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From 3-D playing cards and movie posters to virtual fitting rooms and vehicle test drives, augmented reality (AR) is emerging as a more accessible, progressive marketing tool.
Because greater than half of shoppers use their smartphones to research purchases, AR offers recent and improved ways for retailers to construct relationships and have interaction with their customers—each inside and out of doors stores. In addition to making a more engaging user experience, AR provides data that empowers brands to higher understand what’s resonating with consumers, and to tailor their marketing efforts accordingly.
Early examples of AR have proven successful for a lot of brands, but barriers to widespread adoption amongst consumers are still present. So how does AR avoid tapering off like so many marketing tech trends that got here before it? (Sorry, QR code, but we’re you.)
Executing an progressive and successful AR marketing campaign doesn’t must be complicated. For retail marketers considering experimenting with AR, listed below are a couple of easy tricks to take note.
1. Make it relevant
For marketers and types considering making AR a part of their strategy, it’s vital to know what varieties of AR content are relevant to their users.
Within a user’s live environment, AR technology has the flexibility to deliver 2-D and 3-D imagery, video, and animation via a mobile device. For example:
By tapping into the insights that AR provides—based on where, when, and the way their audience is engaging with their content—retail marketers can higher understand what content resonates with the user, then tailor their messaging and marketing efforts.
2. Create engaging content
Multiple studies have shown that buyers usually tend to buy—and even pay more for—a product after they’ve touched it. The same has been said about consumers who’re able to ascertain owning a product they’ve seen while shopping online.
AR makes it possible for consumers to visualise and have interaction with products like never before, but provided that brands can discover and create the suitable varieties of content to grab consumers’ attention. For example, if you happen to’re selling home decor, construct an app that enables users to see how a chunk of furniture would look of their home.
Engaging content not only gets consumers serious about products but additionally results in increased brand affinity. The more time consumers spend with a brand, the greater their attachment to that company becomes.
3. Understand where users are interacting with content
In 2011, Red Bull ran a subway ad campaign that relied heavily on QR codes. Not a nasty idea in itself, not less than until you concentrate on that almost all subways don’t offer phone connectivity, rendering the codes essentially inaccessible and useless.
If marketers are planning to integrate AR into their campaigns (and if AR desires to avoid the identical fate as QR codes), it is vital to know where consumers are engaging with their content and plan accordingly.
4. Include a transparent call to motion
Brands don’t desire consumers to simply browse; they need consumers to purchase, track, and share. Users should due to this fact give you the chance to see and do more with AR, and types should give them a transparent call to motion to reply to. Just as with traditional marketing campaigns, smart retailers know that success comes from asking consumers to have interaction with the brand in a selected way. A transparent call to motion inside your AR campaign won’t only drive higher results but additionally help gauge the success of the AR campaign.
5. Integrate with other marketing tools
Location-based tools, social networking, recommendations, and reviews are all great standalone tools, but when integrated with AR, they unlock a complete recent level of engagement and activity-based re-engagement by making the user experience rather more personalized.
When Olympus released its PEN E-PL1 portable camera in 2010, it concurrently released an AR campaign that allowed users to virtually explore the camera’s features, plus share their photos and videos online. Such a more robust campaign offered a way for the brand to have interaction consumers on a much deeper level.
6. See the larger picture
User experience is barely one a part of the AR equation. Another is data, which proves extremely worthwhile to brands. With traditional retail marketing tactics, reminiscent of catalogs and mailers, it might probably be difficult to access deep-dive data that reflects what consumers are engaging with, what’s capturing their attention, and what is not working as well.
AR technology opens up recent levels of information and feedback, allowing retailers to see which ads persons are engaging with, how long they’re an ad, whether or not they have downloaded a coupon or shared something with a friend. Such information makes it easier for retailers and types to discover trends, deliver more personalized content, and re-engage users.
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Consumers love their smartphones, they usually are on the lookout for more ways to make use of them, while brands are looking for ways to unlock the potential of the smartphones their customers are already using.
AR provides a method to bridge the gap between the physical and digital experience, empowering brands to higher engage with their customers and drive real business ends in the method.
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