TJ Vasquez
The world is propelling towards a very technological age. The way innovative business leaders market their products makes it obvious that technology can accomplish a great many things. Take augmented reality for marketing as an example.
When we think about virtual reality or augmented reality, gaming is usually what comes to mind. However, AR and VR have far more functionalities to take advantage of than using these tools for video game immersion.
Many companies are finding ways to use technology in order to create engaging, immersive experiences for customers and potential customers.
If you want to learn more about how AR and VR help marketing efforts, keep reading. This article will cover AR and VR in brief. We’ll go over the benefits of using these techniques and how to get started developing your own technologically-advanced strategies.
How Are AR and VR Used in Marketing?
Augmented reality (AR) and virtual reality (VR) are application types used to add a more modern technological element to advertising. Each of these formats is used differently, so in this article, we’ll cover the more common functionalities of both options.
For example, augmented reality can be an excellent tool to use for product marketing. Consider Amazon and IKEA’s online tools that allow shoppers to visualize a piece of furniture in their rooms before buying it. This opportunity helps to improve a buyer’s confidence in the product they’re purchasing, as they already have a preview of how it will look in a designated space.
Virtual reality aims to create an immersive situation that helps to improve customer satisfaction, brand awareness, and more. For example, some stores have virtual operations available to users within the Metaverse. Walmart and Gucci both have virtual brand experiences hosted on Roblox. Both of these applications invite shoppers and other interested parties to explore the company’s history and shopping experience from the comfort of home.
To explain each format a little more effectively, let’s break AR and VR into sections. We’ll then go over some of the common uses for each type in advertising.
Augmented Reality in Marketing
Augmented reality programs and devices are those that layer virtual components into real-world environments. A familiar example of this application type is the once-popular Pokemon GO game. Through this game, users were invited to walk around their physical surroundings in an effort to catch virtual Pokemon characters. The program superimposes various characters into the real world, which is made possible when the user grants the game access to his or her smart device’s camera.
In marketing, augmented reality serves the same purpose. It allows customers and potential customers to visualize or experience something special within their own spaces. It’s a convenient way to discover whether a new end table would fit in a certain corner, whether the new curtains match the wallpaper, or whether a new pair of glasses will accentuate the wearer’s features.
VR Applications
Virtual reality in marketing is somewhat similar to augmented reality. However, instead of bringing one object into the real world as AR does, virtual reality introduces users to a 3D digital environment. This is usually done through the use of a VR headset. Users wear them in order to see and interact with the experience at hand.
For marketing purposes, virtual reality can be used to provide tours of sites at a distance. This tool can also host meetings and offer inspection tools to individuals in remote settings. VR creates simulations, so the interactivity offered in each program depends on the details and opportunities implemented by the creator and developer.
Benefits of AR & VR in Marketing
In 2023, plenty of marketing teams are stepping into AR and VR marketing, and for good reason. The way technology has advanced in recent years can present businesses and customers alike with new, engaging ways to connect. Among the opportunities that experimenting with these forms of digital marketing, the three points listed below are the most common.
Personalized Experiences
Consumers value the ability to have truly unique experiences. This includes whether they’re actively shopping for new things or they’re still in the process of finding what they’re looking for. Letting potential customers really get familiar with the product or service they’re interested in aims to create memorable experiences. When these experiences are positive, consumers feel more informed and confident about the decisions they’re planning to make.
Greater Engagement
In addition to discovering how a product or service will appeal to the customer as an individual, augmented and virtual reality tools make it easier for prospective customers to engage with businesses, their products, and their services. The ability to experiment with virtual products, environments, and interactions makes it easier for consumers to feel like they’ve really had the chance to get familiar with the offering that they’re presented with.
Convenient Connectivity
Instead of forcing consumers to shop in person, AR and VR in marketing allow people all over the world to explore products and services from wherever they happen to be. There’s no need to plan around work schedules, family routines, or transportation issues. Simply accessing a program on the advertiser’s website opens the door to so many people. When the company nurtures these new leads correctly, the resulting sales growth can be substantial.
Implementing Virtual and Augmented Reality in Marketing
Because AR and VR technology is becoming more accessible to general audiences, it’s a good idea to start incorporating these tools into your marketing strategy. This technology may seem intimidating or confusing for smaller businesses. However, learning about how these tools work can make it easier to use them in your precise marketing plans.
To get started, take time to read up on the latest news and announcements related to AR and VR technologies. From there, research the capabilities of these tools and compare the possibilities against the struggles you’ve noted in your marketing practices. Let’s say you work for an optometrist’s office and you’re trying to get your audience interested in a new line of colored contact lenses.
Augmented reality tools can enable your team to showcase the line of colors available, which potential customers can view in real time by superimposing the colors over their own eyes via the camera function on most smartphones. Creating an engaging, easy-to-use “try it on” tool not only spreads the word about the new contact line, but it gives customers a chance to preview the product before investing money into purchasing a set.
To determine how your business stands to benefit from using augmented or virtual reality tools, try the following tips.
Tips for Using AR or VR in Marketing
- Think about what’s going to benefit your customers.
A technologically-advanced program sounds great on paper, but if it doesn’t help your audience accomplish anything, they won’t use it. Consider what your customers need. Discover how you can use AR and VR to present a solution. Keep quality and usability in mind during development. - Make your tool convenient.
Very few people will have enough patience to troubleshoot a glitchy tool. If you want to make the most out of your new application, make sure it’s easy and convenient to use. - Consider collaborating with other companies.
If you and your team aren’t particularly tech-savvy, the idea of creating an AR or VR application seems like it’s going to require way too much work. However, working with a company that has an existing tool might help your business as well. For example, a business that opted to make its physical storefront a PokeSpot when working with the Pokemon GO team. As a result, more people showed up to the store and average weekly sales went up around $2,000. - Start Small.
If you’re new to AR and VR, start small. AR is typically more affordable, easy to plan out, and doesn’t usually require extra pieces of equipment to launch.
If you’re looking for innovative ways to wow your customers and bring new leads to your business, consider augmented reality or virtual reality. After learning about the basics of these components, you might decide that this marketing option is well worth a try.
Reach out to Content Cucumber for help perfecting your marketing endeavors. Book a demo with us to learn more about our content creation services.
