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.