How Augmented Reality has been changing Marketing (and the internet)

Augmented reality (or AR) allows us to superimpose a virtual image onto our surroundings in real-time, whether we are on a beach, in the office or simply walking down the street, for example.

Basically, AR consists of “augmenting” our reality by overlapping digital images to it, and thanks to advances in technology and mobile devices, augmented reality can be present in any of our lives.

Along with gaming and entertainment, nowadays, we can find it being used at industry events, in architecture, retail, training, advertising and in several other sectors.

Augmented Reality on the Internet: Consumer Shopping Experience

Augmented reality has already begun to optimize the user experience on mobile devices. Web designers take advantage of smartphone cameras to encourage consumers to interact with products and services.

In e-commerce, technology helps buyers make better-informed decisions quicker. In fact, speaking of online stores, AR apps allow consumers to try on a pair of shoes without leaving the house, see how a sofa would look in the living room, or take a closer look at the latest smartphone to be launched.

This is all possible because augmented reality, after a three-dimensional model of the product is created, can be superimposed onto your surroundings in real-time.

That’s especially true for long-lasting products (like a car or television set) or products that are more personalized (like nail polish, makeup, the color of your walls, or a hair dye). AR’s functionality attracts, engages and drives consumers to make purchasing decisions.

Augmented Reality on the Internet: Digital Marketing

As you noticed from the title above, augmented reality is a good way to show products to users. For marketing departments, the technology brings countless possibilities, opening doors to the creation of simulated environments around its products with the goal of increasing user involvement.

The impact of augmented reality on marketing is not yet at its peak, but in the future, it will be as if the whole world is a big screen for us to promote our products and/or services.

Every good marketing professional goes to great lengths – to develop initiatives that stand out from the crowd. The search for consumer engagement seems to be endless. For this reason, companies that adopt AR in their digital marketing strategy have an advantage over their competitors, especially since today there are few that use the technology.

Imagine that your post or ad on social media provides you consumer with an AR experience. I bet you can already fathom how much it would impact the consumer (and how high the likelihood of it going viral).

Augmented Reality on the Internet: Engagement and Empathy

And since we talk so much about the interaction between the brand and its consumers, we can’t get away from addressing the topic of online engagement. It is increasingly known that augmented reality can be a much better tool for increasing engagement when compared to traditional means of advertising (such as TV advertisements and print advertisements in newspapers magazines).

In addition to encouraging consumer engagement, the potential of AR goes much further: the technology manages to increase empathy between users, products, and companies. This is because it can put absolutely anything in front of the consumer (including a huge semi-trailer, as shown in the example below):

On the internet, we have a great example from Apple. When the user accesses the iPhone 11 page through the mobile device, he has the possibility to view the device in augmented reality.

Augmented Reality on the Internet: Search Engines

Many marketers still don’t know this (and now you have an advantage over them): Google has now included augmented reality in its search results.

The news was announced on the company’s official Twitter account, along with a video showing a user doing a search of a tiger search engine. Among the results presented on Google is one in AR. The animal appears on a white background but can be positioned anywhere the person desires. To do this, just move the camera of the device.

As of the time this article is being written, the technology can be seen for some other animals as well and it’s available for devices that run either Android or iOS. The full list of supported devices is here, and I’m sure this list will expand.

In fact, it is there’s a lot of speculation that in the future, augmented reality will help your site’s SEO (that is, keywords, images, headings, and other factors will not be enough to place your site on the first page of Google).

Wrapping up…

As the saying goes “the only permanent thing in life is impermanence”, that is, change is a fundamental law of nature. If nowadays engagement initiatives have changed a lot compared to before, in the future, they will reach a whole new level.

Every marketer knows that everything changes over time, and when it comes to marketing, the changes are even more accelerated. AR technology has been growing in the market and, as we’ve been showing on our website, it can be beneficial and improve the lifestyle of consumers everywhere. So, why not bring AR to your company?

With just a few examples we can see how augmented reality on the internet already allows organizations to provide much more than information on texts, videos, and images. Thanks to AR technology, you can give a sample of your product to your consumers before they buy it.

Want to learn more about Augmented Reality? Visit our portfolio or reach out to us!

‘Till next time!

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