It was the summer of 2016, when a new smartphone game hit the markets paying tribute to the loyal Pokémon fans – within a few weeks, it was the most played game on this planet. With this response, while Niantic entered the millionaire club, Augmented Reality presumed a redefined persona over its existing counterparts. Needless to say, a myriad of companies started adding AR to their digital marketing inventory.
For people drawing similarities between AR and VR, here is a brief clarification. VR or Virtual Reality creates a sphere for its user to experience; AR merges virtual entities with real world objects for a super imposed experience.
The potential rise of Augmented Reality –
One may ask, are games the only application area of Augmented Reality? Well, under such circumstances, brand IKEA must presume centre stage. IKEA realised that the true cause behind customers returning their products was misfit, both physically as well as aesthetically.
By lacing their online catalogue with Augmented Reality, the company privileged customers to judge the potential look of a product in their house before ordering. This, in turn, saved unnecessary delivery expenses and proved to be a major leap in IKEA’s marketing stratergy.
Following similar footprints, Disney, LEGO, Nintendo and Crayola are also offering product based AR approach to escalate their CX.
Effect of Augmented Reality on digital marketing –
If you are still visualizing AR being restricted to offering escalated shopping experiences or real time interactions, then have a look at the following section:
1. Personalization:
Personalization delves in providing an omni channel experience for its customers. For instance, let’s consider the L’Oreal Makeup Genius app. Using this app, women will visualize their post make up look virtually aiding them to purchase the right products.
Courtesy to this advanced digital marketing approach from L’Oreal Makeup Genius, users will also be able to try out a dress virtually aiding in efficient decisions.
2. Real-time responses:
Augmented Reality aids in enhancing user experience standards by allowing ecommerce admins track their user’s feedback on a real time basis. By deploying AR, admins get to see –
- Product based dwell time
- Whether or not the product is shared
- Type of marketing channels on which the product is being shared
These analytics aid an expert to plan his marketing strategy through a systematic approach.
3. Gamification –
Often flash sales deem to be an effective way of heightening one’s customer base; introducing a game based marketing approach boosts up this process significantly. For instance, a recent product launch by a leading laptop brand allowed users to try out the product through Augmented Reality. Such personalization of experience fares well in attracting more eyes.
So, it can be concluded that AR or Augmented Reality has not only emerged to be an effective digital marketing tool, but is also striving to be the brand communication platform of the future. As of now, only time will tell, how this new tech will gel with existing insignias.
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