Boost Engagement and Conversions: AR/VR Strategies for Marketers
Augmented Reality and Virtual Reality have become rampant in mobile application development services digital marketing. Brand managers are realizing the endless benefits of these technologies and are leveraging them to reshape their marketing strategies.
Companies around the world are adopting AR and VR for different purposes, such as developing new products, training their employees, and even trying different business approaches to boost their brands. Both have shown impeccable results in improving operations and overall efficiency of businesses and that is why they are highly sought after for marketing applications.
In fact, Virtual Reality and Augmented Reality have a multitude of applications and potential use cases in the marketing world of the future.
But how exactly are they different?
Virtual reality uses 3D technology to immerse its users in a virtual world that emulates the real world. Augmented reality overlays information such as sensory elements, sounds, and visuals to stimulate a virtual environment similar to the real world.
Its goal is to improve the user's perception of the real world using devices such as glasses or smartphones. Augmented reality also comes in different forms, as discussed below.
Types of AR
Marketers have four different types of augmented reality they can employ in their marketing efforts.
Marker-Based vs Markerless AR
For marker-based AR to work, a marker or user-defined image must be present. Examples of these markers would include 3D objects, 2D images, or QR codes. A form of software is used to scan these markers in order to present AR digital content in the camera feed.
This is rarely used compared to its counterpart, markerless augmented reality, which is otherwise not as limiting. Using this type of technology, virtually enlarged objects can be projected to real-life scale. They are commonly used because they give the user freedom of placement. For example, the creators of the game Pokémon Go used this form of augmented reality technology.
Overlay-based AR vs. projection-based AR
With overlay-based AR, a new virtual image of the projected object is generated to replace it fully or partially. This results in the dependence on an initial object in the real world for the AR technology to work. For example, a parking assistance system relies on the limits of the parking space to be able to offer you a similar presentation.
Projection-based technology is also known as spatial AR and presents augmented reality objects in a stationary context. When light is projected onto a surface or space within a specific proximity, the AR element is activated. A good example of this type of AR is a hologram.
The role of AR/VR in marketing: how can it help your business grow?
Elements of AR and VR have been used to enhance traditional technology that affects customer behavior. Its potential to improve brand experiences is remarkable and companies are taking advantage of it to increase engagement, elevate customer interactions with products and improve their marketing strategy.
However, how does using virtual and augmented reality help your business?
Personalized brand experiences
Augmented and virtual reality provide a number of benefits to marketers looking to promote themselves by offering unique product encounters to their customers. This type of technology has redefined experiential marketing by providing value to customers while helping brands increase their conversion rates.
Companies can personalize delivery to positively impact their customers' behavioral response. With the synergy that AR provides with other technologies, business owners can collect valuable data from individual customers to help personalize future interactions.
Greater commitments
Interactive AR technologies present countless ways in which customers can purchase, view, or experience different products. This creates an emotional connection that leads to more engagement.
Brands incorporate smart ways to convey their message to customers. They can emphasize their delivery and increase content consumption across all channels, whether social media or online shopping. Because users feel more emotionally connected to AR elements, brands can effectively reach their target audiences and increase the quality of their interactions.
Increase brand awareness and loyalty
Users who engage with immersive experiences that are fun are more likely to want to associate with that brand than one that uses only archaic marketing strategies. Today brands are more focused on satisfying their customers' experiences and AR is one way to do it.
There is better brand attitude and product awareness with products marketed using AR technology. It provides high sensory immersion that encourages users to talk about the product with other people. As a result, this helps spread the word about your brand and what you have to offer.
Shoppers are also likely to purchase again because of the great first-time experience they get once they interact with your brand. This increases brand loyalty and keeps you ahead of the competition.
Higher retention rates
Customer retention rates will undoubtedly increase with augmented reality marketing. It adds an interesting advantage to your efforts and promotes after-sales services. First-time customer experiences can make or break the results of your entire marketing campaign. Determine whether customers will stick with your brand for more similar or even better experiences in the future.
Through AR, customers can interact with your products, similar to how they would when they actually receive them. This increases confidence in your products without your consumers feeling ripped off because they didn't get exactly what they thought they would.
Optionally, if your goal is to retain your potential customers for a while, AR makes this possible by offering both dynamic and interactive products. This creates time for the brand owner to monetize these opportunities while advertising and retaining their customers.
Your application on social networks
AR/VR has also played an integral role in social media marketing. Brands can create memorable content to help increase awareness. Apart from creating engaging content, it can also help increase visibility and reach on different social platforms.
Tips for using AR/VR in marketing
If you decide to use Virtual and Augmented Reality for your marketing campaigns, here are some tips to follow;
Simplicity is key . You're introducing a new form of technology into your campaigns, the last thing you want is for your customers to have a hard time understanding it. Make it as simple and easy to use as possible.
One step at a time . This is a new strategy and not sure how it will work. Before launching your big campaign, start small so you can test it first.
Proper guidance . A great augmented reality marketing strategy would be fruitless if it does not target the right audience. Research your target audience, like any other campaign, before launching it.
Take advantage of social media channels . Don't leave social media aside, use these platforms to market your campaign.
Measure the results . To understand how effective your marketing campaign is, measure the results to get an idea of what to change for better performance in the future.
Adding virtual and augmented reality technology to your marketing campaigns can completely change your game. AR/VR can be used to personalize unforgettable experiences for customers and prompt them to do what the campaign needs, whether that's buy or tell others about your brand. With the huge potential that virtual and augmented reality represents, marketers can use it to increase conversion rates.
Frequent questions
1. Will it be expensive to incorporate Augmented Reality into my marketing strategy?
This is determined by the type of product or experience you want to create with AR for your customers.
2. How will I measure the success of my AR/VR marketing strategy?
Before starting your AR/VR marketing campaign, set your KPIs and these will help you measure the success of your campaign. Has customer engagement increased? How many potential customers have become paying customers throughout the campaign? Have they achieved their goals? Those are some of the questions that need to be answered.
3. Can I use AR/VR for social media marketing?
Of course! From AR glasses to branded filters and everything in between, there are many ways to use augmented reality for social media marketing. An example of a company that has used AR/VR for social media is Netflix, which had success promoting the show Stranger Things on Snapchat.
4. What are some of the challenges of AR/VR marketing?
Some of the common challenges of using augmented reality for marketing could include technical difficulties, adoption, cost, and user experience.
5. Are augmented reality and virtual reality more effective than traditional marketing?
The use of AR/VR has proven to be very effective for marketing compared to other traditional marketing strategies. Create enjoyable customer experiences and evoke positive emotions that result in better interactions, whether purchasing, sharing content, or even repurchasing your product.