Augmented reality (AR) is emerging as one of the most effective electronic marketing tools in innovation and advertising campaigns. The 3D images that began being used in the construction of virtual landscapes, training rooms and driving learning with simulated booths, began to enter the advertising world of the Internet with good success although it is still not consolidated due to lack of experience in the use of its strengths.
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Because more than half of customers are using their smartphones to decide their purchases, the AR offers new and improved ways to retailers in their goal of building a relationship and attraction with them, on both sides, both within the business or shop as outside of them.
As an additional element to make the user experience more attractive, the AR provides data that allows to know what is being more attractive for its consumers, and to adapt its marketing efforts aligned with this.
The first examples of AR for many brands have proven to be successful, but there are still barriers to widespread adoption among consumers. So, do you have to take into account some basic aspects in the marketing campaign to prevent AR from collapsing like the other marketing technology trends that preceded it?
As any tool for its operation to be successful, it is necessary to take into account some tips and advice that allow you to get the best out of it. Some of these tips are the following:
1.- It must be relevant: For retailers and brands that include AR in their marketing strategy, it must be critical to know what is the relevant content for their customers and users.
The AR has the possibility of delivering videos and animations in 2D and 3D, in the environment in which the client develops, through images established on smartphones. As practical examples we mentioned two companies that determined their relevant content and used the RA as a marketing tool.
Condé Nast Traveler, has made an application for iPhone in which the traveler can see important places and places that surround the place where he is in AR, simply pointing his camera at different buildings in his environment.
Ben & Jerry also offers its customers and users an application on the AR-based iPhone with visually very elaborate information of its famous ice creams, allowing them various functionalities with the contents.
2.- Create an attractive content.
Professional studies show that consumers are more likely to buy a product after they have played. It has also been said that consumers imagine owning a product they have seen while making purchases online.
The AR marketing tool makes it possible for consumers to visualize and integrate with products like never before, but for this the brands must identify and create the right type of content to capture the attention of consumers. For example, if a company is selling products for home decoration, an application including interesting AR would be one that allows viewing the furniture item integrated into the user’s home.
Attractive content not only draws the attention of consumers and leads them to think about buying a product, but also leads to a greater affinity of the brand. If consumers spend more time with a brand, their attachment to the company is greater.
3.- Include a clear call to action.
Obviously, brands do not aim for consumers to simply browse, but they want consumers to buy, share and search. In every advertising campaign there is an ROI and this return measures these last actions.
Therefore, users must be able to see and do specific things with the RA, and the brands and their campaigns must give a clear call to action to respond to the objectives. As with traditional marketing campaigns, smart marketers know that success is achieved as long as consumers are compromised. A clear call to action within your AR campaign should not only get better results, but also help measure the success of the AR campaign.