Augmented reality (AR) is a digital technology that overlays text, images or video over physical objects. It provides all types of information such as location, heading, visual, audio and acceleration data, and opens an avenue for real-time feedback. AR provides a way to bridge the gap between the physical and digital experience, empowering brands to better engage with their customers and drive real business results.
As consumers become more and more addicted to their mobile devices, there is a greater need to simultaneously interact in the physical and the digital world. Augmented reality can help marketers engage consumers through a rich and rewarding experience.
For example, Audi created an app where if you are standing in front of an Audi car with your mobile device, you can interact with images to paint it a different color or get inside and interact with the dashboard and other interior features.
IKEA developed a 2014 catalog that included 50 pages of extended digital content such as 360/180 degree views of the rooms along with zoom in features. But the best part of the catalog was its augmented reality capability that allowed customers to view and place selected 3D representations of IKEA products in their own rooms just by using a smartphone or tablet.
So why marketers should incorporated augmented reality into campaigns?
- AR provides a new content channel for consumers
- Consumers can interact in both digital and physical worlds.
- AR is mobile-native
- AR is highly inexpensive, interactive and targeted
- AR converges social, location and context
- AR extends the life of direct mail campaigns
- AR is more measurable and trackable results from direct marketing campaigns
- AR equates to high emotional and repeat engagement