Using Augmented Reality In Digital Marketing

Augmented Reality

How AR Influences Digital Marketing:

What is Augmented Reality?

Augmented Reality (AR) is a tech forward trend which allows users to experience a shifted reality through a technological medium. AR creates a realistic experience where users are immersed into an interactive environment. The AR can replicate a real life environment or an altered reality.

Examples of AR You May Have Used:

• Snapchat Lenses

  • “Snapchat Lenses AR experiences transform the way you look and the world around you! Use Lenses while you create Snaps to add 3D effects, objects, characters, and transformations.” (Snapchat).

• Pokémon Go

  • The gaming app uses AR to display generated images into reality through devices cameras. "The 3D scans Pokémon Go players are collecting are intended to create new possibilities in the game, but they will also give Niantic’s platform for AR developers an advantage over competitors." (Reynolds).

• Ikea

  • “IKEA Place lets you virtually place true-to-scale 3D models in your very own space. Combining the latest AR technology and IKEA’s smart home solutions you can experience IKEA like never before.”

Augmented Reality and Digital Marketing

AR is paving the way for interactive and immersive advertising experiences directly to consumers through their devices. Not only does AR enhance gaming applications and your Snapchats, it allows for users to tests products, furniture and even clothing. Brands such as Ikea, Sephora, Walmart, and Gucci use Augmented Reality to get users to try out products in their homes, or on themselves. AR allows for a better shopping experience as well as providing a safe & socially distant way to tour buildings, homes and even cars! Facebook’s Meta is introducing an AR centered product. Meta plans to release Augmented Reality glasses by 2024 where users will be able to see holograms of others through the glasses, similar to FaceTime. “Zuckerberg calls AR goggles a ‘holy grail’ device that will ‘redefine our relationship with technology,’ akin to the introduction of smartphones.”

While appealing to users with interactive tech, AR lets consumers explore every angle and detail to better inform their purchasing experience. Checkout Uber’s Augmented Reality Experience where they market their brand in a busy Zurich station using AR. AR advertisements give consumers unique experiences while creating strong brand associations. Digital Marketing is shifting with the advances of tech today.

Sources:

https://support.snapchat.com/en-US/a/face-world-lenses

https://www.fi.edu/what-is-augmented-reality

https://theconversation.com/pokemon-go-wants-to-make-3d-scans-of-the-whole-world-for-planet-scale-augmented-reality-experiences-is-that-good-140636

https://www.theverge.com/23022611/meta-facebook-nazare-ar-glasses-roadmap-2024

By

Julia Luisi