Over the course of the last 12 to 18 months, the rapid pace of development in augmented reality technology has opened doors in a wide range of industries. Many marketers have been quick to react and the most forward thinking are already finding unique and creative ways to integrate AR into their digital marketing strategies.
The world is becoming increasingly digitalised and the current economic climate means that companies can’t hope to be successful if they don’t maintain a healthy online presence and develop new ways to engage with consumers. Here are some of the ways that AR is being used by marketers to raise brand profiles, create engagement and grab headlines
The concept of augmented reality is based on the idea of combining the digital and physical worlds. From this, the idea of ‘trackers’ has allowed companies to provide consumers with a unique way to access information. Physical items such as cards, documents or photographs can be created to trigger a specific action within the software of a mobile device or smartphone. For example, some architects and design companies have begun to give out printed floorplans which are transformed into 3D renderings within a partnered application.
There are several examples of marketing agencies and advertisers integrating AR technology into their campaigns to take one of the oldest forms of physical advertising to a whole new level. Film promoters are just one of many examples experimenting with AR posters. These are designed to provide smartphone users with a unique and exciting way to access content. A good example is the creation of AR advertisements by AMC Theatres that link to film trailers and external content.
Visual content is vital to the success of any digital marketing strategy. Social media platforms such as Facebook are becoming increasingly saturated with advertising material so it’s more difficult than ever for brands to engage with consumers. Augmented reality allows you to add extra dimensions to regular images in order to provide more information without overcomplicating the content. Plugon, for example, provides a unique service enabling users to produce vibrant and eye-catching imagery. There’s the option to add tags that provide more insight and additional information.
The success of popular apps like Pokémon Go has shown how successful AR technology can be with mobile users and how it can be applied to the physical world. Geographical markers and external marketing material can be integrated with apps to create a fun and interactive experience for consumers. The USPS has utilised this by creating triggers on many of its post boxes that generate digitally rendered objects and characters.