Updated: Mar 16, 2020
Far from a passing trend, Augmented Reality is the next frontier of how audiences interact with your brand. Expectations are high around this exciting technology, but how do we use it to improve our marketing efforts?
Industry leaders like Google, Facebook and Apple are already integrating AR into our day-to-day lives. Latest versions of their hardware, such as the most recent iOS devices, include advancements to support Augmented Reality. Once you have the content in place, how do we best utilize it to capture the imagination and attention of your audience?
Here are 6 ways you can use Augmented Reality in your next marketing campaign.
If you sell any wearable products, such as accessories, make up or glasses then you are in luck! Companies like cosmetics giant, MAC, and glasses retailer, Clearly, have already implemented try-on functionality when you visit their respective websites. This allows the users to see themselves in a specific shade of make up or style of glasses through AR before even buying.
Facebook has just launch AR compatible ads that take advantage of this capability. In early tests of AR ads, WeMakeUp reported a 28% lift in purchases — with the average consumer spending 38 seconds interacting with AR ads, trying out different shades of lipstick — and saw a 53% higher click-through rate compared to non-AR video ads.
Experience AR with Clearly’s virtual try-on where you can see yourself in some new shades through your mobile browser.
Create a Custom Filter
Companies are looking to create a social moment that people want to share with their networks. Snapchat and Instagram have made AR filters a common part of our everyday lives and companies are putting their own unique spin on it.
With Apple’s recent release of Spark AR Studio, it has become more accessible than ever to create a unique experience between brands and their customers. Starbucks recently released a holiday themed filter for their to-go cups. Point the camera of an iOS device towards one of these four limited edition cups and watch it come to life with holiday cheer. Starbucks is making AR a playful experience for their customers, encouraging users to engage with their brand in an entirely different way, and providing them content to share on social media.
AR Marker/QR Code
While mobile device shopping is growing in popularity, the majority of online sales are still being purchased from a desktop computer. It is understood that AR technology can greatly increase sales, however the majority of purchasers are utilizing a device incapable of showing AR technology. To help bridge this gap, brands are displaying QR codes for their products. This allows users to simply point their phone camera towards the desktop screen, which scans the QR code and displays the product right in front of them. These codes can also be included on product packaging to show animated instructions or in person.
However, not all QR codes need to look like black and white boxes. Living Labels is a great example of a company that has separated itself in the very crowded wine industry by using QR code-like technology called an AR Marker. In Living Label’s case, their wine labels act as an AR marker, which feature various historical images. Once scanned with their app, the label is transformed from a static 2D image to a 3D visual experience that tells a story. Living Label’s use of QR codes allows their customers to engage with the brand and story in a way unlike any other wine company.
Video Format AR
With the ever-growing need of fresh content, AR can be your secret weapon. Gone are the days of still images. If you want to show a customer a product, allow them to see it in AR video. Or better yet, create your own branded video of it, so you can show your product off in the way you want it to be seen. Take a speaker for example. Digitalizing the speaker in AR could let the user see it in their own space. But creating an AR video of the speaker would allow you to zoom in and out on the details of the knobs or the luxury polished wood, while you rotate around the entire object.
It won’t be long before AR becomes part of our everyday shopping experience. It’s not a matter of if a vendor will use AR to show their products, it’s when. The more realistic a user’s experience with a brands product, the more they will be want to get their hands on it. Our suggestion is to have a link to your product page with the experience embedded so they can give it a try for themselves.
Create Your Own Branded AR App
Big name brands such as Home Depot, Houzz and Ikea have invested in creating their own AR customized apps. Currently, this is the go-to way to get customers to engage with products in AR.
You can check out Ikea’s app at the 2:23 mark in the video below, along with some other interesting AR Marketing experiences that have been implemented in 2019.
However, it should be noted that nearly 21% of consumers abandon newly downloaded apps after just one use and 77% never use it again a few days after installing the app according to localytics.com.
If your company has the funds and name recognition to invest in your own app this is still a feasible option, however most companies would be better off incorporating AR through a frictionless experience by including AR content into their website. The customer should feel like the 3D experience is a fantastic added feature that was available at their fingertips and not way outside the norm of their typical shopping experience; which brings us to our next tip…
Embed AR into the Online Shopping Experience
According to Statica.com mobile users are expected to make up almost 75% of total e-commerce sales in 2021. Historically, mobile visitors have had a lower conversion rate compared to desktop users. Improving on your conversion rate through mobile is absolutely key to make the most out of the efforts in getting the customers attention in the first place.
Companies like Gilson and Biolite are some of the few brands that have jumped on the AR train. What sets these companies apart from other large companies entering the space is that hey have decided to not make their own custom application. Instead, the AR component is built seamlessly into mobile shopping experience. By selecting the icon below, they can instantly see the product and be that much more confident that this is the right purchase for them.
If you are looking for a hand to create your content, we are here to help! Our goal is to integrate AR capability in your existing campaigns in a seamless way. Our team at Vew will give you all the information you need to integrate the AR content into your current website. With the latest ARKit tools released by apple you can include animations, exploding views, instruction manuals, triggers to the viewer’s movements and audio. You can have a full commercial or instructions for your product in an AR environment! This means that AR is not just a one-off project, but could become an ever-changing source of compelling content that evolves with your users over time.