We live in a day and age where everything we do is digital. We have smartphone technology which allows us to easily connect with our loved ones and have a cheerful conversation. Whether it’s booking a ride back home, booking movie tickets, booking a hotel room for vacations, ordering food on delivery, setting our gym schedule, or just about anything we want, we can do it with a few mobile taps. Isn’t that exceptionally wonderful? But that’s just not where the digital landscape has drawn the line. In fact, with the advent of virtual reality and augmented reality, things have dramatically transformed especially in the digital marketing landscape. Are you wondering how digital marketing is breaking new grounds by leveraging the power of AR? Before we get into the details, let’s learn a bit about what augmented reality is and how it all works.
What is Augmented Reality?
Here’s a process of using computer-generated objects and then overlapping them with the real environment on a mobile screen. Today, we have several apps that allow us to interlace virtual objects in real-time on a smartphone mobile screen. It’s not a fairly new concept as it has been around for quite some time. But its real impact in the world of digital marketing has just become imminent.
One of the best examples which I can quote from an article I read published by a digital marketing agency on Augmented Reality was that of the IKEA app. The IKEA allows you to overlap virtual imagery of its furniture anywhere at your home or office location. By creating such an app, IKEA has been successful in giving its customers an immersive experience.
And that’s just one of the ways how digital marketing complements AR.
Here are some other ways digital marketing is breaking new grounds in the world of AR.
Introducing Augmented Brand Materials
Augmented Reality is now taking brand materials to a whole new level. Gone are the days when traditional business cards and business brochures were a thing. We have now grown ourselves into a new landscape of the digital era. Businesses have successfully added different virtual components to their business cards and brochures. Users are now able to do a simple scan of printed material on their smartphones and a tiny bar code on the card or brochure allows them to view the printed material in an Augmented Reality format. Every printed material done by the brand has a wide range of features which gives them excessive information and multiple other ways to interact with the brand.
Such material is usually a by-product of the innovative brainstorming done by the creators where they inject different dynamic virtual elements within the text of the business card or brochure they’re using.
Augmented Reality Tourism & Assistance
Brands are now getting leverage on creating digital components and placing them atop their physical locations. It allows customers to do a simple scan of different products using a mobile app and learn additional information. In fact, some of the brands also provide custom-tailored digital experiences so people can feel what the product/brand is all about. One of the best examples that I can give here is that of the StubHub who created a specific augmented reality app. It allowed users to take a 3D view of the stadium where the Super Bowl takes place. By visualizing the whole ground in a virtual format, users were able to decide which of the seats were the best option available to watch the Super Bowl.
Similarly, there are other brands such as Starbucks that created an augmented reality app to virtualize the entire coffee shop experience for their visitors. Just take out your phone and immerse yourself in the store.
Pulling the Humor Stunt to Create Awareness
Brands are also utilizing Augmented Reality to create awareness about their businesses. For example, Uber made use of the humor element by introducing an amazing AR experience for its users in Zurich.
Uber held a campaign in Zurich creating AR experience for their riders and a simple marketing stunt became the reason for more than a million YouTube views on the Internet. They placed a glass mirror screen on different bus-stops where when users waited for their Uber ride to arrive had a fun-filled experience. Take a look at how the campaign became quite the experience for uber rides and people.
Such strategies lead brands and businesses to earn a fortune of dollars.
This initiative can work amazingly for brands that are operating in a competitive market.
AR Enhanced Sampling
AR has made some significant progress in the clothing and makeup industries. In these industries, brands are leveraging Augmented Reality to show customers to see how they would look and feel wearing one of the clothing, accessory or makeup material, all in a virtual environment.
Some of the brands such as Modiface allow users to see themselves wearing the latest products from Sephora. Customers can apply Sephora eye-shades virtually and take a look at themselves in the mirror, without actually applying the makeup. It means no more wiping your face off multiple times.
Another scenario where gentlemen can make the best use of AR technology is trying on new clothes. With the AR, you don’t have to take a trip to the changing room and try out new apparel. But instead, you can easily try multiple pairs of pants and shirts to see which of them looks nice on you.
AR is transforming how we used to do marketing. It is introducing new methodologies and interesting tactics to convert customers. It has laid its siege long before we acknowledged the technology as augmented. Now, it is just a matter of time how it is going to transform the perception of individuals.