Augmented reality is the relatively new technology that imposes digital objects on the real environment. Augmented reality marketing does this with the help of this innovative technology and provides customers with unique and appealing branding experiences. As more brands look into incorporating AR into their marketing strategies, this relatively new approach remains set to grow as a game changer in various sectors.
I will describe what augmented reality marketing is by giving a brief explanation of this innovative form of marketing.
Augmented reality marketing can be described as the use of interactive digital objects in the real world marketing environment. Unlike virtual reality, which builds an entirely simulated environment, augmented reality adds layers of computer-generated objects on to the real environment.
For instance, furniture companies can enable consumers to position a couch or a table in a living room to help them visualize the products in their environment. Or a makeup company could allow users to apply different lip colors virtually by using their phone camera. These AR experiences include digital components while being situated in the physical environment, making brand interactions unique and impactful.
Advantages of Augmented Reality Marketing
There are many unique advantages for brands that leverage augmented reality marketing:There are many unique advantages for brands that leverage augmented reality marketing:
– Immersive brand experiences: AR drives brands beyond conventional ads and provides customers with multi-sensory, interactive experiences that encompass them. It makes for the formation of stronger brand associations and memories.
– Enhanced products visualization: In this case, instead of just viewing a picture of a particular product online, with augmented reality, the customer gets a chance to see the product as if it were placed in their real environment before they buy it. This makes people to have confidence and believe in whatever the business is undertaking.
– Viral marketing potential: The key benefit that can be seen through augmented reality is the factor of surprise, which is familiar from advertising, and prompts people to share the information through social media. This organic amplification effect results in increased brand awareness of a given product.
– Valuable customer data: AR campaigns can also gather opt-in information on engagement times, interactions, and preferences to enhance marketing.
– Flexible implementation: AR can be initiated on everything from product packaging to print media ads and even websites for that matter by brands. The possibilities are wide-ranging.
The following is the list of the Augmented Reality Marketing examples:
More and more major brands are trialing inventive augmented reality marketing strategies:More and more major brands are trialing inventive augmented reality marketing strategies:
– Ikea launched an application based on augmented reality that can help to place furniture at home without buying it. The customers can see real life like full size 3D images of the rooms with options for changing the finishes of the products before they make the actual purchase. The visualization makes certain that products are not only stylistically compatible but also ergonomically suitable.
– Augmented reality is employed by L’Oreal in such a way that consumers get an opportunity to test makeup products virtually by using the camera on their smartphone. All sorts of lipsticks, eyeshadows and many others can be tried out before purchasing any single item. This improves the retailing experience and also reassures the suitability of products to be sold.
– Coca Cola released promotional bottles with the Wonder Woman movie series characters. When the customers scanned the bottles with an augmented reality application, extra characters were depicted as in animated shots. This resulted in an engaging, sharable branded event for fans.
These examples show how one can use augmented reality marketing techniques creatively and add consumer value.
Designing an Augmented Reality Marketing Strategy
Brands interested in launching their own augmented reality marketing should follow these steps:Brands interested in launching their own augmented reality marketing should follow these steps:
1. Set Campaign Goals: Determine the objectives for implementing augmented reality based on the requirements of its usage in business, such as brand exposure, call generation or sale. Certain numeric targets should be made as the measurable targets of an organization.
2. Develop Immersive Experiences: Come up with unusual ideas on how digital technologies can be incorporated into tangible brand contacts. Concentrate on the sharing of the message in fun and engaging ways while delivering informative and useful content to the target clients.
3. Choose a Technology Platform: Identify the most suitable AR softwares that can optimize the delivery of experiences in terms of cost and audience reach. Most of the platforms used have templates and various features aimed at making creation easier.
4. Promote the Campaign: Communicate to audiences how and where to access augmented reality through owned assets such as websites and product packaging and paid media and influencer marketing.
5. Track Performance: Employ software metrics to measure the number of campaigns that have been activated and the number of conversions against the baseline established during the goal phase. Iteratively improve the experiences as a result of information gathered.
Conclusion
Technology advancement and consumers’ awareness rise imply that marketing needs to evolve through the introduction of new tools such as augmented reality. The brands which adopt interactive experiences engaging technologies like AR will redefine industries and enhance the emotional attachment of key audiences. When business goals are properly aligned with smart planning, augmented reality marketing is a huge opportunity for brands to envision how they can impact audiences in new ways. The opportunity to innovate the use of immersive techniques is here.
That sums up the bare basic of comprehending the future prospect of marketing by using augmented reality. As interactive digital enhancements redefine engagements, marketers must begin thinking about how to design how to incorporate AR experiences that offer value and visions into the marketing campaigns in the present and in the future. The possibilities abound.
