How Augmented Reality is changing the face of Digital Marketing

Each term I organise a Digital Marketing Convention for all my students. During which I and my 3 colleagues have to research and present a new and changing topic within Digital Marketing it is a great way to keep our professional development up to date and look into a new topic. This term I chose Augmented Reality and it’s effect within marketing.

What is AR?

Augmented reality is an enhanced version of reality created by the use of technology to overlay digital information on an image of something being viewed through a device (as a smartphone camera) (Readwrite, 2019)

VR vs AR?

Virtual Reality (VR) is the use of computer technology to create a simulated environment. (Marxent, 2019)

  • In 2020, the AR industry is expected to achieve one billion users.  (IT Pro Portal, 2019)
  • Augmented reality is estimated to be worth four times that of virtual reality. (IT Pro Portal, 2019)
  • Enhances engagement 
  • Application to real world which is ideal for advertising

Examples of some recent successful AR Marketing Campaigns  

Pepsi Max uses AR

Coca – Cola Chinese New Year 2019

Lego AR

Blippar – AR app for Brands

A new app called Blippar is behind a lot of these campagins and reall shows how it is taking over the marketing world. 

Immersive social media

Social media is getting in on the game, with snapchat filters being one of the first.  Facebook announced its plan to incorporate the features of AR into their platform. It’s already integrated mask and filters on Facebook Messenger. (Unbox Social, 2019) This is ceratinly something worth keeping an eye on. 

Marketers need to get creative

As a result Marketers need to get creative the pros and cons of AR for marketing are:

Advantages 

  • Bring Products to life- demonstrate the key features of products 
  • Interaction – e.g. an interactive catalogue
  • Enhances engagement  

Disadvantages 

  • High cost
  • Pepsi Max video wouldn’t work well from a distance, no clear message

 

How can we use AR?

So how can we use AR in our marketing campagins? AR requires video content – this one of the largest trends of DM. AR offers upwards of 50 seconds to engage with your audience (It Pro Portal, 2019) and it won’t be longer before social media will be catching up, Snapchat & instagram filters are already doing it. It is great for ecommerce for impulse shoppers.