▷ 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 real experiences. This means that it is important for companies and brands to keep pace with new technological developments in order to meet customer expectations and provide 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 provided through technology. With augmented reality, companies can offer customers a new kind of experience by giving them the opportunity to learn about a product or service before they buy it.

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

An April 2020 report from ThinkMobile also indicated that more than 50% of smartphone owners are already using 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 daily used applications such as Google Translate use augmented reality through the 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 smartphones to the sky to see the names of stars, planets, and constellations, all while using augmented reality.

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 marketing and sales game, 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 virtual reality because you do not need a bulky headset. To use augmented reality today, you usually take your smartphone or tablet: the program complements the live image of the built-in camera accordingly.

Augmented reality can change your digital marketing strategy forever because it can:

  • Attracting the customer’s attention;
  • Visualize a product for a digital marketing strategy;
  • Allow customers to actually try before buying;
  • create buzz around the brand;
  • infusion of life into things;
  • Gamify digital marketing strategy
  • Stimulating interaction with digital packaging.

Augmented reality marketing significantly outperforms traditional marketing in terms of conversion rates. The retail, home furnishings, fashion and cosmetics industries in particular are really benefiting from augmented reality with virtual ‘experience’ 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 put a piece of furniture in your living room to see how it fits with your decor and the space you have.

Augmented reality and social networks

When it comes to augmented reality marketing, the possibilities are truly endless, especially in social media. The latter usually use ‘AR filters’ for fun and amazing effects in selfies and other photos, and they are especially suitable for marketing. In general, it should be entertaining and interesting.

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 Gucci’s personal beauty looks. We are so used to enjoying photo filters being such a part of our daily digital conversations that most people don’t even think of them as some kind of augmented reality.

Global Effects, for example, is perfect for tailoring a gaming experience to your target. It allows you to be creative, design your own fun virtual items and bring them to life with different levels of interaction. Whether you are personally a big fan of photo filters or not, you have to realize how popular they are and their ability to entertain and interact withs People, encourage interaction with each other.

If your campaign strategy relies primarily on social media, adding a custom filter can benefit engagement and entertainment levels.

Examples of the use of augmented reality in marketing

product visualization

Allowing potential buyers to visualize a product is a critical factor in the purchasing decision process. However, allowing users to get a realistic view of a product being digitally placed in their environment is an indisputable advantage. To better present its products, electrical installation company Busch-Jaeger has used augmented reality so that its users can digitally visualize their product range.

Brand story telling

It is well known in marketing that brand values ​​play an important role in the purchasing decision. But not everyone has the time or motivation to browse through the pages of a company’s history. This is why the way you tell your story is really important if you want to communicate your message and your values. 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 build an AR experience directly on the product itself, allowing users to interact with the story in-store or while enjoying a drink at home.

Interactive Print Ads

Print advertising media dates back to ancient civilizations, but a lot has changed since the days of the papyrus. Using augmented reality, marketers can turn print materials into mobile sales channels. Germany’s largest travel magazine, for example, has confirmed that 95% of its app users have access to augmented reality experiences in their print editions.

beauty app

The experimental augmented reality mirror, ModiFace, purchased by L’Oreal, is the most widely used augmented reality technology in the beauty industry. Sephora is one of many other brands that have partnered with this app to allow users to try on their makeup at home. Using facial recognition, users can place their phone in front of their face and experience many features: photo-realistic makeup, different hair colors and more.

Experimental and Viral Marketing

In 2014, Pepsi installed augmented reality technology in a London bus shelter, making it look like a lion, and UFOs, flying saucers and other objects were going straight to Londoners. Pepsi’s campaign highlights the effectiveness of augmented reality when a company truly knows its audience. Pepsi did not need to use augmented reality to advertise its products. The brand trusts its customers to enjoy a 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.

In general, it is not surprising that this technology has become popular for advertising. Brands want to create content that is more attractive to customers, and augmented reality technology is the perfect tool to make that happen.

Has your company ever considered implementing an augmented reality marketing strategy? Do you want to create an augmented reality experience that will enhance your marketing strategy? Feel free to share your experience in the comments.

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