AR and its impact on marketing

Augmented reality (AR) and virtual reality (VR) are immersive experiences where an artificial environment is presented in such a way that it feels and appears like a real environment. Both have had a huge impact on gaming for some time although the rise in popularity and variety of this media is now having a big impact on the way business can communicate with its customers.

With so much media being shared every second by brands and customers, the noise being created is making it increasingly difficult to influence consumer opinion and purchasing behaviour. AR/VR provides brands with the opportunity to create memorable marketing campaigns. Not only are there fewer companies using AR/VR but the immersive nature of the experience means brands are able to stand out from the crowd and design the exact environment and viewpoint it wants the customers to feel.

As The Drum reports, AR can capture people’s attention for over 85 seconds, increase interaction rates by 20 percent, and improve click-through rates to purchase by 33 percent. Making it a cost-effective choice when allocating your marketing budget.

Another way brands can use AR and incorporate social media at the same time, is by using 360 videos and pictures. This content is easy to create and can be used on social media and shared on a wide scale and can also be used with a VR headset. This provides a new marketing avenue for any brand. With consumers spending approximately five hours on their phone every day, using techniques such as 360 videos is an effective way of getting in front of your customers in a way they are already choosing to engage.

Not keeping up with new technology and marketing innovations can have a detrimental impact on any business and AR/VR is a great way of standing out from the competition and staying in the minds of your customers. Providing immersive experiences can help to drive sales, improve customer engagement and boost awareness of a brand.

We’ve worked with a number of clients who use AR and one with the talent and technology to create engaging experiences, Areca Design, were recently awarded with the prestigious Midlands Digital Communications Business of the year 2019 having demonstrated the power of the cutting-edge AR technology. Based in the heart of Evesham, the team gained a fantastic reputation for innovation over the last 10 years – both regionally and nationally. To date, the pioneering team have supported various industry sectors including, engineering, automotive, higher education, tourism, sport and local government, bringing to life their ideas into a 3D reality. MD, Mick Hurst, said:

“ AR technology works by programming your mobile device’s camera to recognise ‘trigger images’, which may be in print, physical objects or real-world locations – triggering videos, interactive 3D models or really anything digital. The applications for AR are limitless, AR Apps are now impacting every industry from gaming to tourism. With 4G and 5G around the corner – and all of the big tech companies investing heavily in AR-enabled handsets and headsets, Augmented Reality can only go from strength to strength.” 

For some time now, media and innovation have been merging to create a brand new consumer experience across all industries. By employing the very latest in visual recognition technology they offer a unique and versatile Augmented Reality solution that enables businesses and organisations of all types to connect with their customers by bringing the physical and virtual worlds together.

From creating probably the best beer mat in the UK to a virtual tour around Gloucestershire University’s campus, take a look at AR in action at www.augmentedrealityapps.co.uk.

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