Development of AR in Digital Marketing
What is AR ?
Augmented Reality enhances how a user would see the real world with the help of digital overlays in the form of videos, text or images.
When a user scans an AR trigger with the help of his device, the AR app searches for overlays in the form of videos, text or images to be displayed on top of the view from the camera.
Potential uses of AR
Augmented reality is a great way for customers to view additional information about products.
Digital Marketers can use AR to give brands an opportunity to provide their customers with a true-to-life experience with their products. IKEA blended AR in their campaign beautifully where the customers could visualise how the furniture pieces from the catalogue would actually look in their own houses.
AR and Digital Packaging
By using Augmented Reality digital marketers can achieve a very high engagement rate for brands. AR basically bridges the gap between expectations and reality for consumers as they can have a visual representation of what they are buying.
There is a difference between Augmented Reality and Virtual Reality!
Augmented Reality, an emerging trend in the field of marketing, enhances real life experiences by putting forward virtual information. In contrast, virtual reality has a slightly different agenda. VR allows users to inhabit or create a virtual surrounding altogether, usually rendered by computers. With the help of virtual reality apps, users can be plunged into an animated scene or location that has previously been photographed or embedded in such apps.
No doubt virtual reality has paved its way into the digital era, AR has been the talk in the market. Coming along with a lot of perks, augmented reality has now paved its way into the healthcare sectors as well. Consumers are beginning to attain the tangible benefits of Augmented reality. Adding on, AR is more than just a marketing tool now. If we talk about understanding Augmented reality from a more technical perspective, it would be through apps. Apps pertaining the incredible specifications of AR, enable users to see highly detailed images when targeted over a specific area. Not to mention, 3D images of different body systems can easily be viewed when hovered over a target image/area via mobile device.
Why AR in marketing strategies ?
The employment of Augmented Reality in marketing has been growing. AR has proven to be much more than just entertainment.
- AR helps in better marketing as it allows better convenience, speed, and a longer brand impression on consumers. Retaining audiences and converting them into consumers are better achieved by AR than just physical and digital mediums. AR is more than some of its parts.
- AR allows consumers to engage, retain and encourage them to generate conversations around the product. At present, marketing has dropped down to the personalization of the campaign. It caters to every individual person’s needs and expectations.
- AR ensures that unique experience and helps brands stand out from the overcrowded marketing techniques. They help in making the buying process easier and give an in-hand experience, than mere catalogs of products and online reviews. A survey found 71% of consumers in favor of buying a product that used an AR campaign.
- Lenskart’s AR campaign has helped them grow exponentially in the past years. As AR clears doubts and apprehensions regarding the product at the comfort of their homes. The instructions and features are clearer. Moreover, they motivate people to come back to the pages more than once.
Unlocking the power of Augmented Reality
AR has been growing in its popularity. AR marketing helps in making the campaigns more intimate and informative. The main advantage of having an AR-based campaign is the ease at which information could be sent across and understood by the consumer. The simplicity helps in higher retention by the consumer.
The field of AR is huge and is applicable across mediums. Moreover, the accessibility of the campaign becomes higher as it could be simply accessed with someone’s mobile than buying ad space on TVCs.
AR offers a personalized experience that makes sales proposals easier without much effort. Virtually being able to try, use, and visit their chosen product/service makes online purchasing more reliable. AR offers the comfort of digital buying and the experience of physical presence.
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