The benefits of implementing augmented reality (AR) in digital marketing in 2024

Augmented reality (AR) is rapidly breaking into digital marketing. It makes it possible to combine the real and virtual worlds, create interactive and immersive experiences for users, and open up new marketing opportunities for brands.

Augmented reality is an advanced technology that can change the approach to communicating with users. Images of real objects and physical environments are overlaid with digital content: text, smell information, sound, and video. 

Augmented reality enhances the visual, auditory, tactile, and olfactory experience of users, allowing them to better familiarize themselves with a product. It can be used to significantly improve your marketing strategy by advertising certain product categories, effectively engaging your audience, and increasing brand awareness. 

AR allows to visually supplement textual information about a particular product, to reproduce certain processes and objects in their real size and capacity. International studies confirm that the introduction of AR in retail chains helps to attract customers and increase conversion rates, helps to take leading positions in their niche, increase revenues and audience loyalty. 

Implementing AR in marketing is difficult, costly, and time-consuming, but it will help to raise your marketing to unprecedented heights. 

Benefits of AR in marketing

1. Increased customer engagement. AR provides an interactive experience, allows users to interact with products virtually, which promotes better understanding and appreciation of products and provides deeper customer engagement.
2. Improved brand reputation. AR can create memorable experiences on which to build an emotional connection between the brand and the consumer. Thus, the use of AR helps to increase brand awareness and loyalty. 
3. Competitive advantage. Brands that take an innovative approach to marketing and implement AR stand out in the market and are one step ahead of the competition, more effectively capturing audience attention and generating more sales. 
4. Enhanced online shopping experience. AR helps break down the barriers of online shopping by allowing customers to “try on” and evaluate products virtually. By visualizing products in a real-world environment, customers can make more informed purchasing decisions, which reduces returns and increases customer satisfaction.

According to the results of Harvard Business Review marketing research, thanks to AR, customers can test more products without rushing, more often pay attention to less popular products, and sessions on the site using AR are almost 20% more likely to end in a purchase. 

AR is especially important for lesser-known brands and products because it can introduce a user to a product category that is new to them, reduce anxiety, and eliminate the risks of a failed purchase as much as possible. 

Similarly, augmented reality works in the case of expensive products, because it also allows you to pre-check the quality of the product and reduces user anxiety from a risky purchase. 

Thus, AR is recommended to be used to increase revenue for companies that offer niche or premium products. 

How to use augmented reality in marketing 

Here are some key formats for using AR in digital marketing: 

1. Entertainment. Transform static objects into interactive and animated 3D objects to captivate users with a new and unique experience or encourage them to explore a store’s assortment. 
2. Training. Use AR to demonstrate your product’s functionality or the innovative technologies used in its development. Use AR to navigate users in the store, prompting them to locate products, notify them of current promotions, and provide additional information about product specifications and features. 
3. Evaluation. Visualize the product in the context of its application, allow users to observe it in a real environment and in action to allow them to evaluate the product without having to take additional action on their part.   

In digital marketing, AR is currently widely used in the format of masks, and filters, which are used to promote a brand or a certain product. It is predicted that in the future AR in digital marketing will be more diverse, due to the development of technology and better sensors in cell phones. 

The prospects of augmented reality in digital marketing 

Shortly, augmented reality will become one of the key elements of personalized marketing campaigns, making them more effective. 

It is also predicted that the use of AR will reduce production costs by reducing errors at the planning and product development stage, increase productivity, and improve the quality of management decisions.  

Obviously, brands that integrate this technology promptly will gain significant competitive advantages.  

To promote your business, contact digital agency Lanet CLICK. With us, you can order complex Internet marketing on favorable terms. We will help you find points of growth and make an effective promotion strategy taking into account trends and new technologies.