Increased Engagement Through Interactivity
Unlike static ads or one-way content, AR allows customers to actively engage with branded experiences by manipulating 3D objects, exploring environments, and more. This interactivity leads to higher engagement and viral sharing potential. Games and quizzes with AR elements also increase time-on-site.
Personalized Experiences
AR content can be tailored to individuals’ preferences, environments, and data. For example, an AR makeup app lets users virtually try on products customized to their skin tone. Spatial data means the experience adapts seamlessly to users' surroundings.
Valuable Customer Insights
AR interactions generate a wealth of data about customers' behaviors, interests, environments, and more. Analyzing this data yields valuable consumer insights to further refine marketing strategies.
Memorable and Shareable Moments
Immersive AR experiences like an interactive concert or scavenger hunt create moments customers won’t forget. By evoking emotions and excitement, AR drives brand affinity and gives customers content worth sharing across social media.
However, AR marketing also comes with challenges in these early days:
Consumer Awareness Still Developing
Despite growing AR adoption in retail and gaming, many consumers are still unaware of the technology’s marketing applications. Educating customers about interacting with AR experiences is key.
Unreliable Technology
While the quality of AR experiences is rapidly improving, technical glitches like inaccurate overlays or faulty object recognition still occur. Brands must thoroughly test AR activations to avoid turning off users.
Difficulty Measuring ROI
Marketers are still working to develop reliable ROI metrics for AR based on engagement time, conversions driven, data collected, and more. Quantifying value continues to be a hurdle.
Limited Use Cases
Outside of product visualization in ecommerce and retail, proven use cases are limited. Brands looking to innovate with AR need to brainstorm fresh applications instead of repurposing existing ones.
The potential of AR marketing is truly limitless. As the technology matures and consumers become more accustomed to augmented experiences, it will redefine brand engagement across industries. Marketers who leverage AR thoughtfully will gain a competitive advantage and invaluable customer insights. While still early days, the stage is set for AR to revolutionize marketing in the years ahead.
