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How to leverage AR in your digital marketing strategy

30-second summary:

  • AR is one of the best ways for digital marketers to effectively promote their product.
  • This makes it easier for a customer to visualize the product before purchasing it.
  • Digital packaging makes it more appealing and ensures higher sales.
  • Using AR with a digital marketing strategy gives the brand an authentic and unique perspective.

Augmented Reality (AR) is no longer a concept limited to science fiction films. If you are familiar with the digital retail marketing of 2020 you must have known that it has long since found its way into marketing.

Marketing professionals are showing an interest in including this amazing technology in their digital marketing strategy. You have some compelling reasons for doing this.

Do you know 72% of online shoppers buy products they weren’t planning on because of AR? Or that 61% of them prefer retailers who use AR?

In 2020, 32% of users had already used AR apps for shopping. This is the time you should realize that AR is not only affecting digital marketing, it is changing it forever.

This new industry is literally on the rise. The net worth of the AR market is $ 3.5 billion. According to Citrus Bits, the market is expected to grow by $ 61.4 billion by 2023.

Seven ways you can harness the power of AR in your digital marketing strategy

Let’s discuss a few ways augmented reality can change your digital marketing strategy forever:

1) Allow you to grab the customer’s attention

Good marketing is about getting people’s attention. It was pretty easy in the past, but with the advent of new technologies it has become quite difficult. You need to find innovative practices to increase brand visibility and awareness.

You can do this with AR technologies. With AR, you can get a lot of attention from your target audience in ways that traditional promotional tactics like television, billboards, and print media cannot. You can reach a large number of people in a very short amount of time, and that’s the beauty of AR.

Plus, you can get customers excited about what forces them to buy from you.

2) Product visualization for the digital marketing strategy

Augmented Reality enables today’s consumers to visualize products.

In its basic definition, product visualization can be described as a process by which companies use images and graphics to visually communicate the products to customers. To date, many companies are doing this by activating their e-commerce websites and demo apps with visual product configuration software.

Take IKEA, for example. The Swedish furniture retailer recently replaced its traditional photography with 3D renderings. With the digital catalogs and the IKEA app, users can see what a piece of furniture of a certain color and size would look like in their homes.

According to a survey, more than 75% of customers are concerned about buying the wrong size furniture. AR apps are huge technological advances that can help retailers reduce the hassle of returns and regrets.

3) Let customers try it out virtually before buying

You can easily try out your next pair of glasses that you want to buy with your smartphone.

By integrating AR technologies into your digital marketing strategy, customers can understand what they are buying and how exactly cosmetics, clothing, accessories, etc. work for them.

It’s about putting your product virtually in the hands of customers so they can make more informed decisions. The eyewear brand Warby Parker, which goes direct to the consumer, has launched a virtual try-on system that allows customers to try out glasses from the comfort of their own home.

All users have to do is download the app, choose the style of frame they want to try, and then turn on the feature that opens the front camera and puts the glasses on your face. The glasses stay locked in place even if the person moves and tilts their head.

4) Generate enthusiasm for the brand

Augmented Reality can be used both directly and indirectly for your digital marketing strategy. If you’re not bringing a new product to market, you can still use AR technologies to build your brand’s reputation and increase awareness among your target audience.

By delivering an unexpected reality experience, you can generate significant hype around your new brand. Since AR is still a new concept on the market, you can use it as part of your marketing plan to create memorable moments for people with the brand.

Get inspiration from the beauty brand that thrived amid the COVID-19 pandemic.

Sephora has developed an AR app that will allow people to buy perfect makeup during the pandemic. The company has partnered with an AR company ModiFace, which scans the human face and enables consumers to try on hundreds of different cosmetic products so they can choose the products based on their facial features and needs.

5) AR technology for injecting life into objects

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Augmented Reality is a great way to increase the effectiveness of your digital marketing strategy. AR technology is a fantastic way to improvise the tour experience by bringing the dead to life.

The app is known among visitors who use it in the museum to write history and see what the dinosaurs and objects on display looked like thousands of years ago. This is indeed a great way to enhance tourism and the academic experience as technology allows people to engage with the objects on a deeper level.

6) Promote engagement for digital packaging

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Every marketing student and professional knows that packaging plays a huge role in influencing purchasing decisions. The packaging is your chance to communicate with users. AR technologies are a great way to make your boring packaging look great and share detailed information that you can simply put on the label.

AR is a fantastic way for any user to explore additional product-related information by viewing a product with specially designed apps. You can share content that is unique, interesting, and relevant across a variety of digital media.

This information can be text or 3D animation. For example, the British Museum has partnered with smartphone company Samsung to develop AR apps for this purpose.

AR technologies for product packaging can benefit you in a number of ways:

  • Powerful brand storytelling
  • Provision of educational and technical details about the product
  • Entertain customers

The world’s leading whiskey brand Jack Daniel’s uses AR for their product packaging. Within a few seconds of scanning the bottle, the app takes the user on a virtual tour and shows the detailed wine-making process.

7) Digital marketing strategy with gamification

According to a recent study published by a course writing service, gamification has been recognized as one of the best digital marketing techniques in a very short space of time. This tactic has been adopted by a number of brands in an attempt to grab the market’s attention and provide them with superior value.

They are design elements that appeal to game lovers and can force them to crave more. The US-based entertainment broadcaster used gamification tactics to publicize the mystery series “Dig”. The cable channel launched a smartphone app called “Dig Decoder” to provide hints about the game.

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Using the app’s finder option, users can search for additional game clues hidden in game magazines, on billboards and in print ads. You can say that by using augmented reality for your next digital marketing strategy, you can give your audience another reason to enjoy the show.

Key to take away

Augmented Reality has found its way into the digital marketing strategy of large and small brands. The technology enables marketing managers to make their digital marketing campaigns innovative and engaging by giving people the opportunity to connect with the brand.

This article provides several examples of how brands are using AR technology to grab customers’ attention and create emotional bonds with them that guide product decisions.

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