AR will be a vital component in the future of marketing — particularly location-based marketing.
The potential for marketers here is huge. These are just a few of the ways you can use augmented reality in your next marketing campaign:
Sponsored Locations: Games and apps can now include sponsored locations. That is, advertisers can pay to be featured or spotlighted in some way. This might mean having visitors watch a video when they arrive at a particular location or overlaying data that proves the value of your product or service.
User-Location Tracking: Apps and other AR interfaces are already tracking user locations in real time. This helps them optimize their ad-targeting approach to ensure their messaging only appears when a potential customer is nearby. For instance, perhaps you’re selling designer footwear. You can make sure that your ads will only appear to people who have visited 3+ designer footwear stores in the last month.
Getting to Know Your Customers: Data can help marketers get to know their customers with in-depth detail. This can help them ensure that the content of their marketing campaign is all the more personalized. With the data provided to them by AR interfaces, marketers can better choose the design style, tone, and color palette that is most appealing to a specific subset of their audience.
Brick-and-Mortar Visits: AR encourages users to visit real-world destinations and interact with them in an exciting new way. It’s a great way to get people to visit a brick-and-mortar store or other physical location relevant to your brand or service. And the great thing about AR is that people will travel quite far to interact with your brand if you create worthwhile and buzzworthy content. Even if what they’re interacting with is an advertisement, users are enthralled with this technology and how personalized it feels — so they’re more willing to stick around and hear what you have to say.
Striving For Quality In AR
The glitz and glamor of AR doesn’t necessarily mean that marketers should rush to publish any content they can manage to produce. For instance, with the exploding popularity of infographics came a flood of poorly made, low-quality designs. While these drove traffic for a while, consumers eventually caught on: they didn’t want to engage with just any infographic.
They were looking for quality visuals, custom designs, and content that they felt was curated especially for them.
The same holds true for AR. Today’s consumers are highly discerning and are easily put off by sloppily created content.
AR calls for highly personalized, targeted content. If the content in question feels generic and ambiguous, rather than something made especially for a particular location or audience, then consumers will pass it by in search of something better.
It’s time to make augmented reality a part of your content marketing toolbox. Aim for quality, custom-made content, and you’re sure to reach audiences in a whole new way.