Marketing with augmented reality (AR) is still in its early stages, which gives it a competitive edge over more traditional forms of marketing such as print, online, and television advertisements. The newness of AR contributes to its ability to shock and capture people’s attention for extended periods of time. According to The Drum, AR can increase interactivity rates by 20 percent, and improve click-through rates to purchase by 33 percent.

While AR is still largely a novelty, companies are beginning to integrate it into their marketing strategies. As AR technology becomes more widespread, it will become more difficult to stand out from the competition. marketers will need to produce more thought-provoking campaigns that take advantage of the technology’s capabilities. Eventually, AR will become mainstream, and its prevalence in the industry will make it harder to compete. To stay ahead of the curve, it’s important to start thinking about how you can use AR to create truly unique and engaging experiences for your customers. By producing high-quality AR experiences, brands can build a competitive advantage that will last long after AR goes mainstream.

Let’s take a look at how some brands standout using Augmented Reality:

AMC Theaters

AMC Theaters’ use of augmented reality falls under a new form of marketing called “ambient Marketing.” This is defined as a type of marketing that seeks to engage customers with a brand in its natural environment. In this case, it would be while they are at the movies. As we know, people are always on their phones, so by having the AMC app on their phones, they can easily access it and use it to get information about upcoming movies. By scanning a movie poster, they can get a cast list and trailer for the movie. If they’re interested in the movie after scanning, they can also purchase a ticket immediately within the app. This is convenient for the customer because they don’t have to go to another website or app to buy a ticket. They can do it all in one place. This convenience factor is a key selling point for AMC Theatres, while users could YouTube a trailer or Google a review, the app allows them to do it all in one place. As such, AMC Theatres is able to use AR as an effective marketing tool to increase ticket sales and movie awareness.

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StubHub

As any Marketing 101 textbook will tell you, one of the most important aspects of selling a product is understanding your customer’s needs. If you can identify a pain point and offer a solution, you’re more likely to make a sale. Augmented reality has provided a new way for companies to address a common customer concern: the risk of paying for a subpar product.

When StubHub wanted to increase ticket sales for Super Bowl LII, they introduced an AR feature on their mobile app that allowed potential buyers to see a virtual 3D model of the U.S. Bank Stadium, as well as nearby parking garages and concession stands. This enabled customers to visualize their full experience before purchasing and minimizing the risk of them paying for a seat that wasn’t up to their standards.

StubHub’s use of AR not only solved a common customer pain point but also differentiated them from its competitors. Other ticketing companies have since followed suit, but StubHub was the first to market with this innovative solution. As a result, they established themselves as an early adopter of AR technology and solidified their position as a leader in the industry.

Home Depot

Marketing for home improvement stores has drastically changed in recent years. No longer are printed catalogs and TV commercials the only way to see what new products are available. Now companies are using technology to give potential customers a more immersive experience. Home Depot was one of the first companies to embrace this trend, with their Project Color app. Using augmented reality, the app lets users see how a paint color will look in their home, taking into account lighting, objects, and shadows in the room. This way, you can be sure that you’re choosing a color you’ll actually like. In 2017, Home Depot took a big step, it enables a user to use their app to check out how objects like furniture and other products look in your home before you buy them. With this innovative use of technology, Home Depot is making it easier than ever to shop for your home improvement needs.

Sephora

More recently, Sephora has leveraged AR to create a virtual makeup artist experience that allows users to try on makeup products and see how they would look in real life. This not only helps Sephora’s customers make informed purchase decisions but also drives sales by appealing to the company’s more tech-savvy consumers. AR is quickly becoming an essential tool for marketers, and Sephora is at the forefront of this trend. Sephora has capitalized on this trend by incorporating AR technology into its app.

Using the app’s “Virtual Artist” feature, users can see how various makeup products will look on their faces, without having to physically try them on. This allows users to make informed purchasing decisions, while also providing Sephora with valuable data about consumer preferences. In addition to benefiting customers, Sephora’s use of AR is also driving sales by appealing to its more tech-savvy consumers. As the beauty industry continues to embrace AR technology, Sephora is poised to remain at the forefront of this innovative marketing trend.

Marketing is always evolving. And, as new technologies emerge, marketers need to be creative in order to take advantage of them. Augmented reality is one example of a new technology that is starting to be used by brands. While a number of brands still can’t access AR quite yet, marketers can still take note of how these brands creatively implemented new technology into their content marketing strategies.

As the media landscape changes and technology gets more advanced, marketers at businesses of different sizes might have more opportunities to implement technology. And, when they do, they’ll need to think creatively and innovatively about how they invest in it. For example, some brands have created entire virtual reality experiences for their customers. While this might not be possible for every brand, it’s important to think about how you can use new technologies to enhance your customer’s experience. Ultimately, by staying up-to-date on new technologies and thinking creatively about how to implement them, you’ll be able to set your brand apart from the competition.

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