What is Augmented reality (AR) for marketing?
Augmented reality (AR) is an emerging trend in marketing and sales strategies. It allows brands to give customers unique experiences with the convenience of tapping into their mobile devices. Brands can use AR to allow consumers to try products before they buy them, with augmented shopping experiences becoming increasingly popular.
Virtual reality (VR) is a computer-generated simulation of an alternate world or reality. It is used in 3D movies and video games. It helps to create simulations similar to the real world by using computers and sensory devices like headsets and gloves.
In comparison, there are some key points as AR augments the real-world scene whereas VR creates completely immersive virtual environments. AR is 25% virtual and 75% real while VR is 75% virtual and 25% real. VR marketing allows companies to bridge the gap between experience and action. VR changes the dynamic between brands and consumers. AR gives you another tool when it comes to driving sales and enhancing brand value through mobile devices.
AR and Consumer Readiness
A recent report from Futurum Research and sponsored by SAS revealed significant pandemic-induced shifts in consumer behavior and opinions including the acceptance of immersive tech. According to the report, 69% of those polled expect to use AR and VR to sample products in 2021, and 63% are willing to use AR and VR to visit remote locations.
Augmented reality enables marketers to provide a narrative of their products in real-life, and allows customers to craft their experience — and their reality — around the products they are interested in, suggested Kolsky.
AR in marketing
“By taking advantage of the technologies enabling the reality to be controlled, as opposed to the perception, it enables marketers to position their products in the best light possible. It opens myriad possibilities not only on how but where the product can be used — and changes the reality of the brand promise at the same time,” Kolsky explained.
There are quite a few brands today that are already using augmented reality to enhance their marketing efforts. AR-based marketing is not new. The use of AR is growing and brings effective results. Combine with the efforts of Google and Apple, which have released Software Developer’s Kits (SDKs) for using AR in apps for iOS and Android, as well as third-party companies such as ThreeKit and Wikitude, both of whom help brands create AR-based marketing experiences.
AR provides many useful values, especially increasing the online shopping experience for customers. AR-based product visualization can be used to deliver interactive advertising experiences that better connect with customers than traditional advertising. AR enables customers to try on products at home or place them in their real-world environments. The app’s augmented reality functionality helps to make informed choices online, assuring that a visit to a physical store is not needed. AR also gives companies the opportunity to provide more information that will influence the conversion rates both in-store and online and increase revenue. The company’s augmented reality app allows people to try out various paint colors on their walls. AR has excellent visualization features for tradespeople to use for agreeing on final paint jobs with their clients. Moreover, creating interactive experiences that are connected to all static, passive in-store materials means that they can be easily updated and refreshed over time increasing engagement, giving your customers a reason to return time and time again.
AR drives attention, engagement, conversion, and sales success. It creates direct conversations with consumers and provides better measurement and analytics. Although AR provides marketers with unique opportunities to create deep, emotional connections with customers, it may not be ready for prime for all brands.