As technology advances, there is a revolution in how brands are connecting with their customers. Marketers need to steer into the skid and keep up with these changes, especially with new emerging trends. Businesses are now focusing on how to engage with customers through experiences and technology. Augmented reality may sound futuristic but it is very much present today and in more places than you think. We will guide you through the definition of augmented reality and the trends around it. Then we will showcase real-world examples of brands that are already utilizing augmented reality marketing.
What is Augmented Reality Marketing?
There is a lot of confusion when it comes to the difference between augmented reality and virtual reality. Augmented reality (AR) is an interactive experience in a real-world setting. Generally, computer-generated elements enhance the experience. The most popular example of augmented reality is Pokemon Go where the creatures were added to our world through the phone’s camera. Virtual reality (VR) is when a person enters an artificial environment or simulation outside of our world. Think of the goggles with a screen people sometimes wear.
Both augmented reality and virtual reality are novel and can be used to create exciting experiences for customers. But augmented reality has been praised for combining the real world with virtual elements for the best and easiest experience. Besides, with AR you do not have to give your customers a pair of goggles to wear. In most cases, AR utilizes a person’s mobile device to create the experience. The significance of mobile is growing every year and becoming an important channel for brands to interact with their customers. Augmented reality through mobile devices has the potential to drive sales and elevate your brand.
Augmented Reality Marketing Trends
Still skeptical about including AR in your marketing strategy? We will let the data and facts help ease those concerns. Despite augmented reality’s relative newness compared to print and television, it can capture consumers’ attention. Augmented reality marketing campaigns hold viewer’s attention on average for 85 seconds, increase interaction rates by 20%, and improve the overall click-through rate by 33%.
Also, let us not forget to mention that AR greatly enhances the shopping experience and increases sales. A majority of shoppers prefer retailers that offer augmented reality. These shoppers are expected to spend more time with products when AR is available. Most importantly, 72% of shoppers purchased items they did not originally intend to because of augmented reality. You are going to miss out on a lot of customers if you are still unsure about augmented reality marketing at this point.
Augmented Reality Campaigns
We hope we convinced you of the importance of using augmented reality in marketing. It is so much more than just a flashy technology trend. AR is here to stay and growing into the mainstream. As you are figuring out how to include augmented reality marketing into your strategy, consider the below possibilities. Think about your business and how each augmented reality campaign will impact your customers’ experience. Not all augmented reality campaigns are perfect. Some are better used in certain industries rather than others. These are some augmented reality campaigns you might want to use for your company.
Try Before They Buy
Online shopping makes it difficult for customers to “try on” your products. Many businesses in the retail industry have begun using augmented reality marketing to encourage customers to purchase online. Brands do not want to frustrate or mislead their customers so AR has helped in creating worry-free sales. For instance, customers can try on clothing without being in a fitting room. The same goes for trying on makeup or seeing if a piece of furniture fits well. This allows the customer to try on many more items than they could in-store. Also on the plus side for businesses, they do not need to retain large inventory on hand.
Augmented Touring Experience
This part is where augmented reality marketing becomes really fun. Many businesses are finding ways of complimenting augmented reality with their products or physical location. For an augmented reality campaign, Starbucks digitized its store so customers could scan various objects for additional info. Virtual tours are becoming popular among restaurant, retail, and hospitality businesses.
Augmented reality campaigns are all about creating the best experience for your customers. By pairing AR with other elements of your business, customers will be more engaged and stay longer. Augmented reality bridges the real world with the virtual. But augmented reality marketing should not be limited to just your physical store or products. Consider using it with your social media or website to add even more interactions.
Thinking outside of the box is the best way to start creating new augmented reality campaigns. Just because it does not already exist yet, does not mean it cannot be done.
You should evaluate all components of your business and see which ones could be elevated.
Augmented Reality Advertising
Take your advertising efforts one step further by augmenting branding materials. You could improve your business cards or brochures by adding augmented reality advertising. A great option is to make your printed material scannable. When a customer scans the material, they can retrieve different ways of contacting your business through email, social media, or phone. Maybe you have a company video that you want to highlight. A scannable brochure can take a customer from the real world to the virtual one in seconds.
We hope you are seeing the endless possibilities with augmented reality advertising. Having a well-thought-out and well-executed AR campaign can create a lot of attention for your business. Get customers talking about your brand and sharing the augmented reality marketing experience with their friends. You will be able to draw in new customers as well as generate greater revenue. Not to mention that your business will stand out amongst your competitors. A great AR campaign is its own advertisement. But we understand that can be easier said than done. We will provide some augmented reality advertising examples later on to help inspire you.
We know that most think that augmented reality marketing is only for B2C businesses but that is not true. Many B2B businesses can benefit from augmented reality. Try to spice up your sales presentations by incorporating a virtual component. AR will set you apart from the other vendors and land you that sale.
At this point, you have a lot better understanding of what augmented reality marketing is and the different types of campaigns. We want to illustrate a few examples of augmented reality to assist you in developing your strategy.
Examples of Augmented Reality Campaigns
Home Depot launched their AR campaign called Project Color app in 2015. It allowed users to see paint colors on the walls of their home before they bought it. Home Depot later expanded upon this app and included light fixtures, furniture, and faucets.
Another excellent example of augmented reality is Timberland. The company created a virtual fitting room for customers to try on clothing. Timberland thought it was a great way for customers to try out clothing online. Even more, the company noticed that with the AR experience, customers’ shopping carts were bigger and they were less likely to return items. Sephora created a similar AR experience but with makeup. Their app allowed customers to view how the makeup looked on them using their phone’s camera.
Augmented reality marketing can be used with your physical products or location. AMC made its movie posters scannable so users could view a trailer or cast list right on their phone. Similarly, Taco Bell placed a scannable code on the Locos Tacos box. Upon a customer scanning it, the augmented reality marketing brought them to Taco Bell’s social media accounts. Both of these experiences are great examples of augmented reality with physical goods.
If you are already using Snapchat to engage with your customers, you will love this one. Netflix launched augmented reality lenses on the app for season two of Stranger Things. Users from around the world were able to record themselves as monsters and send them to their friends. This augmented reality marketing campaign had its user promote it which is the best kind of advertisement.
Augmented Reality Marketing Strategy
We completely understand that some of those examples of augmented reality were a bit advanced. Not every brand has the AR resources to create those experiences. That is why we recommend starting small. If you are considering using augmented reality marketing, you are ahead of the curve. Augmented reality is just one of the many different emerging technologies that marketers are implementing into their strategies. Certain technology is moving into the mainstream and will be easier to produce such as augmented reality. The opportunity will be just around the corner.
As you are developing your marketing strategy, always be on the lookout for new technology to use. Augmented reality is just one of the many ways to improve your customers’ experience. It definitely does not need to be the one and only way. A business that takes advantage early on of technology can seize the opportunity and reap the benefits. If you are looking for innovative ways to connect with your customers, SEO Design Chicago offers a wide variety of digital marketing services to engage with them.
- What are the benefits of augmented reality marketing?
- What are real-world examples of augmented reality?
- Is augmented reality the same as virtual reality?
- What brands use augmented reality campaigns?
- How does augmented reality help businesses?