If you think about it, online marketing is all about customer experience. Whether you are publishing an informative blog post, sharing a touching video, or offering a select group of customers access to white paper full of ‘insider’ information, the goal is the same. Provide your target audience with information, entertainment, or assistance. More importantly, do it in a way that makes them remember your brand. In other words, it’s all about great experiences. What better way to deliver those experiences than using immersive technologies such as augmented reality.
Now more than ever, customers are demanding personalized, meaningful experience. So, let’s explore ways to deliver those experiences using AR technology.
Why is AR Important?
More than 80 million people use AR technology at least once a month. Those numbers are based on the United States alone. Further, 88% of mid sized companies are using AR in some way. Finally, perhaps most importantly, augmented reality technology attracts Millennials and Zoomers. The first being the largest consumer group in terms of spending power. The latter, quickly emerging as a consumer base of note as well. Clearly this is an attractive technology.
When it comes to e-commerce in particular, competition is steep. Successful companies must work hard to capture the attention of their audience. Here are some ways in which you can accomplish this using AR.
Incorporate augmented reality into storytelling
How do you keep audiences engaged as attention spans become shorter, and the demand for more interesting content increases. Very few customers are willing to sit through a 30 second long advertisement. Millennials and Zoomer's want interactivity, and high-end experiences.
You already know that storytelling is a great engagement tool. Customers want to know about your brand, your values, and your history. They also want to understand your products inside and out.
Now, imagine incorporating augmented reality into your storytelling. You can use AR to create immersive, even playful experiences for your target audience. Most importantly you can make your storytelling even more engaging.
Practical applications for AR in marketing
We've covered that augmented reality is great for customer engagement, and user experience. Still, you might be wondering how this technology could be applied in your own marketing efforts. For a bit of inspiration, check out these examples of augmented reality in action.
Let customers preview items in their own homes
Preview placement is an augmented reality technology that allows customers to see items such as furniture and home decor as it would appear in their own homes Or any other physical space. With this technology customers can make purchasing decisions more confidently, because they will know exactly how something looks.
One really cool thing about this technology is that it creates an experience that customers can't even get in a brick-and-mortar store. They simply use an augmented reality app where they can move and rotate an item within a space using the camera on their phone.
Customers can try on shoes clothing and makeup
When combined with Technologies such as facial recognition software, and 3D imaging, augmented reality can be used to create immersive experiences for customers. The result is something similar to being right in the dressing room. These Solutions allow customers to virtually try on jewelry, makeup, clothing, and more.
All customers have to do is download and install an app. Then, they can try on different items, switch out colors, even mix and match products. This technology can even be used to share pics and send them to others for feedback.
Not only does this technology help Customers see how things look, it can also help them find the best possible fit. One example of this is Nike's try-on shoe app. Using augmented reality, this app helps Shoppers find the ideal shoe size without having to go to a store for a measurement. The app can determine the size, shape and other features of each foot, then return a personalized size recommendation.
Create a Brick And Mortar Experience
As popular as online shopping is, there will always be customers who prefer an in store shopping experience. One reason for this is that they are simply used to the way that products are displayed in an organized manner on shelves in aisles.
With augmented reality, brands can create online shopping experiences that closely resemble shopping in a real store. Customers can use a mobile app to populate shelves with an assortment of products. These shelves can then be projected through the shopper’s phone onto any wall. Then, each product can be examined further by pointing and clicking.
The Sky’s The Limit
These are just a few applications of AR as part of a robust, e-commerce marketing experience. If you’re interested in exploring this technology for use in your online marketing efforts, talk to us. We’ll work with you to create a strategy that works, then build the team to help you implement it.