Marketers are always on the hunt for the next best, effective marketing strategy.
From search engine optimization’s ever-changing algorithm updates to endless social media platforms, marketers have their hands full learning to leverage new and exciting marketing opportunities every year.
In 2020 and beyond, marketers are embracing augmented reality as the latest promotional tool and investment — and for a good reason!
The technology behind augmented reality is improving every day, resulting in an unparalleled opportunity for marketers to share their message and connect with loyal customers and potential fans.
What is Augmented Reality?
The term augmented reality refers to interactive experiences where objects that are in the real-world become manipulated, enhanced, or transformed with computer technology. This technology is used to either add objects to the natural environment or eliminate them.
For instance, Ikea’s mobile app has an augmented reality feature that lets customers “try out” furniture before buying it — all without ever seeing or feeling the objects in person.
After selecting an item they may be interested in purchasing, users scan the respective room with the app. Once complete, the Ikea app “places” the furniture item in the room, allowing users to get an understanding of what the furniture piece would look like in that room.
Warby Parker, the popular online retailer of eyeglasses, uses an augmented reality app that lets users try on glasses before buying, too. Users simply select the pair of glasses they are interested in, flip the camera to their face, and the app places the digital glasses on their face.
Snapchat filters are another excellent example of augmented reality. Many filters add funny characters, historic landmarks, natural wonders, and other fun objects into the view to provide the user with a specific experience.
Brands, organizations, and nonprofits have used Snapchat augmented reality filters to add their products, logo, and slogan into a user’s digital environment.
Augmented Reality vs. Virtual Reality: What’s the Difference?
It’s important to note the distinctions between augmented reality and virtual reality.
In comparison to augmented reality, which places digital objects into a real environment, virtual reality immerses the individual into a digital environment. Through specific technology, users feel as though they’ve been transported into that hyperrealistic, digital environment.
While marketers are also interested in virtual reality opportunities, augmented reality opportunities are far more accessible.
4 Reasons Why Marketers are Embracing Augmented Reality
Marketers aren’t adopting augmented reality solely because it’s an incredible technology. Augmented reality also offers marketers four distinct opportunities.
1. Brand Awareness
Augmented reality provides marketers with an opportunity to spread continued awareness of their brand. Through these intriguing altered experiences, customers can interact with a brand by manipulating their environment.
If the augmented reality experience was a positive one, they’ll tell their friends about it —whether in-person or over social media. This word of mouth marketing causes more people to hear about the app, filter, or experience and want to try it.
As this process repeats itself, marketers enjoy an increase in views, downloads, users, and other related metrics, as well as overall brand awareness.
2. Product Demonstrations
From Ikea placing digitally rendered furniture in customer’s living rooms to Warby Parker’s eyeglass styling app, there are endless ways to demonstrate a product through augmented reality.
This opportunity is a huge benefit for marketers searching for additional lead generation tactics.
For example, car dealerships are now using augmented reality apps that let customers “experience” a vehicle all from their smartphone. If the car is appealing to the customer, they can automatically schedule a test drive from the app.
3. Information and Content Delivery
Augmented reality is also a massive opportunity to aid in the delivery of information and content.
Travel and tourism brands use augmented reality for this reason. For example, museums use augmented reality apps to bring exhibits to life. The visitor can use the app to scan the exhibit and be amazed as the exhibit delivers a specific, engaging content experience.
The company, Living Wine Labels, uses augmented reality to deliver more information about the wine’s story, brand, and other fun experiences — all by scanning the wine bottle’s label!
4. Marketing Personalization
Personalized marketing is the key to attracting and retaining customers in 2020 and beyond. And augmented reality experiences can make that happen.
From recommending products to delivering specific products, marketers can tailor their augmented reality experiences to suit the needs and interests of the consumer.
Track Augmented Reality Results with a Toll-Free Number
Using the data gathered from an augmented reality app or experience only provides marketers with a snapshot of the results. Some users may have contacted your company well after interacting with the augmented reality experience.
By pairing the app or experience with a toll-free number, marketers can take advantage of call-tracking features which provide an additional layer of helpful data to determine the success or failure of the augmented reality campaign.
