Augmented reality (AR) is a rapidly growing industry that is believed by 70% of consumers to provide value and bring benefits, according to TechJury.
Whos is especially interested in AR are the kings of people’s attention and interest – digital marketers. In fact, 67% of media planners and buyers want AR/VR ads in digital marketing campaigns. And it would be absolutely great if they knew how to use them.
In this article, we cover the 5 questions ask before using augmented reality in your marketing strategy to make it really successful.
And we’ll kick this off with a rough one.
Why would anyone download your awesome AR app if they can’t even click your awesome product link?
See, it’s very cool that you’ve invested into the next generation market-disruptive AR application that everybody should feel the urge to download and experience, but no. It doesn’t work like that.
You want users to download your AR app that should stimulate them to buy your products or use your services, but why would they?
You’re adding unnecessary steps to your customer journey making it even more complicated. Instead of motivating your users to go directly to the desired sale point, you’re making them go back and install the app.
However, this is not necessarily your problem. Currently, AR is limited to mobile apps, so it’s really difficult to find the touchpoints which would make AR useful.
But don’t give up so easily.
Leverage the power of apps that are already used by millions of users like Snapchat, for example.
This video shows how Bacardi introduced custom filters and music effects in the Snapchat app which uses AR, face recognition, and motion capture technologies. While advertising this way with Snapchat might be costly, you may try other apps that already have a targeted user base.
What do you capitalize on except for the “Wow” effect?
The “wow” effect is great, but it’s very short, and you can’t be “wowing” for hours in a row.
When you create an AR app for your marketing strategy, you have to think beyond an animated character, video placement, or any other special effect. Apart from that, you have to make sure your application is interactive and useful in everyday life.
To motivate users to download the app, you have to show them a real value which your AR app can provide.
If you’ve heard of a Heineken AR app which I bet you haven’t unless you’ve been intentionally googling it, then you might have realized why Heineken failed in their AR marketing strategy.
You point the camera to a bottle of beer and a video starts playing. What’s the point?