More and more companies implement augmented reality strategies for their own marketing strategies. And the reason is that augmented reality has left an impact on every level of our society. And an increasing impact that is constantly evolving in new and changing ideas.
The popularity of augmented reality
Augmented reality uses digital technology to superimpose information over conventional pictures, video or text formats. Meaning, it’s an emerging technology where all digital data fuse with the real world. So, this technology overlaps data generated by a computer over the real world.
On the other hand, according to the trend, users use their smartphone or tablet to explore the world through augmented reality.
And that’s because augmented reality offers an inconceivable market potential. According to a study done by Digi-capital, it foresees that AR will get a market volume of 150 million dollars by 2020.
The AR income will be divided into many fields. Such as marketing, consumer, theme parks, cinema or television, eCommerce, and hardware.
Also, the same study shared that AR might reach billions of people in the world.
Advantages of incorporating augmented reality strategies
Brands incorporating augmented reality strategies should commit to creating a unique experience for the user. An experience allowing them to discover additional information by just watching an object.
On the other hand, augmented reality offers an opportunity to establish a link between the brand and users. This link grows stronger through the use of communication model with them. At the same time, they get the opportunity to explore the products offered by the brand.
1.- Improve brand awareness
In relation to clients as well as with the media. An experience that will also give you a broader decision making and a way to optimize the sales process.
3.- Physical experience
Thanks to AR users will never have to experience “just another marketing campaign”. It’s about living a physical experience grounded in reality.
4.- Stand out from the competition
AR incentivize creativity and different marketing campaigns. Brands have the opportunity to promote the product or service in any way. That way, they achieve that their brand name will stand out from the rest in the same field. And also generating much-needed expectation for the product or service.
5.- Create exclusive messages
AR helps create exclusive messages that will stand out for the consumers. So, AR has a direct impact by increasing brand awareness and also improves its reputation.
6.- Surprising the consumers
AR achieves the basic necessity of all marketing campaigns. Surprising the users is essential to make the brand stay in the user’s mind. So, it improves their information experience, avoiding the typical saturation than any other traditional campaign.
Requirements of augmented reality
The integration of augmented reality strategies is possible, but it comes with certain procedures and recommendations.
1.- Providing added value to the clients
The most evident use for AR is online catalogs and 3D product showing. But it won’t work if they don’t offer added value for the clients. Clients must perceive that the tools they’re offered are unique and necessary.
2.- Have in mind the user’s geolocation
By developing an AR app, the brand must have in mind where are the users coming from. In part, it depends on whether or not the user needs a certain application.
For example, in the cause they are visiting a cultural center or museum, they might need a guided 3D, interactive and dynamic tour, showing what the center has to offer. This provides knowledge to the experience. And makes it necessary and unique.
3.- Relevant information
And last but not least, it’s important that AR allows the user to interact with third parties. Meaning, that it exceeds the users’ expectations. For example, at the time of acquiring a product, AR could provide more info about it. It could even help the user decide.
Augmented Reality advertising
Augmented reality strategies allow the advertising agents the chance to transform any static object in a different experience. So, the printed media, magazine’s covers or store shelves become unforgettable 3D experiences.
And last but not least, we need to differentiate augmented reality with virtual reality. In virtual reality, the users completely immerse themselves in a different world, out of reality. This world is created completely by a computer.
Augmented reality strategies in digital marketing
More and more brands are betting on incorporating this type of technology for their campaigns. It’s a way to attract users so they can enjoy the integration between reality and virtual reality.
One of the first augmented reality strategies favors brands when it allows them to develop different offers.
AR could give the clients a way to explore space. Users have the opportunity to discover additional information by just watching any object or place.
Museums might be the ones who could take advantage of this type of information the most. As a matter of fact, the British Museum partnered with Samsung to create an augmented reality application. The visitors get the additional information about the exhibited works of art.
The experience provided by this museum is completely different. The museum makes a unique and different offer. Meaning that the technology adds value, not just the works of art, but the whole Museum and the experience it offers.
The second augmented reality strategy allows communication between the company and its clients. Especially when the idea is that the users can experience the service or try the object they’re offered.
The most notable example of this type of augmented reality strategy is the campaign made by Ikea. The company implemented augmented reality so the users can get to “see” the objects.
The clients can check how the furniture and other objects might look at their homes. That way, they are able to see the whole catalog as if it was presented in their own home. Also, the users can resize the objects depending on the dimensions of the room.
In this case of augmented reality has the purpose of taking the product to the user. The brand not only has a chance to offer a different product. The brand will improve their relationship with their audience because they gained their trust.
Now that they can check the objects before buying them, the users put more trust in the brand. The company’s branding is on the rise because the use of augmented reality is effective and it works.
Ray-Ban and users’ trust
But nevertheless, other brands are also using this tactic in their augmented reality strategies to get closer to their user base. For example, Ray-Ban also offers the chance for the users, if they so desire, to try their shades or glasses.
Users can try their designs anywhere. Meaning augmented reality not only brings the brand’s products to the user base, but it can also be done from anywhere in the world.
The online sales numbers are on the rise. More and more users are buying online. But one of the most common problems is that users can’t try the object’s design.
Augmented reality provides a sense of security to the users and at the same time, it makes them trust the brands even more.
Some brands forget that, besides taking care of the product or service, they also have to be careful with their delivery process. Meaning, the package, an essential element to communicate with the clients.
The package not only shows important information about the product. A package that includes AR provides a very different interaction between the brand and the user. Giving relevance to the package, now becoming the real protagonist in the process.
One good example of this type of augmented reality strategy is the one done by Starbucks. The coffee company just added AR to their Saint Valentine campaign.
Users have to download the AR Starbucks app and point their phone camera towards the cup of coffee. With AR the cup of coffee is brought to life thanks to digital animation.
Definitely, there are many augmented reality strategies. And all of them can be used for digital marketing. But developing an augmented reality marketing campaign comes with some risks. That’s why it’s important to seek the help of experts who will be able to guide you on your AR journey. In Antevenio we have offices in New York, Madrid, Barcelona, Milan, Paris, Buenos Aires, Bogota, and Mexico D.F. Surprise your users and leave your mark. Get in touch with us