The consumer of today demands an interactive experience. Not only that, the experience needs to be tailored to the needs of the individual customer. Because of this, virtual and augmented reality technology is on the rise, and the industry is expected to grow even further. As more and more people get on board with the technology, the more developments are made, and the more possibilities open up, especially on mobile devices.
When creating these experiences, however, marketers need to have a good understanding of the wants and needs of their customers. Without this, what they create will annoy, not immerse. And all it takes is one bad experience, and your relationship with a customer can be ruined, so it needs to be right first time.
One of the key things to remember is that you don’t want to use AR tech for the sake of it.
Don’t try to sell and experience on the strength of the technology, because no matter how advanced it may be, if the content isn’t good enough, then people will ignore it. Using AR won’t make a boring experience engaging, it will turn people away and make it just as hard to get your message across as if you weren’t using augmented reality.
Done right though, an AR experience can can convince consumers that they are making their purchases on a deeper level, keeping them engaged and enthralled as they virtually try your product before purchasing. It also allows all this to be achieved in real time, wherever the customer might be, which is vital. All of this means that, when done correctly, you allow your customers to build a deeper relationship with your brand than ever before.
One of the things that AR can do, that perhaps other marketing technology cannot, is quickly build an emotional connection between your audience and your brand. It can bring stories to life, and combined with the tailored experience, this generates within your customers an emotional reaction that is difficult to mimic without the technology. But again, the content is key. When a customer takes the time to interact with your brand, they want the relationship created to be real. If they suspect it is superficial, then you will never create the connection you desire. AR used incorrectly can feel gimmicky, and if a customer feels as though they are being duped by complex technology masking low quality content, then they are unlikely to feel valued, and therefore, unlikely to use your service or buy your product.
AR allows for a relationship to develop that is unlike anything that previous marketing technology would allow for, but, like earlier tech, must be used in conjunction with great content. Without this, then the experience will be ineffective, whatever the format.