Have you ever hunted down a pokemon with the Pokemon Go app? If the answer is yes, then you are familiar with Augmented Reality(AR) Technology. According to the Merriam-Webster dictionary, Augmented means to make greater, larger, or more intense. AR makes our world more intense and lively by adding virtual layers to it. In simple terms, Augmented Reality is enhancing the real and physical world with the use of visual, sound, and other sensory elements provided via technology. AR is the notable technology trend that has revolutionized the world. It has seen extraordinary growth in recent years. All the tech giants like Google, Facebook, Apple, Amazon, Microsoft use this AR technology.
Tim Cook, Chief executive of Apple, says “AR will be as important as eating three meals a day.” Augmented Reality is a great tool for marketing. It arrests individual attention for atleast 85 seconds, increases the engagement rate by 20%, and boosts the click-through rate to sales by 33% as per the Drum report.
Let’s explore how brands use AR to attract a potential audience.
1) Loreal Paris, the famous personal care brand, is using this technology for the promotion of its hair and makeup products. Customers across the globe can try makeup and hair color online through various apps. They can easily choose what suits them the best. Loreal Paris is integrating augmented reality to engage people who spend more time online.
2) AR observes the physical reality and places virtual things in the view. A famous example of AR is face-filters. Instagram, Snapchat, Facebook, and many other social media apps all have fancy filters. Approximately 600 million people use these AR face filters on Instagram and Facebook in a month.
3) Pepsico, a Multinational beverage and food brand, took AR to the Malaysian markets in it’s first ever Augmented Reality concert. This year (2021) Pepsi took the marketing standards to the starts by coming up with a very unique way of engaging it’s loyal following. Launching an AR concert.
Senior Marketing Director APAC of PepsiCo, Salman Butt, stated, “At PepsiCo, music is a key way for us to connect with our fans, and we know that music lovers in Malaysia have been missing the concert experience for over a year due to the pandemic.”
4) IKEA, a famous home furnishing brand, allows customers to virtually place the furnishing such as sofa, rugs, tables, etc in their homes or any space. This is a useful feature for customers. They can download the “IKEA Place” app They can select the perfect piece of furniture. This is only possible because of Augmented Reality(AR).
Why should your Brand adopt Augmented Reality in marketing?
1) Enhanced User experience- With AR, you can bring your product to life. Customers can interact with products virtually and buy the product they love.
2) Increases Engagement rate- Your target audience views an enormous amount of ads and marketing messages daily. It is common for a Brand to lose its voice. However, AR grabs the attention of your target audience and they are engaged for more time.
3) Gives an edge over your competitors- When your brand uses such an innovative technology like AR, customers will choose your Brand. They will trust a brand, that is, more advanced.
4) Boosts Sales- A customer who tries a product online, has a higher chance of turning into a sales lead.
5) Returns are minimal- As customers have already tried the product virtually and know how their product looks. They will be more satisfied when they receive it. This reduces the chances of return.
Augmented Reality is improving the marketing and buying experience. Incorporate this technology into your Brand for better results. Tap on the unexplored potential of AR and differentiate your brand from others.
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Written by - Arunima Sharma and Rishi Singh
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