AR : Bringing Marketing to a Whole New Level
Craig Petronella, Healthtech & Legal Compliance Expert
Big-tech companies are constantly moving closer to putting virtual reality (VR) and augmented reality (AR) devices into the hands of everyday consumers. Most AR products are currently used for gaming applications, but technology experts estimate over a billion new AR users by 2021. That’s a huge cache of untapped marketing potential, and NOW is the time to start planning your strategy.
Perhaps one of the greatest perks to AR is the ability for consumers to try before they buy, without incurring shipping and/or return costs. One perfect example is Amazon. Using the AR Amazon app, consumers are actually able to “place” items they are considering for purchase in their home, allowing them to fully visualize what it will look like once purchased. Size, color, shape. Consumers can then purchase exactly what they want.
The cosmetics industry is another fantastic example of AR applications. Self-modeling of makeup is imperative to cosmetics consumers needing to match skin tones, colors, or particular styles. Well-known brands like Sephora and L’Oreal have created augmented reality partnerships that let their customers see how different cosmetics would look on them digitally.
Another industry that shows potential for AR stardom is touring, travel, and mapping. Imagine being able to “step” into your stateroom before booking a cruise to see if it meets your needs. Walking in to a strange hospital, business, or mall and being able to follow a 3D map to your destination. StubHub created a 3D display of a stadium for a Superbowl so fans could see their exact view from various seats. Own a Mercedes? Mercedes owners can ask an AI assistant with an augmented reality interface a slew of questions regarding their vehicle.
Think of the marketing strength of an application that allows your consumers to see a 360-degree look at your product. Or even take that a step further where the consumer can interact with your product directly, as a whole or even its parts, in various situations, with various modifications. Imagine being able to show a physician exactly how your new angioplasty catheter works on a “real” patient on a “real” table without the patient risk. Or having a client say they felt your product was the wrong color, and you are instantly able to tweak the design to their preference. Or being able to show a client exactly what your weight loss program will do to their appearance if they stay the course.
AR allows the consumers to have a fully immersive experience that is tailored to your specific product. The question is not “how” will you incorporate AR into your marketing strategy… but “when”.