Marketing is about engaging and forming a relationship with your audience. Digital marketing takes it a step further, utilizing tools like Facebook, Instagram, and Twitter to tap the power of the Internet and social media. Marketers also use Google, search engines, and email for different of online marketing tasks. In this ever-evolving network, marketers must adapt to a steadily increasingly user base while also meeting their clients and potential customers at the right time and place.
Now augmented reality has entered the game. More than just a buzzword, augmented reality (AR) is one of the hottest trends in the tech world today. It offers an innovative new way to reach out to prospective customers and increase your brand’s social engagement.
Most consumers crave the convenience of bringing the physical world to their fingertips via smartphones and tablets. Augmented reality utilizes digital imaging to superimpose real-time information, even text, in video and image formats. AR lets us view images from our cameras, from road maps to underground sewage systems, on our handheld devices.
How is augmented reality impacting today’s digital marketing trends?
Increased brand awareness
Augmented reality boosts brand awareness and marketing effectiveness by adding a “wow” factor to your campaigns. It gets your audience, including social media influencers, talking about your brand, which in turn expands its reach. Think of your scope of influence rippling bigger and bigger: The more people talk, the more people hear about it, and the cycle continues. Before you know it, your brand has become the “next big thing!”
Intuitive visuals and tangibility
Images capture a person’s attention more quickly than text, and they are more likely to be shared online, so using the right visuals will help expand your reach.
Augmented reality involves interaction with customers, offering a more fulfilling and interesting customer experience, which in turn makes them want more. Customers feel empowered since they are in control of the viewing experience. Instead of using a Web browser to read copy and click images, AR makes products feel more tangible and three-dimensional.
Another advantage of augmented reality is that it allows customers to access your business in real time. They can provide immediate insight and responses so you can learn more efficiently about your customers’ preferences.
A study conducted by Blippar, a company that produces augmented reality mobile apps, shows that users spend an average of 75 seconds on AR-enhanced experiences, compared to 2.5 seconds on television and radio. As any marketer can tell you, customer engagement is key, and it leads to positive feedback. The principle is simple: Happy clients attract new potential customers.
Personalized customer experiences
Augmented reality enables unique experiences tailored for individual users, focusing on their interests and needs. For example, Rayban’s Virtual Model, a browser-based app that simulates a fitting room, lets customers “try on” virtual eyewear to help them choose different styles and colors. They can also quickly access information such as price and availability.
Digital marketing tools are crucial to engage your current and potential customers. Augmented reality goes a step further, letting customers take control and increasing consumer awareness and brand recognition. Moreover, real-time engagement enables stronger interaction and improves customer service. In addition to improving your brand’s exposure, engagement, and reach, AR offers a new and different take on the online ecosystem, which can greatly benefit any business.
For more digital marketing strategies that get results, see Moving From Digital Tactics To Digital Marketing.