An average consumer is surrounded by thousands of ads every single day. Billboard ads, TV commercials, radio jingles, social media posts, sponsored ads in the middle of their social network feed… When it comes to digital marketing (and especially traditional marketing), it is getting more and more difficult to leave an impact on the consumer.
In this day and age, no one has the mental capacity to pay attention to each ad that crosses their path. This oversaturation of marketing is the main reason why businesses and marketers are constantly reaching for new ideas and concepts to advertise their products and services. From organizing marketing events and experiences to incorporating new technologies that will impress the target audience – if it helps generate leads, it’s worth a try.
Recently, AR (and VR) has been on the rise when it comes to marketing. These technologies are still fresh and intriguing to many, and consumers are more than happy to engage with something they haven’t seen before.
Here are the four main benefits of using AR marketing in your next campaign:
1 Increased consumer engagement
The key to driving more consumers towards your brand is getting their attention. As we mentioned above, traditional marketing channels don’t cut it anymore. Even digital marketing tactics are falling behind. AR and VR will step in where no other strategy works and pique the curiosity of your consumers.
Take a look at how British Gas used AR with an online game that featured a cute penguin (the brand mascot) and a chance to win a prize. By engaging the consumers in this fun game, they increased their loyalty to the brand and offered them an entertaining moment to take a break from their daily life. Interesting and rewarding!
2 3D visualization
Thanks to AR, what was once just a flat icon or design on a piece of paper can become a full-blown 3D model on an electronic device. For example, Augment built an augmented reality marketing software where a consumer can scan a ‘trigger’ on a piece of paper with their device and get rewarded with a video or a 3D model of what was only a 2D picture on that paper.
AR helps your consumers (and stakeholders) visualize your product even before its launch, and it might even offer them a chance to try it out and see whether they like it.
3 Positive brand perception
According to this study conducted by Magid, AR and VR can have a positive effect on brand perception, with one condition: the technology has to add to the experience in a meaningful way. This is consistent with the findings that consumers are more appreciative of brands that are authentic, trustworthy, and that offer worthwhile experiences.
Find a way to integrate AR in an impactful event or experience, and your consumers will appreciate the effort.
Which brings us to our final benefit of using AR in marketing.
4 Unique consumer experience
If you reach for AR now, your business will still be ahead of the curve. Yes, many brands are integrating augmented reality into their marketing strategies, but these experiences are still relatively rare. By creating a cool AR software and adding it to your next marketing event or campaign, you’re sure to deliver something exciting to your consumers.
The entire point of marketing in this era is to break through the digital ad clutter. AR creates an experience for your consumers that will be different than any other they may get while browsing the web. It takes them out of their comfort zone, offers them new ways of looking at the world, and hopefully helps them take away a positive opinion from your brand after the experience.
There’s no doubt that AR and VR are one of the many ways to go forward in the marketing world. Whenever you feel like you’re stuck with your advertising ideas, turn to what’s new and what’s fresh in the tech world today. AR will lead to better consumer engagement, improved brand perception, and an experience that the consumers won’t forget any time soon.
It doesn’t matter if you or your business don’t know much about designing and building software – you can always hire experts to do it for you. Just don’t underestimate the power of new technology and creating memorable experiences for your consumers. It’s what marketing is all about.