Marketers are looking to AR to connect with audiences in gaming and retail in new ways.
Published: August 2, 2022
Augmented reality is delivering real value to marketers who say it’s one of the best. New technologies According to GetUp’s research, to return the investment.
Snapchat expanded its investment in the technology with its first AR game. Ghost phoneIt invites users to solve the mystery of what happened to Lisa, using her abandoned phone to decipher clues and interpret paranormal activity. The game is shown in this YouTube videoDemonstrating how ghostly characters inhabit players’ real-world environments.
Given that there are 3.1 billion players worldwide, it’s no surprise that Snapchat is the first to get into the augmented reality game, and mobile games offer a huge opportunity for marketers to engage a captive audience, writes Seth Reichsmeyer. SmartBrief.
But gaming isn’t the only AR marketing opportunity open to brands.
Improving the customer experience with AR
AR campaigns allow marketers to showcase products to consumers, allowing customers to interact with items such as furniture, clothing or cosmetics before purchasing.
As a SkyQuest Technology Report, 41% of large retailers are using or considering AR for this purpose. Additionally, 77% and 76% of retailers are using AR to create engaging experiences and improve customer engagement, respectively.
The NielsenIQ study mentioned in this Harvard Business Review articleIt found that 61% of consumers prefer to buy from retailers that offer an AR experience and 56% said that AR experiences give them more confidence in product quality.
The authors of the HBR article advise marketers to create AR experiences that not only showcase products, but also entertain and educate brands. Examples include Walmart’s collaborations with Marvel and DC Comics for in-store experiences, or Lowe’s and Walgreens’ use of location-based AR technology to direct store visitors to specific products or promotions.
“Immersive technology enables businesses to build a variety of immersive content into customer experience centers to inform and delight their customers,” writes Iran Galil, chief technology officer and co-founder. ByundXRb VentureBeat. “These relationships help improve the customer experience and help build brand loyalty.”
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