6 Ways AR Can Improve Your Marketing Strategy in 2022
Augmented reality is no longer the new kid on the block and not just a pleasure to have. Augmented reality is a powerful tool that, when incorporated into your marketing strategy, can help you drive sales, increase engagement, and maximize budgets. From tracking consumer behavior to creating deeper emotional connections, we’ve identified 6 AR opportunities that will help you take your 2022 strategy to the next level.
- The death of the cookie
- Champion sustainability
- Contactless retail
- Improving ABM with Augmented Reality
- Large-scale customization
- Take advantage of the mobile web
1. The death of the cookie
With Planned destruction by Google of third-party cookies just around the corner and browsers like Safari and Firefox already restrict cookies by default, advertisers and publishers need to rethink and build their strategies around a cookie-free regime, and marketers should face reality augmented to provide the nourishment they need to deliver better, more impactful marketing in 2022.
Outside the walled gardens of Meta, Google, and Snap, AR can leverage a brand or partner’s first-party data to deliver a truly personalized end-user experience across several different ad formats. What is even more convincing is that in a recent AdWeek report 70% of consumers agree they are more likely to engage with augmented reality-based advertising than traditional digital ads. As the spatial landscape evolves and privacy remains front and center, AR can be the key element for marketers and advertisers to build their 2022 strategies around.
2. Champion sustainability
It’s now more important than ever for brands to navigate an expanded definition of relevance and trust – in a recent Clear Channel and JCDecaux studytwo-thirds of consumers say they don’t trust brands and 61% say they want more transparency.
And with climate change and the environmental impact of consumerism firmly on the agenda, AR provides the perfect opportunity for marketers not only to communicate sustainability messages, but also for brands to bridging the gap between brand purpose and consumer trust.
66% of millennials are willing to spend more on sustainable products – but information about a brand’s sustainability is often hard to come by and requires a lot of research – time that many consumers cannot afford. (Nielsen 2015)
With augmented reality, brands can transform products, packaging and locations into digital discovery channels, making their sustainability efforts appear via a humble QR code or simple URL in their digital communications.
3. Contactless retail
Augmented reality and QR code technologies are playing a huge role in contactless retail – contactless shopping experiences.
While things like mobile wallets and tap-to-pay enabled smart cards are hallmarks of the contactless retail category, there is a huge and (rapidly) growing opportunity for brands to use the QR as a frictionless gateway to additional content, elevating the in-store consumer experience and not just the transaction itself.
In the retail aisle, where brands are constantly vying for attention, QRs provide an additional point of differentiation for consumers who are still actively considering which product to buy in a given category – we call this “brokenness”. ‘equal in radius’.
We are seeing more and more QR codes appearing on packs to help support this and once the access point to transport a consumer from physical to digital is there, it is content. This is where AR takes center stage to help marketers engage the consumer and tell brand stories in a way that no other channel can.
4. Improving ABM with Augmented Reality
Rightly or wrongly, ABM (Account-Based Marketing) has become the go-to strategy for many corporate B2B brands. Investments soared in ABM in 2021, with 70% of marketers say they use ABM (up 15% from 2020) to drive awareness, engage their target accounts, and ultimately drive response.
But with increased spending comes increased pressure to drive business results – and in 2022, marketers are set to use AR to make their ABM campaigns more effective. Simply put, AR can drive more engagement across a multitude of channels, as well as greater personalization, by unifying physical (direct mail, events) and digital (display, blog content, email) channels to adapt more immersive experiences to prospects.
AR can make the physical and digital components of ABM more impactful. For example, email campaigns tied to custom face filters or wearable branded products can make all the difference when it comes to generating attention and clicks.
With AR triggered from a QR code, URL, or embedded directly on-site, this attractive and cost-effective solution is one marketers should seriously consider in 2022.
5. Large-scale customization
Personalization has always been (and will be) an important part of customer-centric marketing, and in 2021 it most often happens on a user’s mobile device, but mobile experiences still lack that special something. . Personalization also pays, research by PwC found that shoppers are willing to pay up to 16% more for personalized experiences and with augmented reality as part of the marketing mix, marketers can drive more contextual experiences and personalization at scale.
Think interactive, personalized product packaging for the shopper at the point of purchase or a product unboxing experience where the CEO of the company presents and demonstrates the product on the counter in front of the consumer in 3D.
The need for greater personalization will only increase, and marketers can move forward with the use of augmented reality to drive personalization at scale, throughout the customer journey.
6. Take advantage of the mobile web
Mobile traffic grew to 55% of all global web traffic in 2021, and in 2022, this trend is expected to continue. Marketers don’t need convincing when prioritizing their websites for the mobile opportunity, however, in the experience economy, buyers are looking for more. According to a Forrester report61% of American adults say they are unlikely to return to a website that does not provide a satisfying experience, regardless of the quality of the product.
WebAR offers an unparalleled opportunity for marketers to surprise, delight and educate their website visitors in 2022. Take product visualization as an example, marketers can enable their site visitors to view and to quickly view their products in their intended environment at the touch of a button.
Savvy brands are already doing this with great success.
Shopify recently said that interactions with products incorporating 3D/AR showed a 94% higher conversion rate than products without. These stats are both mind-boggling, but also show the huge untapped potential for marketers to leverage WebAR to drive more engagement and increase conversions.
So the stage is set for brands to take advantage of the technology and start incorporating WebAR into their mobile sites. If mobile was the second phase of the web, then WebAR is the third, now it’s up to you marketers to start rethinking your websites and giving your visitors a better and more immersive experience in 2022.
Whether it’s leveraging the mobile web, communicating your sustainability efforts, or taking your ABM campaigns to the next level, augmented reality holds the key in 2022.