Five ways to boost your marketing strategy with augmented reality

Augmented reality (AR) is a powerful marketing tool. It can drive sales, increase engagement, and maximize budgets by tracking consumer behavior and creating deeper emotional connections. Grace Vassallo, Marketing Manager at Zappar, shares five ways AR can improve your marketing.

Marketing, post-cookies

With Google’s planned elimination of third-party cookies around the corner and browsers like Safari and Firefox already limiting cookies by default, advertisers and publishers must build their strategies around a cookie-free regime. Marketers should turn to augmented reality to provide the sustenance they need to deliver better, more impactful marketing in 2022.

Outside the walled gardens of Meta, Google, and Snap, AR can leverage first-party data from brands and partners, delivering personalized experiences in multiple formats.

In a recent AdWeek report, 70% of consumers agreed that they are more likely to engage with augmented reality-based advertising than traditional digital ads. As the spatial landscape evolves and privacy remains at the forefront, AR can be a key part of marketers’ 2022 strategies.

Champion sustainability

Navigating an expanded definition of relevance and trust is more important than ever for brands. In a recent study by Clear Channel and JCDecaux, two-thirds of consumers say they don’t trust brands and 61% want more transparency.

With climate change and the environmental impact of consumerism firmly on the agenda, AR offers marketers the perfect opportunity to communicate sustainability messages and bridge the gap between brand purpose and reality. consumer confidence.

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 can’t afford.

With augmented reality, brands can transform products, packaging and locations into digital discovery channels, making their sustainability efforts appear via a QR code or simple URL in digital communications.

Take advantage of the mobile web

Mobile traffic grew to 55% of global traffic in 2021. In 2022, this trend is expected to continue. Marketers don’t need convincing when prioritizing their websites for mobile, but in the experience economy, buyers are looking for more. According to Forrester, 61% of American adults say they are unlikely to return to a website that does not provide a satisfying experience, regardless of the quality of a product.

WebAR offers marketers the ability to surprise, delight and educate their website visitors in 2022. Take product visualization; marketers can allow site visitors to quickly see and preview their products in their intended environment with just the press of a button.

Savvy brands are already doing this with great success.

Shopify recently said that interactions with products with 3D/AR included showed a 94% higher conversion rate than products without. These stats 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, more immersive experience.

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.

Improve your ABM strategy

Rightly or wrongly, Account-Based Marketing (ABM) has become the go-to strategy for many enterprise-led B2B brands. Investments in ABM skyrocketed in 2021, with 70% of marketers globally saying they use ABM (up 15% from 2020) to drive awareness, engage target accounts and drive response.

But with increased spending comes increased pressure to drive business results. In 2022, marketers are expected to use AR to make their ABM campaigns more effective. Augmented reality can drive more engagement across all channels, as well as greater personalization, by unifying physical (direct mail, events) and digital (display, blog content, email) channels to tailor experiences more immersive to prospects.

Augmented reality 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.

Large-scale customization

Personalization has always been (and will be) an important part of customer-centric marketing, and in 2022, much of it is happening on mobile devices. Yet mobile experiences still lack something special. Personalization also pays; a PwC study found that buyers 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 relevant experiences and personalization across the large-scale contextual plan.

Think of personalized interactive 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 customization will only increase. Marketers can get ahead of the game by using augmented reality to drive personalization at scale, throughout the customer journey.

William L. Hart