Redefining Digital Marketing Through Augmented Reality
Tony Stark, aka Iron Man, has consistently pushed the boundaries of what is technologically possible in the Marvel cinematic universe. Whether that is the arc reactor that powers his suit or creating arch-nemesis Ultron, an artificial intelligence villain that nearly destroyed Earth. While much of that futuristic technology will likely stay on the silver screen for now, the augmented reality used in Iron Man’s suit is getting closer to no longer being fiction anymore.
While Stark technology may not necessarily exist in our universe, augmented reality is readily being implemented today by businesses around the world. By blending digital experiences into the physical world, customers are immersed into an interactive environment that builds stronger brand engagement and deeper emotional connections.
The prospects of advertising in augmented reality provides unparalleled possibilities for businesses to personalize and optimize their message. It’s important for brands and agencies to not overlook the importance of experimenting with future-forward technologies, even though applications of this technology are continuing to develop.
Forward thinking companies understand the urgency of figuring out how to capitalize on this technology that is likely to redefine what it means to advertise in the future. Leveraging augmented reality means businesses can add dimensions of personalization that have never been seen before. The possibilities are endless.
Imagine a newlywed couple moving into their first home together. One of the first items on their seemingly neverending to do list is to buy new furniture. Normally you’d expect them to schlep down to IKEA, navigate through the labyrinth of aisles while dodging screaming babies, find their chosen furniture in the warehouse, and then build it at home. All this before they even know if it will look good or fit in their new home.
Rather than going through that onerous process or spend thousands of dollars hiring a home designer, the newlyweds can take full creative control over how their house looks with Wayfair’s augmented reality technology. WayfairView allows them to easily see on their phone or tablet how a sofa would look in the living room or a dresser in the bedroom. In addition to helping with visualization, WayfairView can monetize by cross-selling complementary pieces to complete the look and feel of the space.
Augmented reality’s impact on the clothing retail industry will be game-changing. Take for example, a young woman looking to try Macy’s latest autumn fashion trends. A normal visit would entail browsing through floors filled with wall to wall racks of clothing and multiple trips to the dressing room to find the right design, color and size.
Topshop has introduced the augmented reality concept as a virtual dressing room. This allows shoppers to try on a variety of different clothings with a simple wave of the hand. The device also informs the customer of the quantity available in store.
The advent of smart home devices such as Amazon’s Echo Look, a hands-free camera style assistant, means that soon the online retail experience could be taken to a whole new level. Customers will enjoy seeing how the latest trends look on them, through augmented reality, from the comfort and privacy of their home. It also facilitates customer engagement outside the store, instilling deeper emotional connections and ultimately driving more online purchases.
It’s exciting to imagine the possibilities of how augmented reality will shape and impact our future, both within marketing and throughout our normal day-to-day lives. It’s more important now than ever for digital marketers to start planning for this emerging trend to ensure their businesses continues to be innovative and ahead of the competition. The prospects of augmented reality are limitless, and there is no doubt the most inventive and progressive companies will continue using it to push the boundaries of digital marketing.
And most people haven’t even started pondering all the cool advertising use cases yet.