The Role of Augmented Reality in Marketing
AR success lies in understanding customer journeys and creating experiences that enhance lives. To do this effectively requires an inclusive team of specialists working on creating an AR marketing campaign with user needs in mind.
AR marketing can create powerful emotions and provide unforgettable experiences to customers, as well as increase loyalty.
Interactivity and Personalisation
AR is an interactive medium that utilizes computer vision to combine virtual elements with the real world. AR can be experienced on mobile devices like smart phones and tablets as well as dedicated display systems such as AR glasses and headsets, making its interactivity even greater through gestures, touch inputs, voice commands and special input devices that allow users to manipulate virtual objects or trigger actions within an AR experience.
Consumers enjoy AR and are becoming more dependent on it to make purchase decisions. AR also plays a vital role in customer service by offering product demonstrations and troubleshooting support, helping reduce returns while simultaneously improving satisfaction among customers.
AR has been shown to increase consumers’ likelihood of purchasing less-popular products while simultaneously stimulating demand for niche or premium ones, potentially cutting logistics costs for businesses while increasing revenues.
Boosting Brand Awareness
AR technology enables businesses to digitally enhance user experiences. For instance, companies could utilize it to digitize museum tours with additional informational content or professional sports teams may use crowd noise piped into an arena as an additional form of immersion for their players.
AR can also be leveraged to create visually engaging and interactive advertising campaigns, increasing brand recognition with customers through fun experiences like jumping and dribbling while wearing sneakers from Nike or seeing flying saucers in a bus shelter window. Such experiences capture their attention immediately, increasing social media shares.
AR can also help demonstrate products or services that may be difficult or impossible to demonstrate in person; this feature of AR is particularly useful for B2B sales where complex machinery may prove challenging to demonstrate in person.
Creating Memorable Experiences
AR allows brands to craft one-of-a-kind experiences for consumers that leave lasting memories, building brand loyalty in the process. AR experiences utilize this technology to enhance users’ physical surroundings by projecting digital content into it through immersive and interactive features.
AR experiences can help consumers make more informed decisions and boost conversion rates, as well as set brands apart in an otherwise competitive marketplace.
Ikea utilizes AR to allow their customers to virtually place furniture in their homes and determine if products will fit prior to making a purchase. This helps minimize unnecessary returns while increasing customer satisfaction.
Nike and AKQA also utilized AR to provide users with an experience that allows them to virtually try on sneakers before purchasing, eliminating the time-consuming process of visiting stores while saving both employees and shoppers time and effort. Furthermore, AR can improve customer service post-sale by offering guidance and value for existing products.
Brand loyalty is a cornerstone of customer acquisition and engagement, so brands must ensure their AR experiences are engaging enough to keep customers coming back for more. This could involve interactive games or challenges that encourage customer interaction or immersive virtual experiences that foster an atmosphere of community building.
AR can also play an essential role in customer retention. Hyundai and Mercedes already use AR to offer interactive user manuals for their cars, helping consumers better comprehend how it all works.
AR can also facilitate training processes. By giving employees access to products in their own workspaces, businesses can speed up onboarding and reduce training costs – this is particularly useful for niche products as it encourages potential customers to consider them instead of competing products.