Augmented reality refers to the real-time blending of virtual objects into real-world settings. Different than virtual reality, augmented reality enhances the reality that you would ordinarily see with superimposed sounds, images, and text.
How Augmented Reality Benefits Your Marketing Strategy
The concept of augmented reality caught on like wildfire in 2016 with the launch of Pokémon Go, which is an augmented reality location-based game where players use their mobile devices to locate, capture, battle, and train virtual creatures. On the surface, Pokémon Go is a fun and entertaining mobile game; however, many people did not anticipate the positive impact that the augmented reality game would have on local businesses by helping to increase foot traffic.
Thanks to the immense success of Pokémon Go, more businesses are finding ways to incorporate augmented reality into their marketing strategies. In fact, a recent Deloitte study revealed that almost 90 percent of businesses with $100 million or more in annual revenue are already leveraging augmented reality to engage customers. Smaller businesses are using augmented reality too, with 72 percent of small to medium-sized businesses planning to use some form of augmented reality within the coming year.
Marketers that are already using augmented reality to their advantage say that this technology offers so much more than the entertainment value. Those businesses that are already leveraging augmented reality are using it as a way to differentiate their brand and increase convenience, speed, and the overall customer experience.
Don't Use Augmented Reality for the Sake of Capitalizing on this Digital Marketing Trend
Keep in mind that businesses shouldn't incorporate augmented reality into their marketing campaigns just for the sake of capitalizing on this trend. You also should not need to run a marketing campaign to promote your use of augmented reality. Instead, your goals of using augmented reality should be to provide a meaningful branded interaction with your customers and create a gateway for more customer engagement with your business.
Examples of Business Using Effective Augmented Reality Strategies
Research shows that offering customers augmented reality experiences can increase dwell time by more than 85 seconds and click-through rates to purchase by 33 percent. Those statistics alone should catch your attention and encourage you to explore ways to incorporate augmented reality into your own marketing strategy.
Here are some examples of businesses that are nailing it with their augmented reality strategies:
1. Google Maps
So many people have a difficult time reading maps, even with the small blue dot that Google has historically offered to mark a location. In a response to user frustration, Google recently announced that its 2018 version of Maps Walking Navigation will include augmented reality with visual overlays to make it easier for people to find their way.
2. The Walking Dead Scary Shelter
People remember experiences as they tend to leave an impactful impression. However, when offering a customer experience, your goal should be for consumers to remember your brand message and not just the experience. The Walking Dead's Scary Shelter does this brilliantly by bringing the emotions of the show directly to the consumers through augmented reality.
3. Sephora's Virtual Artist App
Using similar technology that Snapchat uses for its lenses, Sephora offers customers the ability to virtually try on makeup with its Virtual Artist app. Users can test how bold lipstick colors would look on their own face and even see the effects after months of a skincare regimen. With this incorporation of augmented reality, customers can more confidently make purchases online with fewer returns.
4. Ikea's Product Visualization
Ikea understands that purchasing a piece of furniture is a big decision and something that customers want to get just right. This is why Ikea is using augmented reality to allow customers to virtually see how a piece of furniture would fit and look like in their own homes. Once users download the Ikea catalogue app, they simply place the hard copy version of the catalogue where they want to position furniture in the room, choose a product from the digital catalogue, and hold up their mobile device to see how the product would look in the room.
As you can see, there are many ways that your business can use augmented reality to capture your audience's attention and create an impactful, memorable experience that conveys your brand's message. While augmented reality has been one of the hottest digital marketing trends of 2018, we can certainly expect to see more brands embracing it in the coming years.
How New York Ave Can Make Your Business Stand Apart
As a creative digital marketing agency, our goal at New York Ave is to help our clients tell their stories in a way that makes their businesses more memorable. We pair our understanding of human psychology with our wealth of digital marketing experience to create more effective solutions for our clients. Augmented reality is just one of the many ways that today's businesses are able to develop deeper connections with their customers.
Contact us at New York Ave to learn how we can help you stand apart from the noise online and create a personalized digital marketing strategy for your business.