More than ever, marketing is driven by the wants and needs of the customer. As new technologies become available, customers want brands to deliver authentic experiences. This means that it is important for businesses and brands to keep pace with new technological advancements in order to meet customer expectations and deliver the best possible experiences hence the need to use augmented reality…
Augmented reality: definition
Augmented reality, more commonly referred to as AR, is an enhanced version of the real physical world that is achieved through the use of digital visuals, sound, or other sensory stimuli delivered through technology. By using AR, companies can offer customers a new type of experience by offering them the opportunity to familiarize themselves with a product or service before purchasing it.
In a marketing strategy, augmented reality is an emerging trend that allows brands to offer their customers unique experiences with the convenience of using their mobile devices. It has never been easier to reach a large audience thanks to this technology. MarketsandMarkets predicts that AR will reach $35.22 billion in the industry by 2022.
An April 2020 report by ThinkMobile also indicated that more than 50% of smartphone owners already use AR apps while shopping. However, the numbers may be wrong due to the fact that many consumers are not even aware that they are using this technology. Highly accessible and everyday used apps such as Google Translate use AR through their smartphone camera to see any text in 40 foreign languages as the user’s native language. Another example: Google SkyMap allows users to overlay their smartphone with the sky to see the names of stars, planets and constellations, all while using AR.
Augmented reality vs virtual reality
Augmented reality allows brands to offer their customers unique and engaging experiences that combine “real” and virtual interactive elements. This emerging trend is changing the game of marketing and sales, becoming one of the main choices among B2C markets, but it is different from virtual reality.
While virtual reality users are completely immersed in an artificial world, augmented reality takes the existing environment and enriches it with information and digital elements. This technology is not like VR because you don’t need a bulky, bulky headset. To use augmented reality today, you usually take your smartphone or tablet: the software complements the live image of the integrated camera accordingly.
Augmented reality can change your digital marketing strategy forever because it can:
- Attract the customer’s attention;
- Visualize a product for the digital marketing strategy;
- Let customers virtually try before they buy;
- Create a buzz around the brand;
- Inject life into objects;
- Gamify the digital marketing strategy
- Drive engagement with digital packaging.
Augmented reality marketing far outperforms traditional marketing in terms of conversion rates. The retail, furniture, fashion and cosmetics industries in particular are really capitalizing on augmented reality with virtual “try on” and “place in your space” features. By being able to “try on” shoes, sunglasses and clothing, customers are more confident in their purchase. The same goes for being able to virtually place a piece of furniture in your living room to see how it fits into your decor and available space.
Augmented reality and social networks
When it comes to AR marketing, the possibilities are truly endless, especially in social media. The latter usually use “AR filters” for fun and surprising effects in selfies and other photos, particularly suitable for marketing. Generally, it should be entertaining and fun.
Snapchat explained that a third of its users test the effect filters called “lenses” every day for an average of three minutes. Gucci Beauty, for example, has used augmented reality to experiment with personalized Gucci beauty looks. We’re so used to fun photo filters being part of our daily digital conversations that most people don’t even think of them as a type of AR.
World effects, for example, are perfect for designing a gamified experience for your target. They allow you to be creative, design your own playful virtual elements and bring them to life with different levels of interactivity. Whether you’re personally a big fan of photo filters or not, you have to recognize their popularity and their ability to entertain and engage thes people, and to encourage interactions with each other.
If your campaign strategy is primarily social media-based, adding a custom filter can benefit its engagement and entertainment levels.
Examples of the use of augmented reality in marketing
Product visualization
Allowing potential buyers to visualize a product is a decisive factor in the purchasing decision process. However, allowing users to have a realistic view of a product placed digitally in their environment is an indisputable advantage. To better present its products, the electrical installation company Busch-Jaeger used augmented reality so that its users could digitally visualize their range of products.
Brand storytelling
It is well known in marketing that brand values play an important role in the purchase decision. But not everyone really has the time or the motivation to browse the pages of a company’s history. That’s why how you tell your story really matters if you want to get your message and your values across. AR offers an interesting option for this as evidenced by the brand’s digital campaign created for Jim Beam® to celebrate its 225 year history.
Jim Beam decided to create the AR experience directly on the product itself, allowing users to engage with the story in-store or while enjoying the drink at home.
Interactive print ads
Printed advertising media dates back to ancient civilizations, but a lot has changed since the days of the papyrus. With AR, marketers can turn printed materials into portable sales channels. Germany’s largest travel magazine, for example, has ensured that 95% of its app users access augmented reality experiences in their print editions.
beauty app
The AR trial mirror, ModiFace, purchased by L’Oreal, is the most widely used AR technology in the beauty industry. Sephora is one of many other brands that have partnered with this app to allow users to try out their makeup at home. Using facial recognition, users can position their phone in front of their face and try out various features: photo-realistic makeup, different hair colors and more.
Experimental and viral marketing
In 2014, Pepsi installed AR technology in a London bus shelter, making it look like a lion, UFOs, flying saucers and other objects were heading straight for Londoners. Pepsi’s campaign highlights the effectiveness of AR when a company really knows its audience. Pepsi didn’t need to use AR to advertise its products. The brand trusts its consumers to enjoy the surreal experience and naturally share the story with their friends, creating buzz around their brand.
With all the biggest tech companies, including Google, Snapchat and Facebook, adding new AR capabilities to their platforms, now is the time to get creative and build augmented reality experiences into your marketing strategy.
All in all, it’s no surprise that this technology is becoming popular for advertising. Brands want to create more engaging content for customers, and augmented reality technology is the perfect tool to achieve this.
Has your company ever thought about implementing a marketing strategy based on augmented reality? Do you want to create an augmented reality experience that will boost your marketing strategy? Feel free to share your experience in the comments.