5 Benefits of Using Augmented Reality(AR) for Marketing
Augmented Reality is the combination of the real and virtual world with additional toppings of three-dimensional artificial objects and digital information. In other words, augmented reality takes the movements, gestures or commands as inputs and delivers the outputs in images and videos in animated forms. Augmented reality is one kind of Artificial Intelligence(AI) tool used for marketing purposes. Technology and marketing strategy both are dynamic, and people are very conscious as well as excited in case of using the new tools and enhancements. Many companies have already stepped forward in the game by implementing AR for their business. It is obvious that companies who will adopt AR strategies will have a bright future ahead. Because it involves more customer engagements, attracts customers and retains them. Above all, it’s fun for both marketers and customers!
Benefits of Using Augmented Reality(AR) for Marketing:
- Elimination of confusion: Coca-cola used a strategy for the B2B sales department to solve a typical problem which was to visualize how beverage coolers would look and fit in the retail stores. An AR GPS drive or walk navigation app that guides the drivers or passengers to the destination by showing a virtual map which is a representation of the actual roads. The companies named UBER and LYFT are using these AR strategies for marketing. It removes the confusion of both parties and makes the deal easier.
- Customer reliability: AR gives customers the assurance and reliability of any product service. They can experience the real world experience virtually first. If they like the products or services, they can acquire it in the future. So, it ensures customers reliability.
- Trustworthy: It also gives proof of what is shown in the app actually happens in the real world. So, companies can gain customers trust and satisfaction. And these are very important elements of marketing.
- Offers instant feedback: In all sectors, from makeover to entertainment AR gives immediate feedback by showing the customers what’s going to occur in reality.
- Interactiveness: AR apps engage customers so cleverly. For example, snap chats “streak strategy” which forces the customers to use snap chat on a daily basis. Other social media apps like Facebook and Instagram are also using AR strategies for customer retention. Moreover, customers are enjoying these strategies. So, it’s a win-win situation.
Examples of Augmented Reality in Marketing:
- Last year, the cosmetic giant L’Oreal acquired a major AR beauty company Modiface. Where they created many custom augmented beauty apps including those from Sephora and Estee Lauder. With the help of these apps, customers could see what they would look like with different makeup, hairstyles, and other cosmetics.
- In the middle of 2016, there was a very popular app named “Pokemon Go” in which people used to catch Pokemon (animated monsters) from anywhere. There was a hype of people gathering into places where pokemon are available.
- A Spanish fashion retailer named Zara has incorporated AR displays in more than 100 stores all over the world. In which customers can place smartphones in front of mannequins to see how they’d look in those dresses by using the app.
- Snapchat a popular social media app that uses AR by adding the feature of bitmoji. Where bitmojis represent the user’s appearance in images and videos. Different filters are also used that adopts the user’s movements and expressions; and delivers the funny voices, pictures, and videos of them.
- An online home store named Wayfair also launched an AR app that can show the customers virtually if the interior design and furniture will be suitable for their houses or not.
With modern technology and the invention of new apps in almost every sphere of our lives augmented reality has expanded and proceeded. In today’s world, it is used almost in every sector like- sports, education, medicine, entertainment, business, research and so on.
But there no unmixed blessings on earth. AR has some negative impacts too. For example, there is an app named recognizr, it uses face recognizer. By using a random person’s image you can get all his personal info such as identity, contact details and so on. This is a bit spooky and risky at the same time.
As more AR marketing takes place, consumers are most likely to quit their desktops and laptops for better actions. This is a piece of exciting and helpful news for the businesses who are wanting to lead the market by utilizing the social media platform.
Contributor: Faiza Tahsin, Nascenia