How Can AR Change the Future of Digital Marketing?
Nowadays, almost every marketer needs to involve some kind of technology in their daily work of marketing. Here are three reasons to explain compared with other tools or trends, why AR technology can become an important way to open digital marketing in the future!
1. Consumers Prefer an Interactive and Personalized Visual Experience
Personalized content is the focus of digital marketing in recent years. In this era of social media penetration, consumers need more interactive and immersive experiences. They have the opportunity to actively choose, participate, and share the experience, rather than passively accept it as in the past. With the support of AR and creative script, brand owners can provide consumers with an interactive and personalized interactive experience.
Ex. Air Jordan has teamed up with Facebook to launch an AR marketing campaign. After watching the AR Jordan, users can also touch Jordan’s clothing showing on the screen to directly purchase the same style from Amazon.
2. AR Can Be the New Way of Sharing by Consumers
For marketers, one of the benefits of AR technology is its ability to be experienced and shared simply on a smartphone. In contrast to VR technology that completely places the experiencer in a virtual scene, AR allows consumers to interact with the real world and create some personalized experiences by themselves.
Ex. Snapchat’s selfie filters provide consumers a unique experience through their facial expressions and body movements. Even though they are commercial based filters, users are still willing to share them on social media and generate UGC, which is a good way to achieve marketing effects.
3. AR Can Be Easily Integrated into Advertising
With some mature AR editing tools on the market, marketers can easily integrate some AR experience into an advertising campaign. Compared with the immersive virtual experience of VR and the reading and viewing experience of H5, AR is more concerned with the combination of both real scenes and virtual scenes.
Some Examples of Successful AR Campaign
- Enhance the Consumption Experience Through Online and Offline Shopping: IKEA
IKEA has always been brave enough to try some new technologies to improve the sales and experience of its products. The launch of the IKEA Place AR app is another step towards the future of shopping.
Users can download the APP and use the device to take a photo of wherever they want to put an IKEA item. When the user selects a product on the app, they can insert a product diagram into a previously taken photo and move it to the appropriate location, share or save the image, and use the app to ask about prices and order products. Although there is still a lot of room for optimizing the effect and practicability of the products, the significance lies in connecting the offline scene with the online shopping experience and making the retail go from 2D to 3D, which is undeniably a great progress on utilizing the technologies into digital marketing.
- New Interactive Gameplay: Oreo
If the above cases are just testing the waters of AR marketing, then Oreo’s AR marketing is definitely going to the extreme. The AR marketing campaign launched by Oreo combines products and games and truly realized the “playable food”. While narrowing the distance between the brand and users, Oreo achieves the crossover between “food” and “game”. They used their different forms and shapes of products as the tools to unlock the AR game. The project executive made a total of 18 games in the Chinese market, which were combined with preferential incentives to attract users to participate, set the record of NO.1 snack sales in the Chinese market by truly realizing the effect and the unity of the product.
