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Incorporating Augmented Reality (AR) into your brand strategy is not for the faint of heart. Zappar’s Dave Mather breaks down key considerations for marketers interested in AR.
Augmented Reality (AR) is scientifically proven to be more visually engaging, memorable, and elicit an emotional response from users. This is the result that every marketer cares about. But for many, it still feels like a nascent technology, and it’s difficult to master or compare to traditional channels.
For marketers looking to integrate AR into their marketing, here are some tips for delivering more impactful campaigns and demonstrating the value to your business and clients.
Start with a Well-Defined Brief
Before using AR in marketing, start with a well-defined overview. Don’t use AR unless you have a clear reason to use it to achieve your strategic goals. Instead, use email, paid social, video, or another channel you’re more familiar with.
Clearly communicate your simple and related goals to the wider business so they can travel together.
Consider where your audience is
As part of your brief, make sure your target audience is receptive to the technology, understands how to use it, and has access to WiFi or 4G/5G.
Create surveys and conduct user tests to ensure that AR adds value to your audience beyond what your marketing already does. Consider where most of your audience is. This helps us let people know where we can provide AR solutions.
For example, social AR (provided through Instagram, Snap, TikTok, etc.) makes sense if you already have a large following. WebAR (web-based augmented reality) is great when you need the freedom and flexibility to deliver AR across multiple channels. Let your audience know how to deliver.
Choose your channels wisely
With a clearly defined purpose and audience match, AR can be deployed across the marketing mix, from PPC to brand storytelling to product launches. Think of AR as the glue that enhances and binds different campaign channels together, uniting their differences to deliver a more holistic and immersive customer experience.
AR should enhance and complement existing marketing to drive the strategic goals you set. However, if you’re implementing AR for the first time, we recommend choosing a test channel before scaling up.
Examples of marketing channels and objectives
Here are some examples of channels and goals to consider:
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Oh: Drive brand awareness and PR by integrating AR into your existing OOH creatives.
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Email: Increase customer retention and renewal rates through simple, personalized messages from your CEO, co-founder, or brand mascot.
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Packaging: Repeat purchases and social sharing with simple game mechanics
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Social & Live Streams: Build brand awareness for new product launches by integrating AR into your product live streams and adding exclusive offers on Twitch.
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Website: Increase product conversions by adding AR to your website with a simple web embed
Don’t think of AR in terms of a single channel. Marketers tend to think of channels as applied to different stages of the funnel. Or customer loyalty schemes to encourage customer retention. But AR can and should be used across the customer lifecycle.
Think about how AR solutions can be used across touchpoints to increase awareness, aid conversions, and drive retention.
Use a test-and-learn approach
Integrating AR with a testing and learning approach means building a minimally viable product or campaign to get early metrics and feedback from your audience. In other words, we work in a “test, learn, iterate, and improve” cycle.
This could be a simple holographic video in AR emailed to create a more personalized way to showcase your business, product or service.
Make sure you have a framework for internal experiments. At Zappar, we use the 5D’s: Define, Design, Develop, Deploy, and Analyze Data. Choose what you feel most comfortable with and stick to it. This will help your team, insiders, and the wider business understand how far you are in the process and what your inputs are.
How to measure the impact of AR campaigns
Integrating AR into your marketing strategy requires an accurate and understandable way to report and measure the impact of your AR campaigns.
Set success metrics in your brief. These range from more granular metrics like QR code scans to broader business-focused metrics like increased sales, increased brand awareness, and reduced customer churn. Track both quantitative and qualitative metrics. It made customers feel, gave feedback across social channels, and did PR coverage.
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