Augmented reality Everywhere
Augmented reality (AR) has become a buzzing concept in digital marketing because it provides novel ways of relating with consumers. According to Rauschnabel, Felix, and Hinsch, it represents a state-of-the-art media format that consolidates computer-generated information into people’s discernment of the actual world.
AR is an emerging trend within marketing and sales strategies since it offers unique and convenient customer experiences. Its main objective is to increase brand awareness, enhance consumer engagement, and improve perceived value. AR is intriguing because it uses digital technology to superimpose information in text, video, or image format onto mobile devices. Consequently, the technology converts conventional advertising prints into immersive 3D experiences. Besides, it allows prospective customers to model and simulate a range of appearance-related products, such as clothes and makeup, without direct interaction. Thus, AR negates the need to hoard large physical inventories since customers can try or sample different items virtually.
Augmented reality is the future of digital marketing because it provides lead generation, ameliorates customer satisfaction, and increases client retention. Dadwal and Hassan observe that it compels people to view advertisements and establishes a higher conversion rate. Thus, its future is indispensable to both promotion and consumption as virtual content enriches consumers. Cosmetic samples, fitting rooms, automatic test drives, and many other related concepts attest the effectiveness of AR in marketing.
The technology creates an interactive experience, which engages, enriches, and rewards customers. In this regard, augmented shopping is not a fad, but rather a rising trend that will transform the retail industry forever. However, while AR is very expensive to develop and implement, consumer perception is limited to its capabilities. In addition, it is vulnerable to cyber-attacks and threats and can cause health-related complications.
Notwithstanding the few drawbacks, the technology has numerous benefits to organizations generally, and marketing functions specifically. I would recommend AR because it offers multiple opportunities and provides auspicious prospects in different fields.
