Nowadays, there are many tools that, a few years ago, were only possible in the field of science fiction. Artificial intelligence, augmented reality, and mega machines, among others, are just a few examples of how far the world has come. But did you know that all these technologies apply to marketing strategies with the help of a digital marketing agency?
In this blog post, we want to share with you more about this kind of innovation, especially about the role of augmented reality in the marketing world, how it works, its benefits, and how to use AR in marketing to optimize your digital campaigns. If you want to know more about it, read us!
First, what is Augmented Reality Marketing?
Augmented Reality (AR) marketing is a marketing strategy that utilizes AR technology to create interactive and engaging experiences for customers. By overlaying virtual objects in the real world, AR marketing allows customers to interact with products or services in ways that previously were impossible. This technology has the potential to revolutionize the way businesses market their products and engage with consumers.
The main difference between AR and VR (Virtual Reality) in marketing is the level of immersion and interaction. AR allows customers to interact with virtual objects overlaid in the real world, while VR provides an immersive experience where customers can experience a completely virtual environment. Both technologies have unique advantages and disadvantages, and businesses can choose which one to use depending on their marketing goals and target audience.
What are the different types of AR that exist? Understand AR technology and its applications.
AR technology has evolved and diversified over the years. Therefore, there are several types of Augmented Reality, with different applications and technologies. Here are some of the categories of AR that exist:
- Marker-based AR: this particular category of AR, commonly referred to as image recognition AR, utilizes predefined markers or images to trigger the overlaying of digital content. When the camera detects a specific marker, it superimposes virtual elements on top of it. This is commonly seen in AR apps and games that require the user to scan a specific image or object.
- Markerless AR: this type of AR doesn't rely on markers or predefined images. Instead, it uses real-time data from the environment to detect and track objects or surfaces. Markerless AR utilizes techniques like simultaneous localization and mapping (SLAM) to understand the physical space and position virtual content accordingly. This allows virtual objects to be placed in the real world without the need for markers.
- Projection-based AR: in this type of AR, digital content is projected onto physical surfaces in the real world. Special projectors or devices are used to project images or videos onto objects such as walls, floors, or buildings, creating the illusion of augmented reality. Projection-based AR is often used for interactive installations, advertising, and artistic purposes.
- Superimposition-based AR: this type of AR involves replacing or superimposing specific parts of the real-world environment with virtual objects. It relies on computer vision techniques to identify and track the targeted area for augmentation. Superimposition-based AR is commonly used in applications like virtual try-on for fashion, virtual furniture placement, and virtual makeup.
- Outlining-based AR: in this type of AR, virtual content is used to outline or highlight objects or elements in the real world. It can be useful for providing instructions, guiding users, or emphasizing specific details. Outlining-based AR is frequently used in industrial applications, architectural visualization, and educational tools.
- Projection-Mapping: this type of AR combines projection technology with physical objects to create immersive experiences. By precisely mapping the projected content to the contours and surfaces of real objects, it can transform static objects into dynamic and interactive displays. Projection mapping is commonly used in events, performances, and advertising to create stunning visual effects.
- Wearable AR: this category includes AR experiences delivered through wearable devices such as smart glasses, headsets, or helmets. Wearable AR offers users a truly immersive and hands-free experience by overlaying digital information directly onto their field of view. Examples of wearable AR devices include Microsoft HoloLens, Magic Leap One, and Google Glass.
Benefits of Augmented Reality in Marketing
If you are planning to reach out to a content marketing agency to use some innovative technologies for your campaigns, you should know that Augmented Reality (AR) offers numerous benefits for marketing strategies. Here are some of the key advantages of integrating AR into marketing campaigns:
- Enhanced Customer Engagement: AR provides a highly interactive and immersive experience, capturing the attention and engagement of consumers. By offering a unique and memorable way to interact with products or brands, AR can create a deeper connection and increase customer engagement.
- Improved Product Visualization: this tech allows customers to visualize and experience products in a virtual environment. Whether it's trying on virtual clothing, placing virtual furniture in their homes, or previewing how a product will look in real life, AR enhances the product visualization process. Facilitating informed purchasing decisions aids customers in reducing the likelihood of returns or dissatisfaction.
- Increased Customer Confidence: by allowing customers to see how products will fit or look in their environments, AR helps build confidence in their purchase decisions. It bridges the gap between online and offline shopping experiences, providing a more accurate representation of products and reducing uncertainty.
- Interactive Product Experiences: AR enables brands to create interactive and entertaining experiences around their products. This can include gamified elements, interactive storytelling, or virtual try-on features. Such experiences not only entertain customers, but also increase brand recall and create a positive association with the brand.
- Data Collection and Analytics: AR campaigns can collect valuable data on customer interactions, preferences, and behavior. This data can be used to refine marketing strategies, improve product offerings, and gain insights into customer preferences and trends.
As you can see, the reach of this type of technology is incredible and can have a positive influence on your campaigns if it is used correctly. It is key to keep in mind that although this is still a developing technology, which has a long way to go before it can be fully implemented, there are already many tools available that allow users to have immersive experiences.
In Paxzu we are a content agency that is always one step ahead and is interested in researching new technological innovations that come to market. For that reason, if you want to contact a professional who can help you achieve your goals in an efficient, creative, updated, and unique way, we are the help you need, contact us!