5 Creative Ways Augmented Reality Helps Digital Marketing Efforts
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The modern landscape of commerce is continually shaped by consumer needs and desires. Staying ahead of these changes requires brands to leverage evolving technologies. Augmented Reality emerges as a crucial trend within marketing and sales, offering unique experiences accessible through mobile devices.
Mobile device have become powerful tools for brand interaction and purchasing decisions. Augmented reality, as an additional tool in the marketing arsenal, amplifies sales and enhances brand value through innovative experiences tailored to the convenience of mobile platforms.
- Try Before You Buy: Revolutionizing Retail
Historically, consumers commonly pursued the opportunity to test products before making a purchase commitment. The advent of augmented reality fosters immersive shopping experiences, granting users the capability to virtually experiment with makeup, clothing, and various home-related items.
This eliminates the necessity for maintaining extensive physical inventory, granting customers the convenience of effortlessly exploring and assessing a myriad of items.
Major players in the industry, such as Facebook, are pioneering AR applications. Facebook’s augmented reality features enables users to digitally sample makeup and accessories. This provides a virtual trial before making a purchase. Beauty brands like Sephora and Perfect Corp embraced AI partnerships, allowing customers to digitally visualize makeup products on themselves.
Moreover the concept extends to create visual fitting rooms, transforming the way customers experience clothing selection. Brands like Topshop and Timberland use AR fitting rooms, providing users with a digital library of clothing items at their fingertips.
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- Augmenting Touring and Assistance
AR goes beyond virtual trials. It enhances physical locations and products. For instance, StubHub’s AR app enables users to visualize a 3D display of a stadium, helping them choose the best seats for events like the Super Bowl. Starbucks employs AR to digitize the coffee shop experience, allowing users to scan objects within the shop for a virtual tour.
In the automotive industry, Hyundai and Mercedes leverage AR applications. Hyundai’s augmented manual offers drivers a dynamic guide, while Mercedes introduces “Ask Mercedes”, pairing an AI assistant with an AR interface for comprehensive customer support.
- Augmenting Brand Materials
AR transforms traditional branding materials like business cards and brochures by adding a virtual layer. Users can scan printed materials with their mobile devices to access additional information and ways to connect with the brand. For example, a scanned brochure may trigger a video presentation, adding dynamic element to static text.
- AR as a Brand Differentiator
Beyond direct sales tactics, AR can be used for indirect marketing, creating novel and memorable brand experiences. Executed effectively, unique AR experiences generate buzz, discussions, and lasting memories. Pepsi’s AR campaign at a bus station, featuring virtual scenarios on a digital window, amplifies how AR can create excitement. Uber also embraced this strategy, creating AR experiences for riders and generating substantial online views. AR campaigns have the potential to differentiate brands, fostering sustained discussions and name recognition.
- Leveraging AR for B2B
AR stands poised to revolutionize the B2B customer/vendor experience. It enhances sales presentations by providing digital tools that offer a 360-degree view of products. This dynamic approach outperforms traditional methods of arming sales teams with brochures and static presentations.
AR tools also cater to the growing demand for customization. Customers actively participate in products design through AR applications, bridging the gap between expectations and vendor fulfilment. Additionally, AR enhances post-sales support, making customers service more interaction and response.
Augmented Reality Examples
Augmented reality transcends being merely a technological advancement; it emerges as a transformative tool shaping the future landscape of sales and marketing. The following examples showcase how specific businesses have adopted AR to address the current demands of consumers.
- Pokemon Go – An AR experience where users capture virtual Pokemon in real-world locations, creating a global phenomenon.
- Home Depot: The Project Colour app enables users it visualize paint colors in their home, considering lighting and shadows foe a realistic preview.
- IKEA: Users can virtually test and visualize furniture in their spaces though the IKEA place app, aiding in purchasing decisions.
- Sephora: In-store virtual try-on kiosks allow customers to digitally test makeup products before making a purchase.
Conclusion
Augmented reality transcends novelty, becoming a driving force behind sales and marketing innovations. Forward-thinking businesses employing AR are poised to upgrade customer experiences, leading to increased business opportunities and sales.
As the digital landscape evolves, AR emerges as a transformative tool, offering brands new dimensions to connect with consumers and enhance their market presence.
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