With attention spans shorter than ever, investing in new ways to engage your audience has never been more vital. But with so much competition out there, how do you stay relevant in your industry?
It’s an important question that’s haunted marketing departments for decades. And with traditional print campaigns arguably losing the impact they once had, turning to new strategies – such as augmented reality – has never been more popular.
But what is it that makes immersive technology a go-to tool for brands and customers alike? And what impact has it had on the all-important bottom line for up-and-coming and established businesses? Let’s take a look.
The attention challenge
As anyone who works in the marketing industry will know, nothing happens unless you get noticed. For that reason, it’s part and parcel for any campaign to come up with new and interesting ways to stop prospects in their tracks. Enter AR.
Now, you might be thinking it’s somewhat excessive to use AR as a marketing tool. But with attention spans continuing to recede year after year, global brands have turned to immersive technology to stay ahead of the competition.
But why is AR so effective as a marketing tool? Well, unlike your standard billboard or magazine advert, augmented reality offers an immersive and personalised experience to users.
In doing so, it captures attention and limits possible distractions from the outside world. Users are completely engaged with your product or service and feel as though they are part of the brand journey – all of which made possible through experiential marketing.
The benefits of AR in marketing
As the e-Commerce and retail industry evolves, more and more brands are utilizing the marketing power of augmented reality – and here’s why.
Improved engagement
As you’ll know, brands that make a fresh and interesting first impression have a far greater chance of being remembered. By adopting immersive technology, prospects are wowed by interactive content that creates a stronger connection with your products and services.
A recent example of a well-executed AR campaign was delivered by Uber in Zurich central station – offering passers-by a taster of immersive technology.
Increase rememberability
By whichever metric you choose, using AR to deliver a marketing campaign is a sure-fire way to get your brand remembered. That’s because, unlike standard marketing strategies, augmented reality offers an immersive platform where users can interact with your brand.
Instead of being passive observers, they become part of whatever journey you choose to design. They experience something completely new and, in doing so, will probably go on to market your brand through word of mouth.
Reduced marketing costs
Although it’s assumed AR costs a fortune, with every technological development, hardware and software is becoming more affordable and accessible for businesses across the world. What’s more, whether you’re swapping traditional media for immersive strategies or thinking about incorporating the two, by using AR, it’s far more likely you’ll see a return on your marketing budget.
Promote accessibility
Around 83% of the global population own a smartphone. That’s 6.6 billion people who already own the technology to access augmented reality. By 2027, that number is expected to grow to 7.7 billion and, no doubt, will continue to rise thereafter. For that reason, investing in augmented reality has never been more accessible. It means prospects can enjoy an immersive brand experience in an instant – and all from the comfort of their own home.
Educate customers
No one likes to be confused about a product or service, especially when it’s being sold to them. So to make things clearer throughout every stage of the buying process, augmented reality can be used to educate customers. It means brands can breakdown the features and benefits of their products into bite-sized nuggets of information, allowing customers to easily visualise how it could improve their life. Also, by taking the time to educate customers through augmented reality, you’re building a sense of trust which, according to Shopify, has seen an average conversion lift of 94%.
Examples of brands using AR for marketing
Amazon Salon – virtual hair and care styling
Launched in London early 2021, Amazon opened their first-ever salon where customers can experience augmented reality hair consultations. As part of the immersive experience, customers can point-and-learn at any new product or service to help them make a more informed buying decision about any treatment.
John Boumphrey, Amazon’s UK Country Manager, said, “We’ve designed this salon for customers to come and experience some of the best technology, hair care products and stylists in the industry. “We want this unique experience to bring us one step closer to customers, and it will be a place where we can collaborate with the industry and test new technologies”.
ASOS – ‘See My Fit’
As one of the first online cosmetics and clothing retails to invest in augmented reality, ASOS have made strides with the use of immersive technology to increase sales. In 2019, ASOS released Virtual Catwalk designed to help customers visualise 100 ASOS design products. And by 2020, the retailer had scaled-up their efforts with the launch of See My Fit – allowing online shoppers to digitally fit clothing onto models. In the past 18 months alone, the integration of augmented reality has culminated in ASOS revenue jumping by 24%.
Burberry – Olympia pop-up at Harrods
To celebrate the launch of the Olympia bag, Burberry released an immersive campaign at Harrods where customers scanned a QR code to watch an Elphis statue come to life. Lydia King, Harrods Fashion Director, said, “the exhibition window is an exciting space where brands can experiment and create a true spectacle, and that’s exactly what Burberry have with ‘The World of Olympia’. An iconic product paired with an equally iconic digital experience is a powerful combination I know our customers will love”.
IKEA Studio app
As an upgrade to the IKEA Place App, the Swedish furniture suppliers have now released immersive technology that captures entire 3D room plans.
It’s a newer form of augmented reality which uses iPhone LiDAR sensors to measure and map a room before accurately creating realistic furniture configurations to fit specific layouts.
The future of marketing
Gone are the days where immersive technology is merely viewed as a video game add-on. Instead, with more brands than ever realising its potential, augmented reality is fast becoming the go-to tool in the world of marketing. As the technology continues to develop at an astounding pace, new and exciting marketing opportunities will become available to brands who dare to try something different to the ordinary. After all, marketing is about standing out. And if there’s an immersive technology readily available to help you meet that goal, what are you waiting for?
Want to see how augmented reality can help you market your brand and boost revenue?
Get in touch today for a FREE demo.
With attention spans shorter than ever, investing in new ways to engage your audience has never been more vital. But with so much competition out there, how do you stay relevant in your industry?
It’s an important question that’s haunted marketing departments for decades. And with traditional print campaigns arguably losing the impact they once had, turning to new strategies – such as augmented reality – has never been more popular.
But what is it that makes immersive technology a go-to tool for brands and customers alike? And what impact has it had on the all-important bottom line for up-and-coming and established businesses? Let’s take a look.
The attention challenge
As anyone who works in the marketing industry will know, nothing happens unless you get noticed. For that reason, it’s part and parcel for any campaign to come up with new and interesting ways to stop prospects in their tracks. Enter AR.
Now, you might be thinking it’s somewhat excessive to use AR as a marketing tool. But with attention spans continuing to recede year after year, global brands have turned to immersive technology to stay ahead of the competition.
But why is AR so effective as a marketing tool? Well, unlike your standard billboard or magazine advert, augmented reality offers an immersive and personalised experience to users.
In doing so, it captures attention and limits possible distractions from the outside world. Users are completely engaged with your product or service and feel as though they are part of the brand journey – all of which made possible through experiential marketing.
The benefits of AR in marketing
As the e-Commerce and retail industry evolves, more and more brands are utilizing the marketing power of augmented reality – and here’s why.
Improved engagement
As you’ll know, brands that make a fresh and interesting first impression have a far greater chance of being remembered. By adopting immersive technology, prospects are wowed by interactive content that creates a stronger connection with your products and services.
A recent example of a well-executed AR campaign was delivered by Uber in Zurich central station – offering passers-by a taster of immersive technology.
Increase rememberability
By whichever metric you choose, using AR to deliver a marketing campaign is a sure-fire way to get your brand remembered. That’s because, unlike standard marketing strategies, augmented reality offers an immersive platform where users can interact with your brand.
Instead of being passive observers, they become part of whatever journey you choose to design. They experience something completely new and, in doing so, will probably go on to market your brand through word of mouth.
Reduced marketing costs
Although it’s assumed AR costs a fortune, with every technological development, hardware and software is becoming more affordable and accessible for businesses across the world. What’s more, whether you’re swapping traditional media for immersive strategies or thinking about incorporating the two, by using AR, it’s far more likely you’ll see a return on your marketing budget.
Promote accessibility
Around 83% of the global population own a smartphone. That’s 6.6 billion people who already own the technology to access augmented reality. By 2027, that number is expected to grow to 7.7 billion and, no doubt, will continue to rise thereafter. For that reason, investing in augmented reality has never been more accessible. It means prospects can enjoy an immersive brand experience in an instant – and all from the comfort of their own home.
Educate customers
No one likes to be confused about a product or service, especially when it’s being sold to them. So to make things clearer throughout every stage of the buying process, augmented reality can be used to educate customers. It means brands can breakdown the features and benefits of their products into bite-sized nuggets of information, allowing customers to easily visualise how it could improve their life. Also, by taking the time to educate customers through augmented reality, you’re building a sense of trust which, according to Shopify, has seen an average conversion lift of 94%.
Examples of brands using AR for marketing
Amazon Salon – virtual hair and care styling
Launched in London early 2021, Amazon opened their first-ever salon where customers can experience augmented reality hair consultations. As part of the immersive experience, customers can point-and-learn at any new product or service to help them make a more informed buying decision about any treatment.
John Boumphrey, Amazon’s UK Country Manager, said, “We’ve designed this salon for customers to come and experience some of the best technology, hair care products and stylists in the industry. “We want this unique experience to bring us one step closer to customers, and it will be a place where we can collaborate with the industry and test new technologies”.
ASOS – ‘See My Fit’
As one of the first online cosmetics and clothing retails to invest in augmented reality, ASOS have made strides with the use of immersive technology to increase sales. In 2019, ASOS released Virtual Catwalk designed to help customers visualise 100 ASOS design products. And by 2020, the retailer had scaled-up their efforts with the launch of See My Fit – allowing online shoppers to digitally fit clothing onto models. In the past 18 months alone, the integration of augmented reality has culminated in ASOS revenue jumping by 24%.
Burberry – Olympia pop-up at Harrods
To celebrate the launch of the Olympia bag, Burberry released an immersive campaign at Harrods where customers scanned a QR code to watch an Elphis statue come to life. Lydia King, Harrods Fashion Director, said, “the exhibition window is an exciting space where brands can experiment and create a true spectacle, and that’s exactly what Burberry have with ‘The World of Olympia’. An iconic product paired with an equally iconic digital experience is a powerful combination I know our customers will love”.
IKEA Studio app
As an upgrade to the IKEA Place App, the Swedish furniture suppliers have now released immersive technology that captures entire 3D room plans.
It’s a newer form of augmented reality which uses iPhone LiDAR sensors to measure and map a room before accurately creating realistic furniture configurations to fit specific layouts.
The future of marketing
Gone are the days where immersive technology is merely viewed as a video game add-on. Instead, with more brands than ever realising its potential, augmented reality is fast becoming the go-to tool in the world of marketing. As the technology continues to develop at an astounding pace, new and exciting marketing opportunities will become available to brands who dare to try something different to the ordinary. After all, marketing is about standing out. And if there’s an immersive technology readily available to help you meet that goal, what are you waiting for?
