November 2018: This is an exciting time to be in marketing. New and developing technologies are adding to the mix by the minute. Augmented reality adds a layer of visuals and audio over the real world experience. Compared to virtual reality, AR changes your reality but it doesn't immerse you in a different world. Augmented reality is weaving its way into the marketing strategy of today. Big businesses and global brands are leading the way when it comes to AR & marketing.
1. What To Consider Before Adding AR: As with any other element you decide to add to the mix of your marketing strategy, don’t add AR simply for the sake of it. Because everyone else is doing it is not enough of a reason to justify it. Your first step is to establish whether augmented is going to work for your brand and business. Invest in user testing which is vital to the success of any AR based marketing campaign to ensure that the user experience is optimal making it worth the return. Getting your target audience excited from the start is the key to success. Keep up with developments in the augmented reality realm in order to stay ahead of the curve.
2. Content Marketing: It is wise to approach your AR campaign as if you are adding an additional layer to your content marketing strategy. It can not work in isolation. It allows your audience to engage with your content and the AR technology. By empowering your users to customise content, update their experience, share, and interact across platforms. AR content could be the solution for a challenges faced by industries related to selling furniture, makeup and clothing online. Focus on the fun, accessibility and visualization aspects within your AR content.
3. Advertising: This strategy in content and messaging doesn’t have to uniquely apply to your website. You can incorporate the “try before you buy” approach into advertising campaigns. Think about taking gamification in advertising. Enhance interaction and immersion using augmented reality. Give the user more control of what direction your advertising will take them without losing the ability to get your message across. Make the user feel empowered and less sold to.
4. App Development: If your budget and technology talent can accommodate it, the next step in leveraging AR within your company is developing your own apps that allow your audience to interact with your brand more directly. Using this strategy, some brands have already found that they can convince users that their app provides superior interaction features over existing social media platforms. As a result, others have joined users on these apps and created a social-media based community around that brand. Encourage users to share their augmented reality experiences in terms of how they are using the app and what it can do for them.