Augmented Reality is becoming an extremely effective tool in providing consumers with near-real, interactive product experiences. This festive season, it’s all the more important for brands to embrace AR-based marketing campaigns to avoid the risk of falling behind.
Despite the pandemic, consumer outlook for the festive season remains positive. Estimates suggest consumers will spend INR 15,000 on average in shopping, with a majority planning to increase their spending from last year. With digital adoption getting stronger, mobile remains the primary channel to learn, explore, and buy products ranging from apparel to electronics and furniture.
While we are in the early weeks of the 2020 festive season, it’s imperative that brands and retailers need to innovate than ever before. Augmented Reality (AR) provides the perfect opportunity and fits well into the overall digital marketing strategy of brands looking to capitalize on the biggest shopping season. The technology that was on the border of digital marketing gamut is now becoming a mainstream medium for delivering product experiences. From virtual try-on, product augmentation to experiences designed to drive customers into physical stores, marketers can use AR in numerous creative ways.
We’ve listed down a few ways to help marketers and brands identity, understand, engage, and acquire customers this festive season with AR.
Content marketing for consumer awareness
More than 85% of consumers do extensive research before buying a product. Brands can gain consumer mindshare by making customers explore the product in 360o & 3D along with offering customization options.
Cut the usual media clutter
Creative visual simulations and interactions through virtual try-on can help brands earn the customer’s mindshare they try to gain. Also, a stand-out creative innovation can help brands boost customer engagement and brand recall.
Build creative and sharp communication strategies for digital platforms
The new normal has changed consumer perspectives and demands new values such as safety, security, and health. Brands should create interactive content and capture these evolving preferences using AR, and shape their interactions to target custom audiences using the right media.
Capture purchase intention using shoppable XR advertising
Customer-brand interaction is a vital component of the Extended Reality (XR) experience. Brands and retailers should leverage immersive and interactive ads to capture purchase intention for both online and in-store shopping.
The digital medium, powered with XR, offers an incredible opportunity for marketers to connect and engage with consumers. Brands need to build a broad XR marketing strategy to address the growing and changing consumer needs in a creative, impressive, and seamless manner.
XR in the Marketing Mix
Adding a virtual personal touch can help brands to build deeper connections with shoppers by offering valuable experience in tangible ways. Brands and retailers need to consider investing in ads and marketing campaigns with compelling visuals and creative storytelling to reach consumers and increase brand awareness. AR experience can drive purchase decisions, record a 4X leap in engagement, increase conversions especially for those who create a personal connection with consumer values.
To expand the consumer base, retain customer loyalty, and attract new customers, brands and retailers should go beyond traditional marketing and explore innovative and immersive solutions to give customers a memorable experience.
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