Augmented Reality: Product Promotion, Marketing, and Advertisement
Augmented reality is the trend of recent years, and more and more companies are using it to promote their products. Everyone already knows what AR is and what it’s worthwhile to implement, but often vaguely understand HOW exactly. In this article, we will talk about the use of AR in product promotion, marketing, and advertising campaigns.
According to eMarketer analysts, by the end of 2020, the number of AR users will reach 67.5 million, and in the next couple of years, their number will increase by 32%. As for VR, these figures are 62.8 million and 70%, respectively. Although the AR market doesn’t have such a vast past experience as VR, augmented reality technologies are becoming more popular.
Immersive Digital Transformation of Marketing
As for marketing AR campaigns, they can be divided into two trends: active advertising (moving objects, games, action, etc.) and passive advertising (banners and street advertising). At the moment, the first direction is more common, that is, the active component, but with the advent of lightweight wearable AR devices, analogs of Microsoft Hololens, the market situation will change.
If we look in more details about passive AR advertising, these are the advertising signs linked to coordinates, shops, bars, restaurants, real estate, etc. A clear example of this placement is the house addresses in Google street view and Yandex panoramas. In a more advanced version to the names of the establishments can be attached special offers, drop-down menus, bar menus, a list of apartments for sale and surrendering premises in the building.
When a user launches a map application, a person types in a search query, for example, “Where can I eat?” and in AR mode the places nearby, their signs, reviews, menus are shown. If a user enters a query “Where can I buy clothes?”, he/she immediately sees shops with the necessary goods and convenient routes to them, as well as special offers, discounts, and goods based on his/her interests. This is an individual display cabinet, which is assembled for a specific user.
Through the use of such a showcase, a number of purchases can dramatically increase the at points of sale.
Future of Immersive Marketing
Users will be able to quickly navigate when buying an apartment: after all, they will easily see all the available offers in the building they like and in the neighborhood by turning on the AR mode and at the same time seeing the area live. The platforms for such placement are large mapping services, such as Google maps, that have already begun to actively increase the accuracy of object positioning.
This type of placement can be integrated with AR navigation: when you approaching an object and you need to understand where it is specifically located, it’s more convenient to do this using AR technology. Especially it will be in demand in the market with the advent of full-fledged AR glasses and navigation with the capabilities of augmented reality when a person is constantly online and you can show the objects based on his/her interests.
Further development will provide an advertisement on the basis of additional information about the product: by pointing a camera at a thing you like somewhere on the street, in a cafe or at your friend’s apartment, you will be able to see all the information about it, specifications, what it’s made of, and most importantly, where and for how much it can be purchased.
Augmented Reality Will Greatly Change the Concept of Retail Stores and Online Trading
The active AR advertising format is being energetically implemented now, for example, furniture stores offer a 3D room modeling service when you can see how a product that customers have chosen would look in their kitchen or bedroom.
By using acting virtual characters, brands can offer a wide array of customer experiences, for example, celebrities inviting to visit places, game mechanics – battles where users fight with others for discounts, races for coupons, flying objects, etc. Such advertising can be used in promoting films, computer games, cars and other categories of goods. Nowadays it can be integrated with the help of promotional game applications and AR will make it possible to see how an object looks under different conditions.
Due to the visual contact, the consumer will be able to see the goods being sold in own living room, hallway, area in front of the house, the house itself on a land area, thanks to which the customer’s attachment to the product will be much stronger and the probability of buying will increase.
Also for advertisers, this is an opportunity to implement contests with characters from films or cartoons, for example, search for a monster in the city: you go out, take out your phone and see how the movie hero participates in the battle in the street. You can help him or you can hold him back, for this action you are awarded points, and when you reach a certain number of points you get a prize. This is a simple example that can be implemented with AR technology.
Some Ideas of AR Application for Product and Service Promotion
Industrial production. Creating an animated gift calendar for potential partners. An application with augmented reality experience is downloaded to the smartphone, and if a customer looks at each page of the calendar, the photo turns into a video that tells about a particular advantage or a solved case of the company. This will convey the basic meanings through an unusual approach, which is memorable and could be passed by word of mouth.
Retail store. Printing animated flyers. Same as before, through a smartphone, a video is attached to the surface on a flier. The consumer gets the connection between online and offline. Companies video is immediately displayed on the streets. You could complement reality through your marketing campaign and most effectively transfer your business from offline to online. This will increase brand awareness and reach of the audience — the viral effect will spread your project and idea.
Educational business. Learning through a virtual game, when the object being studied can be seen from all sides and angles. You can see the stars in 3D space right in the classroom. The effectiveness of teaching children is enhanced through playing methods and close interaction with an object of study. The child is being highly involved in the learning process.
Sophisticated technology or exclusive equipment. Creating an AR application where a person can complete a quest, and train to work independently with this equipment. A customer goes through all the stages, sees the complexity of technology and processes. Along the way learning about the peculiarities of these technologies, which makes the company look even more attractive in his/her eyes.
Medicine. By means of AR technology, you can effectively train students and do complex surgeries without the risk of error. Customers can vividly see what is hidden from our eye and you can show clearly how your technology improves health.
Foodstuffs. With the help of AR technology, brands will be able to tell about the composition of products and their nutritional value by placing data on the content of fats, proteins, carbohydrates, calories and other useful information on the package. In addition, you can show a cookbook to buyers how a particular dish should be prepared.
Construction businesses. Show your designs of houses immediately and the customer’s location. You provide a client with a printout of a floor plan, and your client at home through the mobile application can see it in 3D and from all angles. Customers can visualize an apartment, a house, a layout, and interact with the design Planning home interiors right at home is also available — you can place interior elements from the online catalog in the apartment and see how the shower cubicle, sink, or built-in closet will look.
Benefits of Augmented Reality
The advantages of augmented reality are multiple: visibility, involvement, presence effect, security, non-linearity, focusing, gamification, economy, removability and better digestion. No wonder, there is dynamic growth in the introduction of marketing AR and VR campaigns. Further continuous development of these technologies is expected in the future too.
From this standpoint, the advertising industry has to go through immersive digital transformation: new players are constantly emerging in the market, and new types of advertising and new ways of interacting with the user are being created. So, if you are considering implementing these approaches for your marketing campaign and product promotion its right about time to get going.