With marketing, one thing is certain, there will be change. New platforms, tactics, tools and methods come out regularly. The places where the attention is going will continue to change with it. Enter one of the newest places to get attention, engagement, virality, social clout and cold-hard sales: augmented reality (AR) marketing.

Simply put, AR is a technology that overlays digital information (including images) in real-world environments. Users view it through a device. Its goal is to help simulate real-world things in the comfort of wherever you are. As smartphones have continued to improve, this is becoming increasingly commonplace.

So, why should brands (and specifically marketers) pay attention to AR today? The market and the data show that this trend is set to double in the next two years. Even better, most of your competitors are sound asleep on this technology.

Benefits Of AR In Marketing

What are some advantages of using AR in your marketing efforts?

First, it allows for an interactive and immersive experience for your customers—and as you know, we live in a world where customers love experiences. AR allows customers to interact with products and services virtually, which enhances brand engagement, awareness and recall. A memorable AR experience is likely to stick in the minds of your customers better.

Next, the most important metric: sales. What if your customers could preview your product or service? This would improve purchase confidence. There are many studies showing this drives higher conversion rates.

Finally, think about the viral marketing potential. Most businesses have not joined this wave of marketing. You could have a first-mover advantage. Fun and useful AR experiences are more likely to be shared by customers on social media, bringing you more free attention and media.

Need some industry ideas?

Local Retailers

AR's main use in marketing is showing products in the real world. It lets consumers see them before buying. Companies like Ikea are already doing this—you can pull out your smartphone, select the product you are looking at, and place it in your room. From there, you can click once and order it.

As a local retailer, you can use the same technology and deliver the same experience. This can also apply to a clothing store. AR enables a virtual try-on. It reduces the uncertainty of online shopping and might cut return rates. Customers can try an item on virtually and head into your store an hour later to pick it up. At the retail shop, you could add AR mirrors, which let customers try on clothing or makeup virtually while there. This takes the traditional try-before-you-buy model to a new level, adding convenience and fun. How many shades of lipstick would you try if you did not have to apply it?

Restaurants

One of the least enjoyable parts of the restaurant experience is waiting. Why not gamify the waiting area? Patrons can enter an immersive game by scanning a QR code. The game could highlight the local area, with quizzes and interactive challenges. These would be entertaining—and take place before guests even take their seats.

The possibilities are endless.

Implementing AR

Here are some tips to put AR into practice in your business.

• Understand your audience. Research how your target customers use technology. Tailor your AR experiences to fit their comfort levels.
• Start small and scale. Pilot your AR initiative with a single feature or campaign. Measure its effect and customer response. Then, scale it to other areas of your business.
• Optimize for smartphones. Optimize AR experiences for mobile. Keep in mind the visuals. The graphics need to look good. To prevent buyer's remorse, you need accurate 3D models. They must be visually appealing.
• Market the AR experience. Find ways to add these efforts to your wider marketing strategy and campaigns. For example, you could use your current social media efforts, email list, videos and paid traffic to promote new AR experiences and help drive awareness and engagement. Throughout, be sure to measure performance from interactions and sentiment. Also, measure it from conversions and shares.

In summary, this is the time to strike. AR adoption is growing as the tech and content improve. AR enables innovative, interactive marketing for businesses of all shapes and sizes. No longer do you need to be a Fortune 500 company to invest in this technology and marketing. Pick a campaign, test it out, track it, and watch the engagement and sales come in!