Augmented Reality: A Game-Changer for Marketers and Customer Experience
Augmented reality (AR) is proving to be a game-changer for marketers, offering real value and a high return on investment, according to a recent study by GetApp. Snapchat, a pioneer in AR technology, has further solidified its commitment to the technology with the launch of its first AR game, Ghost Phone.
Ghost Phone invites users to solve the mystery of what happened to Lisa by using her abandoned phone to uncover clues and interpret paranormal activity. The game, showcased in a captivating YouTube video, brings ghostly characters to life in players’ real-world environments, providing an immersive and engaging experience.
With 3.1 billion gamers worldwide, the mobile gaming industry presents a massive opportunity for marketers to engage with a captive audience. However, gaming is just one of the many AR marketing opportunities available to brands.
AR campaigns enable marketers to showcase products to consumers in a unique way, allowing them to interact with items like furniture, clothing, or cosmetics virtually before making a purchase. According to a report by SkyQuest Technology, 41% of large retailers are already using or considering using AR for this purpose, while 77% and 76% are adopting AR to create engaging experiences and improve customer engagement, respectively.
A study by NielsenIQ found that 61% of shoppers prefer to buy from retailers that offer AR experiences, and 56% said AR experiences give them more confidence in product quality. Marketers are advised to not only showcase products through AR but also to entertain and educate consumers. Examples include Walmart’s collaborations with Marvel and DC Comics on in-store experiences and Lowe’s and Walgreens using location-based AR technology to guide store visitors to specific products or promotions.
Eran Galil, chief technology officer and co-founder of ByondXR, emphasizes the importance of immersive technology in enhancing the customer experience and building brand loyalty. By incorporating immersive content into customer experience centers, businesses can inform and delight their customers, ultimately strengthening their connection with the brand.
As AR continues to revolutionize the marketing landscape, brands that embrace this technology stand to benefit from increased customer engagement, improved brand loyalty, and a competitive edge in the market. Subscribe to our free newsletter for more insights on the latest trends in technology and marketing.
