Study suggests Augmented Reality helps in producing inspirational content for brands

Companies adopting Augmented Reality Marketing to interact with customers has become a common phenomenon. It is a strategic concept which uses Augmented Reality in combination with other types of media. Together they demonstrate, put forth and articulate consumer benefits in order to achieve organizational goals.

Based on a latest BCG study, several companies are exploring the wide array of AR possibilities. However, in order to use AR as a marketing strategy, one needs to be adept with the main working of the AR and how it influences major business goals.

Based on findings of a study conducted by researchers from Universität der Bundeswehr München, Germany, Grand Valley State University and University of Texas, it was found that strong brands can benefit increasingly from inspiring AR content. Secondly, the marketing content needs to trigger consumer’s imagination, in addition to working as an inspiration. Thirdly, experts suggest, when assessing the effectiveness of AR apps, one should rely on traditional star ratings.  These crucial goals can be achieved by investing in professionally developed Apps which create realistic augmentation of the real world.

For the study, researchers evaluated consumers evaluation before and after their app use and also tried to understand the improvements in brand attitude. Results suggested that AR led to improvements among 40% of participants. The key to success according to the study was that AR provides inspirational content.

The findings of the study were published in the Journal of Retailing and Consumer Services.

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Shreyas Tanna

Shreyas Tanna

The winner of the title Mr. Pune 2009, Mr. Shreyas Tanna is currently the young, dashing, and dynamic CEO of a market research company called ResearchNReports in Pune. Fondly known as RNR, the company specializes in market research as well as industry analysis, and is closely associated with its parent company Absolute Market Insights (AMI). Mr. Shreyas Tanna began his corporate journey as the Head of Corporate sales & PR at RED Entertainment while pursuing his degree for MMS (Marketing) from the MGM College of Management, Mumbai. After accomplishing the tedious task of balancing his work and education, he further polished his skills in Corporate Sales, Public Relations, Channel Development, Global Client Engagement, Strategic Consulting, and Brand Development by working with HDFC Life and Researchmoz Global Pvt. Ltd. His dedication towards his work has even won him accolades such as the National Level Performer 2013 – HDFC Life and Mr. Research Moz 2015. A disciplined individual with a loving heart, he is often seen taking crisp walks with an engrossed look and a gentle smile within the premises of his company to interact with the various departments. And he will be usually followed by an adorable trail of his beloved trio of Shih Tzu babies proudly known as Gucci, Drake, and Paris. The most enticing thing that you will notice about this content and proud pet parent is his infectious positivity and the firm belief in his eyes, a reflection of his favorite quote, “LIFE IS BEAUTIFUL!”