How To Integrate Augmented Reality Into Your Marketing Strategy

How To Integrate Augmented Reality Into Your Marketing Strategy

Integrating augmented reality (AR) into your branding strategy is not for the faint of heart. Zappar's Dave Mather breaks down the key considerations for savvy AR marketers.

It has been scientifically proven that augmented reality (AR) is more visually appealing, more memorable and elicits an emotional response from users, results that are important for any marketer. But for many people it still seems like a nascent technology that is difficult to use and compare.

For marketers looking to incorporate augmented reality into their marketing, here are some tips to help you develop more effective campaigns and demonstrate value to your business and customers.

Start with a clearly defined briefing

Before using AR in your marketing, start with a clearly defined brief. If you don't have a clear reason to use AR to achieve your strategic goals, don't use it; Instead, use email, paid social media, video, or any other channel you know.

Make sure you can clearly communicate your short, relevant goals to the entire organization so they can take you along for the ride.

Think about where your audience is

As part of your conference, make sure your target audience is tech savvy, knows how to use it, and has access to Wi-Fi or 4G/5G.

Create surveys, run user tests, and make sure AR delivers value to your audience beyond what you do in your marketing. Think about where most of your audience is; That way you know where to place your AR solution.

For example, Social AR (delivered via Instagram, Snap, TikTok, etc.) makes sense if you already have a large following; WebAR (Internet Augmented Reality) can work if you want more freedom and flexibility to deliver augmented reality across multiple channels. Let your audience know about your delivery method.

Choose your channels wisely

When you have a clear purpose and audience, augmented reality can extend across your entire marketing mix, from PPC to brand stories, product launches and more. Think of AR as the glue that strengthens and connects your company's disparate channels, unifying their differences and delivering a more holistic and inclusive customer experience.

AR should enhance and complement your marketing to achieve the strategic goals you have identified. However, if you are new to AR, you may want to select a test channel before zooming in.

Examples of marketing channels and goals

Here are some examples of channels and goals to think about:

  1. OOH: Increase brand awareness and public relations by integrating augmented reality into existing OOH creatives.

  2. Email: Increase retention and renewal rates with a simple, personalized message for CEOs, co-founders or brand mascots.

  3. Bundle: Repeat purchases and shares with simple game mechanics

  4. Social Broadcasts and Live Streams: Increase brand awareness of a new product launch by incorporating augmented reality into your product live stream via Twitch to add exclusive offers.

  5. Website: Increase product conversions by adding augmented reality to your website with a simple web integration

Don't think of AR in terms of a single channel. As marketers, we tend to think of funnels as referring to different stages of the funnel: Google Ads or SEO for example, to capture top-of-the-funnel order; or customer loyalty programs to increase customer loyalty. But AR can and should be used throughout the customer lifecycle.

Consider how your AR solution can be used across all touchpoints to increase awareness, help convert and support customer retention.

Use the test and learn

Embedding AR in a test-and-learn approach means creating a minimum viable product or campaign to get key metrics and audience feedback—and working in a cycle of test, learn, iterate, and improve.

To present your company, product or service in a more personal way, it could be a simple holographic AR video sent by email.

Make sure you have an internal framework for experimentation. We use Zappar's "Five D's": define, design, develop, deploy and analyze data. Choose the one you feel most comfortable with and stick with it. This ensures that your team, internal stakeholders and the company as a whole can understand where you are in the process and how you can get involved.

How to measure the impact of an AR campaign

Integrating AR into your marketing strategy requires clear and understandable ways to report and measure the impact of your AR campaigns.

Include indicators of success in your resume; These can range from more specific actions like scanning QR codes to broader business actions like increasing sales, increasing brand awareness or reducing customer churn, etc. Also track quantitative and qualitative indicators and remember how it was done. generated customer sentiment, social media reviews and PR coverage.

The 3 best ways to use augmented reality (AR) in marketing

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