“Augmented Reality” presents a world of opportunities just waiting to be visually altered by smart brands taking advantage of this multi-dimensional tool for enhancing user experiences. Studies have shown that over 60% of consumers see clear benefits in using AR technology in their daily lives, and there are now hundreds of AR startups on AngelList with an average valuation of $4.6 million.
Enriching the physical landscape with imagery and videos in real-time is both attention-grabbing and memorable, the pinnacle of marketing campaign effectiveness. But to reach the ultimate trifecta of ROI it also needs to be build a connection between the brand and the consumer. Here are some of the best practices now commonly used to create augmented reality content that drives the highest levels of engagement.
1. Building It
The first thought that comes to mind when you hear “augmented reality” may be a giant head-mounted display that takes away from the coolness factor of being an early adopter. After all, people had some choice things to say about the first wearers of Google Glass. But AR technology can be used on all sorts of screens including less cumbersome mobile devices like smartphones and tablets. The easiest and most cost-effective way for brands to get into this space is by utilizing an existing augmented reality viewer to build a campaign. This allows for testing the waters to learn what consumers respond to best before investing time and money into building your own app which can cost anywhere from $30,000 to $700,000 for high-level functionalities.
2. Perfecting It
Once you’ve established the right technology to wow your audiences it’s time to determine how you’ll encourage users to interact with their environment. Brands that have gone all in on AR campaigns will utilize mapping technology to let consumers virtually try on makeup or they’ll gamify a day at a theme park to make it somehow even more stimulating. But on the most fundamental level, augmented reality viewers are designed to simply place virtual objects in the real world, making this innovative technology well-suited to liven up even the most basic ad offerings like direct mail campaigns.
3. Promoting It
With the pieces in place to launch your augmented reality campaign, the final step is driving audiences to interact with it. Simply put, people won’t accidentally open an augmented reality viewer and take a look at your content. The only way users are going to know you have an AR experience is if you make sure they get that message loud and clear. That is why all the most successful AR marketing programs have one thing in common – strong calls to action. Virtually every consumer touchpoint should contain a reminder that an app on their device can expose them to a whole new world of exclusive content.
With predictions that augmented reality could hit $120 billion in revenue by 2020, now is the time for your brand to explore the technology and get comfortable using it. By making smaller investments while learning what works best to reach your consumers, you’ll have mastered the art of the AR campaign by the time all those AngelList startups have matured into the marketplace.