Augmented reality was once a dream, and now it evolved unimaginably.
Fast forward to the present day, AR is now being used by many brands and businesses. Customers can wear a limited-edition watch, try on a new lipstick shade, and fit a couch into their living room all without going to the brick-and-mortar store.
The goal is to have customers immerse themselves in engaging and creative experiences, ultimately aiding in their purchase decisions.
With your smartphone, tablet, or even futuristic AR glasses (like Meta’s Orion), you can interact with a reality that’s enhanced with images, sounds, and other interactive elements. Make no mistake, though, and know that Virtual Reality (VR) is different from Augmented Reality (AR). In VR, a whole new world is created, while in AR it adds digital elements to the one we already have.
From retail, beauty, healthcare, and entertainment, to education, AR has captured the imagination of industries globally. The benefits of using augmented reality in marketing are downright undeniable. Check out the reasons why AR is the ultimate engagement tool:
AR wants you to be part of the play
AR doesn’t just want you to look at things passively. It wants you to actually interact with it. You can place virtual furniture in your living room or try on a pair of sunglasses—this experience creates a memory. And memories? They stick. The increased brand recall with AR is long-lasting.
IKEA is the best example of adopting this tech. Their AR-integrated app allows you to virtually set up a sofa in your favourite corner with just one tap. Very convenient!
The power of personalisation
AR gives you an experience exclusively tailored just for you. Say, for example, beauty brands like Sephora use a “Try on” feature so you can see if a make-up shade looks good on you before you even purchase it.
Made for sharing
AR allows users to create, share, and spread the word through filters, lenses, and effects. You can develop such features for your customers to use. And when they use it, it will help spread brand awareness like word-of-mouth does.
Storytelling reimagined
Every brand has a story to tell, but AR transforms the way you convey it to your audience.
National Geographic has done a great job at creating a stellar narrative through AR as evidenced by the Into the Amazon project.
How brands are using augmented reality to bridge the gap between in-store and online shopping
- Nike uses AR-powered shoe sizing tools
- Lenskart uses virtual eyewear fittings
- Coca-Cola in Coachella had festival-goers watch the brand story come alive through larger-than-life visuals
- Pokémon Go created a platform for people to find virtual creatures
- In education, AR brings abstract, complex concepts to life so students can have a better view of a specific subject. An example is anatomy lessons where organs float in 3D or other health-related campaigns that make learning interactive
Integrating AR tech into your business means enhancing brand engagement as well as changing the digital landscape in general. There are many augmented reality trends in marketing that you can take inspiration from.
For brands ready to stand out, AR offers the ultimate stage. It’s your chance to turn the ordinary into extraordinary, to make customers say, “Wow,” and to leave a lasting impression.
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