Introduction to Augmented Reality in Brand Marketing
Augmented reality (AR) is a technology that’s here to remain, and it’s expected to make a big impact on brand marketing. According to Tom Emrich of Niantic, AR is the driving force behind the progress of the metaverse, which has the potential to generate as much as $5 trillion in value by 2030. In 2022, many brands explored the metaverse for the primary time, and in 2023, they’re expected to comprehend that the metaverse will enhance our real-world experience through AR.
The Rise of Browser-Based AR
One of the important thing trends in AR is the rise of browser-based AR, also often known as WebAR. This technology allows consumers to access AR content via their browser, without the necessity to download an app. This makes it easier for brands to achieve a wider audience, as anyone with a smartphone can access AR experiences. With at the least 54% of mobile AR users engaging weekly, and at the least 75% monthly, the potential for brands to attach with consumers through AR is large.
Benefits of WebAR for Brands
WebAR offers several advantages for brands, including massive reach and easier access to AR experiences. By removing the necessity to download an app, brands can streamline the experience and make it more convenient for consumers to have interaction with their content. This can result in increased dwell time, click-through rates, and sales, as consumers usually tend to interact with brands that supply immersive and interactive experiences.
AR and E-Commerce
AR is predicted to play an even bigger role in e-commerce in 2023, driving ROI and creating richer, more meaningful relationships with customers. With global retail e-commerce sales expected to pass $8 trillion by 2026, WebAR may help brands unlock the total potential of this boom. By collapsing the purchasing funnel and allowing consumers to maneuver from awareness to intent to buy inside one experience, WebAR can increase sales and reduce return rates.
Examples of Successful WebAR Implementations
One example of a successful WebAR implementation is Saatchi Art’s "View My Room" feature, which allows art buyers to view over a million pieces virtually. This feature resulted in a median 17% increase in spending, demonstrating the potential of WebAR to drive sales and revenue.
Retail Brands and AR Commerce
Retail brands are expected to steer the charge on AR commerce in 2023, using WebAR to make the bricks-and-mortar experience more digital and the e-commerce experience more physical. By adding a more physical and personalized element to e-commerce, brands can increase sales, reduce return rates, and create a more satisfying experience for consumers. AR may also be used to reinforce bricks-and-mortar locations, driving foot traffic and keeping the shopping experience fresh.
Conclusion
In conclusion, AR is a technology that’s here to remain, and it’s expected to make a big impact on brand marketing. With the rise of browser-based AR, brands can reach a wider audience and create more immersive and interactive experiences. As e-commerce continues to grow, AR is predicted to play an even bigger role in driving ROI and creating richer, more meaningful relationships with customers. Retail brands are expected to steer the charge on AR commerce, using WebAR to make the bricks-and-mortar experience more digital and the e-commerce experience more physical. As the metaverse continues to evolve, one thing is definite – AR is the driving force behind its progress, and it’s an exciting time for brands and consumers alike.
