It is possible to surprise consumers, promote the memorization of a company or brand, favorably emphasize the advantages of their products, push them to buy a product or service — thanks to augmented reality technology. The technology makes it possible to advertise and sell goods directly from packaging, showcases, stands and other objects. The technology is especially effective when interacting with a children’s audience, because it allows you to combine everything that children love: the desire to explore the world, games and animation.
Augmented reality for marketing is developed in a mobile application for a smartphone or tablet and contains interactive content. Almost every client can use such a program. It is enough to download it to a device that supports the technology. AR technology allows you to visualize many types of digital content, giving the consumer access to information about the size, shape, color and other characteristics of the product.
According to research by Deloitte, almost 90% of companies with annual revenue of $ 100 million to $ 1 billion use AR or VR technologies.
According to the TheDrum.com, augmented reality allows you to:
capture a person’s attention for 85 seconds;
get feedback 20% more often;
increase the conversion rate to purchases by 33%.
AR allows you to change and complement digital content, retaining consumer interest and building long-term relationships with the audience. The technology is most in demand in the retail trade: applications help customers to “try on” clothes, shoes, accessories, choose a suitable product from a variety of similar ones, select furniture for the interior of a home or office.
How does augmented reality affect marketing?
1. Increase in sales
Augmented reality allows you to distinguish a product from many similar ones, or vice versa, to emphasize its unique uniqueness. The interactive and gaming components of AR attract and retain the attention of users, which contributes to sales growth.
The Danone advertising campaign can be cited as a vivid example of the effective use of augmented reality in order to increase sales. Each package of cottage cheese produced by the company was accompanied by a magnet with a planet or constellation, which was a label for reproducing 3D animation. The child got the opportunity to take selfies with cosmic landscapes and post them on social networks. Thus, the information about the product received viral distribution. And to stimulate sales growth, it was proposed to assemble a space map from magnets.
Consumers always want to try out a new product before buying it. AR will allow you to fulfill this desire. The use of augmented reality increases the probability of successful purchases, which means positive reviews about the product and brand.
AR applications created by brands such as L’Oreal and Sephora allow customers to “try on” makeup from their own product line. Topshop and Timberland have developed virtual fitting rooms so that customers can choose clothes for themselves.
3. The potential for printing
Augmented reality opens up an additional potential of printing products. Packages, booklets, brochures, magazines and even business cards can become carriers of memorable AR advertising.
A regular menu can tell you more about an institution and its cuisine if it has augmented reality. Waiting for an order also becomes boring thanks to AR technology. Manufacturers of consumer goods can “revive” the packaging or provide additional information that the consumer can get immediately when choosing in a supermarket.
Heinz has placed a cookbook in augmented reality on the label for ketchup. According to the results of the advertising campaign conducted in 2018, Heinz received 170,000 unique visitors to its own AR application, each of whom interacted with augmented reality three times on average.
AR “enlivens” greeting cards, books and diaries, which become a memorable gift.
Visual outdoor communications
AR can become part of an indirect sales strategy. For example, to create information noise, which will contribute to the growth of awareness and increase the status of the brand.
With the help of augmented reality, Pepsi has improved bus stops. The company installed an AR screen — and while waiting for transport, people could see a tiger attack, the arrival of UFOs or a robot uprising. The technology caused a real shock to the people who watched it, and Pepsi again reminded of itself as a creative and modern company.
As the examples show, augmented reality has gone beyond entertainment, becoming a powerful marketing tool. Its use is a great opportunity to approach the solution of strategic tasks in the field of advertising, marketing and PR from a new angle.
The Big Dream team specializes in the development of augmented reality in marketing in Nur-Sultan, which will give your company:
- competitive advantage,
- brand promotion,
- attracting new customers,
- increasing revenue.
The development of augmented reality for business in Nur-Sultan opens up a lot of opportunities for creative marketers. Ideas that were difficult to implement with the help of advertising in the photo or video format are now successfully implemented with the use of AR.