Augmented reality (AR) is a technology that holds the potential to revolutionize the world of digital marketing. It involves using computer-generated images to enhance the real world, presenting new opportunities for influencing consumer behavior and advertising strategies.
What is AR?
AR is the practice of integrating computer-generated images into the real world. This concept, though seemingly futuristic, has been in existence for a while. Early examples include displays in fighter jets that provided pilots with crucial information during flight. More recently, projects like Google Glass have explored the integration of AR into everyday life.
What’s the Difference between AR and Virtual Reality (VR)?
AR and virtual reality (VR) are distinct technologies. AR overlays computer-generated images onto the user’s real-world experience. In contrast, VR immerses the user in a completely virtual environment, typically requiring special glasses to block out the physical world.
How to Use AR for Digital Marketing
Major tech companies like Google, Apple, and Microsoft are beginning to explore the potential of AR in marketing. Notable early adopters include Coca-Cola, which used AR for a Chinese New Year campaign, and Estee Lauder, which launched an AR campaign on Facebook Messenger.
Predictions indicate that the AR industry will see significant growth, with a projected one billion users by 2020. As a relatively untapped market, the potential for AR in digital marketing is substantial, especially given the widespread use of smartphones.
Advantages of AR Marketing
AR presents a wide scope for creativity, allowing companies to create memorable and engaging marketing experiences. It can facilitate greater interaction between consumers and brands, fostering more meaningful relationships and potentially leading to increased sales.
Furthermore, AR empowers customers to interact with products before making a purchase, enhancing their confidence and decision-making. This blend of entertainment and practicality offers a new level of engagement in digital marketing campaigns.
Catching Up With Technology
While some companies have begun leveraging AR, there is still a gap between vision and implementation. The true potential lies in seamlessly integrating AR experiences into everyday situations, such as providing enhanced information and interactivity through smartphone cameras.
Examples of AR Marketing Campaigns
Several companies have utilized AR to bring products closer to customers, offering interactive and immersive experiences. Notable examples include BMW’s i Visualizer app, IKEA Place, and Asian Paints Visualizer. These applications enable users to virtually interact with products and make more informed purchasing decisions.
Abandoning the Laptop
AR marketing largely relies on mobile devices, leveraging their portability and camera capabilities. The future of digital marketing is intertwined with mobile technology, and AR is poised to play a pivotal role in reshaping consumer experiences and interactions with brands.
With the potential to revolutionize the way businesses engage with customers, AR represents a powerful tool in modern digital marketing strategies.
