How Does Augmented Reality Impacts the Digital Marketing Industry?
Since its inception, augmented reality (AR) has been a cutting-edge technology for advertising. This has been a welcome change for digital marketing content creators. Arguably, companies have seen a lower return on investment for their advertisement campaigns. Few people are willing to patiently sit through commercials during their favorite T.V. program or while watching the latest viral video on YouTube. Even catchy, fun and entertaining ads go unseen thanks to ad-blockers. Enter augmented reality, a new tool for the digital marketing industry to tap into new creative content that will have viewers resist the urge to tap on the “Press to Skip” button. Thanks to AR, digital marketers are making shopping decisions easier and the buying process more enjoyable.
How Augmented Reality Boosts Marketing Campaigns
1) Augmented reality improves the shopping experience.
Companies like IKEA, Coca-Cola and many others are working to help improve the shopping experience using augmented reality. Wayfair, a furniture company, recently developed an app for Android that allows customers to visualize how items like lamps, chairs, and tables look inside of their homes. Customers can easily see how certain colors, patterns, and textures look in their home. Visualizing an object and seeing how it fits in with our home helps us make better home interior decisions. This feature would delight anyone who is looking for a way to spruce up their home, but especially those that can’t afford to take an hour to visit a furniture store. According to Forbes magazine, approximately 15% of the furniture industry sales are online. For the companies that are investing in e-commerce, this could be a huge opportunity to enhance the way they market to their target audience.
2) Augmented reality enables you to try before you buy.
Now with augmented reality, you can try a product before you buy—at least when it comes to appearances. Cosmetic company L’Oréal has teamed up with ModiFace to make augmented reality technology the “heart” of their digital services. The beauty company is working on a software that will allow customers to explore new products and try the look of different brands. Customers will be able to see how a beauty produce—say, skin care—looks on their face. Sephora, MAC, Covergirl, and Benefit are also jumping on board to implement AR technology in their stores, apps, and websites.
3) Communicates the value with augmented reality.
Amidst fierce advertisement competition, brands find it hard to make their voice heard. Prospective customers need to be aware of a brand and trust its value before they’ll even consider buying. Using a augmented reality app, brands can communicate new features of their products in a fun and interactive way. Products displayed in an honest, no-nonsense format is likely to help develop trust between the customer and the brand. The process of discovery is entertaining, and being able to explore the product interactively may make the consumer feel more empowered to make a well-informed purchase decision.
Undoubtedly, augmented reality increases sales, build brand trust, and develop customer loyalty. From a customer point of view, virtually testing the products makes the customers more inclined toward that product or brand because they feel like they know it better.
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