test it again and again. Do it until you know it offers a truly unique, engaging experience for your audience. This may mean investing in user testing, which is well worth the return to ensure you get it right. If you can get the audience excited from the start, the virtual enthusiasm will rise incrementally. That will give you something to build on with your other marketing efforts. You can potentially increase the number of shares and likes you receive through social media.

Take it slow. Stay attuned to further developments in augmented reality. So, you can add the technological innovations as you continue using it throughout your marketing strategy.

 

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