In 2016, Pokémon GO rolled out to rousing success. The mobile augmented reality (AR) game had people of all ages roaming their cities with their smartphones in hot pursuit of adorable monsters like Squirtle and Charizard.
The fact that they often stumbled into traffic and trespassed on private property seemed inconsequential to the most passionate of players.
While Pokémon GO brought augmented reality mainstream, the technology has actually been around in some form or another since 1968. (If you’re interested in a history lesson, you can find a good one here.)
That’s all fine and good for the video game industry, but why are we addressing it on a marketing blog? Because AR is beginning to creep into the marketing world!
Think of the possibilities:
- A clothing retailer could allow customers to use a virtual fitting room from the comfort of their own home.
- A real estate agent could show potential homebuyers exactly how their existing furniture would look in their dream home.
- A hair stylist could let clients find the perfect look before they ever show up for their appointment.
With AR, it’s all possible.
5 Benefits of AR Marketing
#1: Increased Revenue
According to a study by Harvard Business Review, customers who used AR were 19.8% more likely to make a purchase than those who weren’t provided with an AR experience. They also viewed more products and spent significantly more time (20.7%) on the app.
#2: Reduced Purchase Anxiety
It can be hard for first-time buyers to put their trust in a company they’ve never done business with before. By allowing them to virtually “try before they buy,” you’re lowering their purchase anxiety. They can see not only what they’re going to get, but also how it’s going to fit their specific needs.
#3: A Better Customer Experience
Augmented reality adds an extra layer to the customer experience. They’re not just shopping; They’re actually having fun doing it. That leads to longer, more frequent visits to your website or app, better overall engagement, and a higher likelihood that they’ll refer your business to their friends and family.
#4: A Competitive Edge
Although more and more businesses are adding AR components to their marketing campaigns, the technology is still relatively new. Adopting it now gives you a chance to get in on the ground floor and do something your competitors aren’t, thus providing your customers with a service they can’t get anywhere else.
#5: An Added “Wow!” Factor
Whether you’re using AR to help Aunt Betty pick out a new hat for church or to populate your aisles with virtual puppies that the kids can play with while their parents shop, there’s no denying that AR is just … cool. And you should never, ever underestimate the power of cool.
3 Potential Downsides of AR Marketing
No marketing strategy is perfect and we’ve yet to find one that works for every single business every single time. So before you go all in on AR, you should consider the following downsides:
#1: It Can Be Expensive
Small businesses have small budgets, and AR can be costly to implement, requiring specialized software and plenty of human hours spent learning how to use it.
#2: It Hasn’t Hit the Mainstream
In the grand scheme of things, AR in marketing is still in its infancy. There are few best practices to follow and a large learning curve to navigate for marketers and customers alike.
#3: It’s Not Practical for All Businesses
Plenty of industries can thrive with AR, but plenty more flat-out don’t need it. If it doesn’t make sense for your particular business, don’t waste your time or money trying to make a square peg fit through a round hole.
Is Augmented Reality Right for Your Business?
Augmented reality creates an immersive experience that can increase your revenue, deliver a better customer experience and give you a leg up on the competition. But it’s not for everyone. Weigh your pros and cons carefully before you decide to add this (admittedly cool but sometimes problematic) strategy to your marketing toolbox.
Are you looking for more ways to stand out from the crowd? Mischa Communications has just what you need to differentiate yourself! Get in touch.