How to use augmented reality in marketing (+ examples)?

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 it is important for businesses and brands to keep pace with new technological advances to meet customer expectations and provide the best possible experience, hence the need to use augmented reality…

Augmented Reality: Definition

Augmented reality, 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. Using AR, businesses can provide a whole new kind of experience by providing customers with the opportunity to familiarize themselves with a product or service before they purchase it.

In a marketing strategy, augmented reality is an emerging trend that allows brands to provide their customers with unique experiences with the convenience of using their mobile devices. Reaching a large audience has never been easier thanks to this technology. market and market predicts that AR will reach $35.22 billion in industry by 2022.

An April 2020 report by ThinkMobile also indicated that more than 50% of smartphone owners are already using AR apps while making purchases. However, the numbers can be wrong as many consumers are not even aware that they are using this technology. Highly accessible and everyday-used apps such as Google Translate use AR via their smartphone camera to view 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 when using AR.

Augmented Reality vs Virtual Reality

Augmented Reality allows brands to provide their customers with unique and engaging experiences that combine “real” and virtual interactive elements. This emerging trend is changing the marketing and sales game, becoming one of the main choices among B2C markets, but it is different from virtual reality.

Whereas 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 isn’t 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 accordingly complements the integrated camera’s live image.

Augmented Reality may change your digital marketing strategy forever because it can:

  • attract customer attention;
  • Visualize a product for a 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
  • Increase engagement with digital packaging.

Augmented reality marketing is much better than traditional marketing in terms of conversion rates. The retail, home goods, 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 purchases. 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 really endless, especially in social media. The latter commonly use “AR Filters” for fun and surprising effects in selfies and other photos, especially those suitable for marketing. In general, it should be entertaining and fun.

Snapchat reported that a third of its users test effects filters called “Lenses” for an average of three minutes every day. For example, Gucci Beauty has used augmented reality to experiment with personalized Gucci beauties. We’re so used to enjoying photo filters as a part of our daily digital conversations that most people don’t even think of them as a form of AR.

For example, world effects are perfect for designing a gamified experience for your target. They let you be creative, design your own playful virtual elements and bring them to life with varying levels of interactivity. Whether or not you are a huge fan of photo filters personally, you must recognize their popularity and their ability to entertain and engage.s To encourage interaction with people, and with each other.

If your campaign strategy is primarily social media-based, adding custom filters can benefit its level of engagement and entertainment.

Examples of the use of augmented reality in marketing

product visualization

Allowing potential buyers to visualize a product is a deciding factor in the purchasing decision process. However, allowing users to have a realistic view of a product placed digitally in their environment is an undeniable advantage. To better present its products, electrical installation company Busch-Jaeger used augmented reality to allow its users to digitally view its range of products.

brand storytelling

In marketing it is well known that brand values ​​play an important role in the purchase decision. But not everyone really has the time or motivation to browse the pages of a company’s history. So how you tell your story really matters if you want to convey your message and your values. AR offers an interesting alternative to this as evidenced by the brand’s digital campaign created to celebrate the 225-year history of Jim Beam®.

Jim Beam decided to build the AR experience directly on the product itself, allowing users to engage with a story in the store or enjoy a drink at home.

interactive print ads

Printed advertising media dates back to ancient civilizations, but much has changed since the days of the papyrus. With AR, marketers can turn printed material into portable sales channels. For example, Germany’s largest travel magazine has ensured that 95% of its app users use augmented reality experiences in their print editions.

beauty app

ModiFace, an AR trial mirror purchased by L’Oreal, is the most widely used AR technology in the beauty industry. Sephora is one of several other brands that have partnered with this app so that users can try their own makeup at home. Using facial recognition, users can hold their phones in front of their faces and try out different 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, UFO, flying saucer and other objects were headed straight for Londoners. Pepsi’s campaign highlights the effectiveness of AR when a company really knows its audience. Pepsi was not required 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 about their brand.

With all the biggest tech companies including Google, Snapchat and Facebook adding new AR capabilities to their platforms, it’s time to get creative and build augmented reality experiences into your marketing strategy.

Overall, it is 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 of implementing a marketing strategy based on Augmented Reality? Do you want to create an augmented reality experience that will fuel your marketing strategy? Feel free to share your experience in the comments.

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