6 Expert Tips to Start Augmented Reality Marketing with WebAR
While AR is all the rage at the moment, you have to choose what works best for you. Learn how to leverage app-less web-based augmented reality technology, delivered through phone browsers, to boost your marketing in 2020!
Not everyone has resources to develop an expensive AR app like that of an IKEA or Pokemon Go.
Your target audience might not be on apps like Snapchat that offer custom branded AR experiences.
So, what is the solution?
Enter web-based augmented reality, popularly known as WebAR.
WebAR allows you to deliver app-less augmented reality experiences on smartphone browsers to your target group. All they need to do is to open the URL on their browser and give camera permissions to see the AR content in their surroundings.
If your brand is already spending heavily on digital advertisements, Web AR offers the quickest way to implement augmented reality marketing in your current strategy without spending tons on app development or relying on third-party apps like Snapchat.
You can trigger AR experiences through simple URLs which can be shared via your current online marketing channels like website, social media, and email.
Most importantly, you can track your AR engagements easily with WebAR in the same way you track your digital engagements with Google Analytics code and standard metrics for social media & email engagements.
So, now the question arises about what to do with this incredible powerful marketing medium at your disposal.
Marketing with Augmented Reality- Think Beyond Gimmicks
Marketing as a discipline has continued to evolve with technology. However, basic principles of engagement remain the same irrespective of the medium. The most important principle for engagement in today's declining attention span is focus on the value addition to your target group.
This is one major pitfall you can encounter as a brand experimenting with AR for the first time. You must focus on building an AR marketing plan that adds value rather than looking gimmicky which often tends to attract us more.
While novelty can build that initial hype or enthusiasm about your brand but unless you are adding value to your target group in some way or not offering an incredible shareable experience, your plan is going to stay mediocre or fail.
We, at WOWSOME, follow a well-defined process that brings together creativity and technology to develop and deliver any immersive solution that is focussed on delivering your brand message in an engaging way to your customers.
Here are few tips if you are thinking of incorporating an AR experience in your marketing strategy based on our experience of over 4 years:
5 Simple Tips to Incorporate Augmented Reality In Your Marketing
1. Keep it simple
Do not try to build another Pokemon Go that does a lot of different things. Let the AR experience be very focused on a single message, and execute it in a way that it wows the audience.
For instance, WWF created a game where the user feeds rhinos and can choose to donate for their cause. A straightforward but effective campaign that lets you experience the joy of giving.
2. Make it useful
AR experiences are fun. But it is not enough for them to be just fun. You need to make it useful for your users as well. If it comes across as gimmicky, you will use their trust. If it is just fun - it will get old. As Harvard Business Review spelled it out in a recent article:
“The real mission for commercial AR is integrating the technology so that it enhances the customer experience — makes it easier, more fun, and more convenient.”
3. Keep the brand image consistent
This is not something unique for AR campaigns, but marketers sometimes forget this ground rule. All your marketing campaigns must stay true to who you are as a brand. The brand image and persona should be consistent across all activities you do to promote yourself. Do not get caught up in what AR can do at the cost of the brand image.
4. Remember the context
In 2011, RedBull ran a campaign in the subways. It relied on scanning a QR code to engage with the brand. It was a huge failure. Reason? They forgot the limitations of the location the campaign was being run at. Subways have poor connectivity, and this translated into poor experience for users who scanned the code.
5. Give proper instructions
When a user experiences AR for the first time - the delight is visible on their faces. But they are not going to navigate their way to this delight by themselves, especially if they are not digital natives and do not find the interaction intuitive. Therefore, you have to make sure to include clear instructions on how they can have the best experience when interacting with you.
The success of Pokemon Go had many brands want to jump on to the AR bandwagon hoping to make something that goes viral. But that, in most cases, is a recipe for disaster. If you are mounting you first AR marketing campaign, here are a few tips you should keep in mind.
6. Design detailed workflows
Remember, as marketers, your job is to create awareness, engagement, and generate leads. AR as a medium offers you a powerful engagement medium. But, you must have well-designed workflows to push your target group down the marketing funnel. With Web-based augmented reality experience, it becomes even easier to implement this workflows to capture the user details and generate well-qualified leads at the end of the experience.