Augmented reality (AR) has been supporting companies through innovative marketing activities and strategies. The AR platform demonstrates considerable ROI and traceable user data management.
Researchers suggest that almost 90% of companies with revenues of more than $100 million rely on AR or VR technology for marketing. 10% of small and medium-sized industries have already used AR technology, and about 72% of enterprises hope to adopt AR in the coming year. Market and technology leaders are early adopters of this latest trending technology. Experts predict that augmented reality is the “next big thing.” AR is helping marketers find better strategies to attract target audiences and increase brand awareness.
Why AR Matters Now
The digital marketing world is usually affected by the largest social media channels deciding to use their algorithms for processing. Unfortunately, for digital marketers, the latest changes in Facebook’s news subscription algorithm mean that it is now more inclined to human interaction than corporate and page posts. Now, it’s difficult to communicate with people on your page, which greatly reduces the value of likes, shares, and comments to the business. If someone liked or followed your page in the past, you can safely say that they will no longer see your updates. At the same time, as online shopping takes over the market, brick and tile stores close at a rate of 7,000 each year.
What does this mean to you?
This means you need to focus on creating content that your customers choose to share, and you need to make sure that there is inherent incentive to do so.
In this case, AR is an excellent persuasive tool. Its effects include:
- 72% of shoppers bought something that could not be done due to AR
- 61% of customers prefer brands that use AR
- If AR marketing is used, 68% of customers will spend more time on products
The advantage of AR is that it does not require any special software, browser extensions or devices used by customers. You just need to provide an excellent experience.
The Raise of AR
Augmented reality technology is a technology that allows users to superimpose 3D objects into their physical world through mobile devices. Essentially, AR overlays digital information on existing environments to create new environments. A popular example is “Pokémon Go”, in which users can capture the Pokémon that they can see in the real world through a smartphone.
Many technology companies are working to improve the framework and functions of AR, including Apple, that launched AR Kit to help application developers achieve this goal. Developers can now use the new tools to generate outstanding augmented reality and virtual reality applications.
Analysts predict that the market for the AR and VR industry will continue to grow, and pointed out that by 2020, more than 1 billion people worldwide will use AR applications. But even if analysts have made considerable estimates of the market growth of the unified AR and VR world, software developers strongly believe that AR is the future, which will drive most of the growth of immersive technology.
Augmented reality in marketing
Many brands have entered the AR field, integrating AR into their mobile devices and browser applications for practical and marketing purposes. Some example users include Home Depot, Timberland, Sephora, Chiquita, and Genius Ventures Inc.
In 2015, Home Depot provided customers with a way to check the color of paint before purchasing it. The “Project Color” application includes methods for solving light, objects and even shadows. This gives the customer a realistic idea of how the colors will look in their actual environment.
In 2017, Home Depot added its AR products, including furniture and furnishings. Now, customers can see how the colors on the walls and the appearance of various furniture in the house. Since then, Lowe’s and IKEA have also adopted this technology.
Augmented reality: the future of customer experience
AR is rapidly changing the way consumers communicate with companies. In the retail field, the significance of AR in marketing is huge, and it is expected to increase participation and sales. AR has also taken over education, healthcare, and even replaced the way people interact with insurance companies.
AR is becoming more and more common and convenient for mainstream audiences and is continuously integrated into more applications and industries to make it more accessible. This technology is an ideal tool used by many different brands in their marketing strategies, and it provides new and exciting ways to reach customer groups.
By Ángel González