Augmented reality (AR) is one of the latest tools being used by marketing departments in a variety of industries. AR allows users to superimpose computer-generated images on top of real-world objects, providing an interactive experience that can be very useful for marketing purposes.
For example, imagine you are looking at a television in a store. With AR, you could point your smartphone at the television and see how that model would look in your living room. Or, if you are considering buying a new car, AR could allow you to see what that car would look like with different paint jobs or wheel rims. The possibilities are endless, and businesses are just beginning to scratch the surface of what AR can do for marketing purposes.
How effective is AR marketing?
One study found that 78% of respondents had a positive reaction to AR advertising, while another study found that 50% of consumers said they would be more likely to buy from a brand that used AR. It's clear that there is interest in this type of marketing, but it's still early days yet; asAR technology becomes more widespread and easier to use, we will likely see even more brands experiment with it.
What are some examples of companies using AR?
IKEA was one of the first companies to experiment with AR technology, releasing an app in 2013 that allowed users to superimpose furniture onto real-world rooms. Since then, hundreds of other brands have followed suit; cosmetics companies such as Sephora and L'Oreal allow customers to test out products virtually before making a purchase, while Michael Kors has released an app that allows users to try on virtual sunglasses.
What challenges does AR marketing face?
AR marketing faces many of the same challenges as other forms of digital marketing; namely, data privacy concerns and ad blockers. In addition, many consumers do not yet have access to the hardware needed to use AR applications (namely, smartphones with AR capabilities). As these challenges are addressed and resolved, we will likely see even more widespread adoption of AR marketing.
AR provides marketers with a whole new toolkit to work with, and the potential applications are endless. While there are still some kinks to be ironed out—such as data privacy concerns and lack of access to hardware—it's clear that augmented reality is here to stay. We can expect to see even more experimentation with this cutting-edge technology in the years to come.