Social media has become an inseparable part of our life and so have all the features it provides to create our online lives. Filters are a crucial part of this: be it on Snapchat or Instagram or any other social media application. However, technology can not only enhance us but almost anything around us.
Dulux has a home interiors app that allows us to see what our walls will look like after being painted with a different colour. This app called Dulux Visualiser has something in common with the filters, besides giving a makeover. The answer is both use a technology called AR or Augmented Reality.
Augmented Reality (AR) is an interactive experience created with the use of digital technology in order to overlay information in formats like text, video or image onto everyday objects of the real world. For viewing the world using AR, the user will have to use a smartphone, a tablet or a headset.
Augmented Reality in digital marketing strategy
Marketers employ Augmented Reality which allows them to transform any static object, for example, a magazine cover or printed advertisement into an immersive 3D experience. However, AR significantly differs from virtual reality. The latter completely immerses the user in a computer-generated world. While AR enhances by adding to the world what the user would normally see through digital overlays.
Including AR in a brand’s digital marketing strategy provides a genuine and distinct perspective. Customers find it easier to visualise the product. Hence, it affects the crucial product purchasing decision. This engaging way of driving sales consequently helps in promoting products effectively.
The impact of including AR in digital marketing strategy on retail can be highlighted with a survey conducted in late 2016. Around 1,062 shoppers across the USA were a part of the survey conducted by a retail firm – Interactions Consumer Experience Marketing, Inc. The research brought the following interesting statistics to the forefront:
- A significant amount, i.e. 71% of shoppers accepted that they would shop at a retailer more often, provided it had AR.
- 65% demand product information through the means of AR. While 61% of shoppers prefer shopping in stores that have AR.
- Around 55% of people admitted that AR makes their shopping experience fun.
- Lastly, 40% of shoppers are prepared to pay more for a product or service, if they get experience through AR.
Applications of Augmented Reality
Augmented reality provides users with an interactive environment to perceive actual-world entities. It superimposes mechanically generated information into the real world. As a result, this combination can provide many benefits. Customers are turning more technology-friendly. Hence, the same should be used for a more interactive and engaging experience. The application of AR in digital marketing strategy are:
Interactive and engaging customer experience
Augmented Reality allows customers to analyse objects in the real world with the help of mobile applications. In simpler words, they get more information about products or services. For instance, customers can figure which colour will be the best on the walls of their house. In this way, customers can enjoy a rich, immersive, and interactive experience.
Seamless opportunities to advertise your brand
The field of advertising has been revolutionised with the advent of Augmented Reality. It provides innumerable opportunities to advertise products because AR can easily convey the story about your brand to consumers. The brand’s narrative can be showcased in a virtual environment. Consequently, this can make consumers believe in the brand and it will increase sales. Moreover, digital marketers can explore seamless opportunities with AR.
Higher engagement with Gamification
Gamification is the process of using gaming design constituents in the actual-world environment. Digital marketers can use the same to motivate potential customers. Consumers might get busy but they will be actually interacting and experiencing the brand. They will earn customised coupons, rewards, and points. This will motivate them to visit the brands more. In the longer run, this will ensure repeated engagement. Additionally, the heavy expenditure on less effective video commercials and print ads will also reduce.
Personalised product or service experience
Augmented Reality allows customers to experience the products online or without actually using them. They can visualise the look and feel of the product in their environment rather than imagining it. Many beauty and eyewear brands use this effectively.
The provision of experiencing products without actually purchasing not only increases engagement but is also known to attract more sales.
Advantages of Augmented Reality to your business
The applications listed above are just some of the ways to use Augmented Reality. Digital marketers can explore technology. It seems like in the near future they will be able to introduce more interactive ways of advertising. Moreover, AR will lead to substantial reformations.
Augmented Reality will then lead to several advantages like a clear understanding of consumer behaviour. Secondly, such an interactive shopping experience can facilitate customers in their decision-making process. Consequently, they will make a faster purchasing decision and boost the sales of a brand. A custom-made personalised shopping experience can increase satisfaction among consumers. As a result, this will improve brand image and increase customer loyalty.
In addition to this, AR increases the means of marketing. While it allows effective means to inform and target the potential customer base.
Best use of Augmented Reality by brands
Augmented Reality is very popular in the beauty industry. Sephora has specially designed a mobile application to boost online sales which allow customers to test their products with a mobile camera. It further enables them to visualise products on them.
The famous Swedish furniture retailer uses AR to allow its customers to visualise how a piece of furniture will look in their living space. Additionally, customers can also customise the size of furniture with respect to their personal requirements.
Augmented Reality can provide endless possibilities. Digital Marketers can explore and experiment with them to benefit their brand over their competitors. While this decision to use AR is a significant one, there is some basic marketing that every brand needs.
For all your brand marketing needs, contact us at Shaktiki.