Augmented Reality in Marketing
Starting in 2018, Augmented Reality has become one of the hottest instruments in brand marketing. Nowadays such tech giants as Apple, Samsung, Google, and Facebook are adding new AR capabilities to their platforms. The time has come to implement this exciting technology into marketing strategies that cross over our lives.
AR works because it’s fun! It also enables an interactive experience and creates a more realistic presentation of a product. AR allows a new level of convenience, speed and can leave a lasting brand impression.
To see the whole perspective that AR can give to your brand, just realize that the history of Augmented Reality has less than 30 years, starting from the early 90s. By 2014 this technology had a narrow range of users, there were only 200,000 (https://www.statista.com/statistics/426469/active-virtual-reality-users-worldwide/) active virtual and augmented reality users in the world. By the end of 2018, there were 171 million active users.
And in 2020, it’s predicted that VR/AR will be a more than $162 billion industry. (https://www.businessinsider.com/virtual-and-augmented-reality-markets-will-reach-162-billion-by-2020-2016-8)
How Does AR Work?
AR technology makes possible interaction of two layers: the reality and the computer-generated enhancements on top of it. If we go five or ten years back, we’ll find the Augmented Reality as a subject of Sci-Fi novels. But the booming technologies have made it possible to experience the AR products today.
The most well-known examples of the AR usage for the previous few years were the Pokémon Go and Snapchat. By combining the physical and virtual worlds, they made a tempest in the consumer world. The Pokemon Go operated smartphone cameras and geolocation features to find and catch Pokemons on their phones around the real world. Snapchat became famous back in 2015 for its ‘filters and lenses’, which overlay animated effects onto a camera subject.
To start an effective marketing line with the usage of AR you must take a similar approach to blur the line between the physical and the virtual worlds.
Some Practical Points for Marketing
To implement the most effective augmented reality marketing strategy, the AR experience must:
- Provide an emphatic and recognizable interaction.
- Play a genuine communication role.
- Be the first step to bringing a brand into a reality.
- There should be something new to the customer experience.
You can build augmented reality functionality into:
- Websites, thanks to browsers compatibility.
- Banner advertisement (Augmented Reality Digital Placements).
- Facebook Messenger bots that support augmented reality features.
- Social networks, such as Snapchat and Instagram.
Future of Augmented Reality in Marketing
With each day the trust of consumers to AR becomes higher and higher. And now we can say for sure that the future of marketing lies in the sphere of cooperation forces with the Augmented Reality technologies. The consumers are craving to gain new experience and to try new technologies.
With the abundance of options around, they are more demanding of the products, so the brands’ competition has already reached a new level of reality. Augmented reality marketing can strikingly improve user experience. That is why now is the time to involve AR into the marketing strategy and make the world enhance.