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The Use of Augmented Reality in Digital Marketing
During the last years, augmented reality expanded far beyond the sphere that was expected to be and is now a valuable resource for marketers all around the world. Concerning the consumers, it makes them engage with the real world; this way, it helps them to make some sense of the world. Since brands tend to attract the first attention of technology-oriented consumers, AR in digital marketing is becoming very crucial. From this blog, one could focus on how AR is changing the face of marketing, increasing customer experience and engagements with brands.
Customer Perception of the Firm through Immersive Experiences
One of the important facts of AR is that it creates engaging experiences that attract the users. Direct marketing strategies are more effective than their traditional counterparts, but the weak side of all these platforms is that consumers get bored easily. AR brings change to the main shopping process as a client gets a chance to see a product in his or her living space before purchasing it. For example, many furniture companies, such as IKEA, today use AR applications that show what a particular piece of furniture will look like in your home. Accordingly, while using virtual simulations, customers are also able to engage with the product, which not only improves the buying experience but also minimizes the chances of customers returning the product.
Improving on Products Promotions
By just putting a product on the market, AR is also extending product demos further than in the past. Businesses can encourage interactive experiences that inform customers about the qualities and values of their products or services, in contrast to traditional methods that rely on photos or videos. For instance, L’Oréal and other beauty and hair styling apps encourage users to use augmented reality to try out different cosmetic looks. In addition to educating the customer, it also makes them feel more invested in the product and might expand their ideas about how to use it.
Personalization at Scale
One important principle is to understand marketing in the modern world. In that case, augmented reality presents an opportunity to customize material and create remarkable experiences. With data analytics and AR technology, brands are capable of collecting the experiences with the consumers’ potential preferences. For example, brands are providing an opportunity for the consumers to have a trail on clothes as well as resize and restyle them based on previous experiences. This helps to create a long-term relationship with clients by improving customer relations and loyalty.
Creating Brand Promotion and Dedication
The use of AR in the marketing mix ultimately translates to a massive improvement in the levels of brand recognition and customer allegiance. Innovativeness of the AR campaigns spreads publicity and creates word of mouth. For instance, Augmented Reality filters in Snap chat have been implemented in ways that mean users can interact with brands playfully. By sharing their AR experiences on their social media accounts, users are essentially giving a word about the brand to more people when they tag the brand in the post. Moreover, while engaging with AR experiences, consumers uncover some value proposal about the brand which makes them more loyal and brings the company more sales.
Innovative Applications of Technologies in Marketing Communication
The future of AR in Digital marketing will be successful in the future digital world. Those brands which adopt AR will provide a new level of experience to the consumers and also will achieve a successful competition with the firms which do not accept such technological advancements. Because AR has the capability to increase customer interaction, increase the effectiveness of product presentations, and provide customized experiences, it is an essential part of many firms as well. Therefore AR is emerging as a powerful tool to create engaging experiences for the consumer. While brands are still experimenting with AR solutions, this clearly indicates that is more than just a marketing novelty, it is the future of marketing. Accommodating this reality will enable brands to engage with consumers more directly, ensuring brand loyalty, and ultimately the growth of brands into the future of augmented reality.
DR. Girish Krishnan
Director & Strategy Consultant.
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