Augmented reality is no longer the new kid on the block and not just a nice thing to have. AR is a powerful tool that, when integrated into your marketing strategy, can help drive sales, increase engagement, and maximize budgets. From tracking consumer behavior to making deeper emotional connections, we’ve identified 6 AR opportunities that will help you take your 2022 strategy to the next level.
- The death of the cookie
- Defending sustainability
- Contactless retail
- Improving ABM with augmented reality
- Large-scale customization
- Leverage the mobile web
1. The death of the cookie
With Google’s planned elimination of third-party cookies just around the corner and browsers like Safari and Firefox already restrict cookies by default, advertisers and publishers must rethink and build their strategies around a cookie-free diet, and marketers should turn to AR to provide the sustenance they need to deliver better, more impactful marketing in 2022.
Outside of the walled gardens of Meta, Google, and Snap, AR can leverage first-party data from a brand or partner to deliver a truly personalized end-user experience in several different ad formats. What is even more convincing is that in a recent Advertising week report 70% of consumers agree that they are more likely to interact with advertising based on augmented reality than traditional digital ads. As the space landscape evolves and privacy remains at the forefront, AR can be the key component for marketers and advertisers to build their 2022 strategies.
2. Defend sustainability
Now it’s more important than ever for brands to navigate a broader definition of relevance and trust – in a recent Clear Channel and JCDecaux study, two-thirds of consumers say they do not trust brands and 61% say they want more transparency.
And with climate change and the environmental impact of consumerism on the agenda, AR offers marketers the perfect opportunity not only to communicate sustainability messages, but to brands as well. bridging the gap between brand purpose and consumer confidence.
66% of millennials are willing to spend more on sustainable products – but information about a brand’s sustainability is often hard to find and requires a lot of research – a time many consumers cannot afford. (Nielsen 2015)
With AR, brands can transform products, packaging and places into digital channels of discovery, highlighting their sustainability efforts through a modest QR code or simple URL in their digital communications.
3. Contactless retail
Augmented reality and QR code technologies play an important role in contactless retail – contactless shopping experiences.
While things like mobile wallets and tap-to-pay enabled smart cards are hallmarks of the contactless retail category, there is a huge and (rapidly) growing opportunity for brands of use QRs as a frictionless gateway to additional content, elevating the store. the consumer experience and not just the transaction itself.
In the retail aisle, where brands are constantly competing for attention, QRs provide an additional point of differentiation for consumers who are still actively thinking about which product to buy in a given category.
We’re seeing more and more QR codes popping up on packs to help support that and once the hotspot to transport a consumer from physical to digital is there, it’s content. This is where AR takes center stage in helping marketers engage the consumer and tell brand stories in a way no other channel can.
4. Improve ABM with augmented reality
Rightly or wrongly, Account-Based Marketing (ABM) has become the strategy of choice for many of the company’s leading B2B brands. Investment took off in ABM in 2021, with 70% of marketers use ABM (up 15% from 2020) to generate awareness, engage their target accounts and ultimately elicit a response.
But with rising spend comes increased pressure to drive business results – and in 2022, marketers are expected to use AR to make their ABM campaigns more effective. Simply put, AR can drive more engagement across a multitude of channels, as well as greater personalization, by unifying physical (direct mail, events) and digital (display, blog content, email) channels to adapt more immersive experiences to prospects.
AR can make ABM’s physical and digital components more impactful. For example, email campaigns that link to personalized face filters or wearable branded products can make all the difference when it comes to driving attention and clicks.
With AR triggered from a QR code, URL, or embedded directly on site, this compelling and cost-effective solution is one that marketers should seriously think about in 2022.
5. Large-scale customization
Personalization has always been (and will be) a big part of customer-centric marketing, and in 2021 this happens most often on a user’s mobile device, but mobile experiences still lack something special. . Personalization also pays, PwC research found that buyers are willing to pay up to 16% more for personalized experiences, and with AR as part of the marketing mix, marketers can generate more contextually relevant experiences and personalization at scale.
Think interactive, personalized product packaging for the buyer at the time of purchase, or a product unboxing experience where the CEO of the company presents and demonstrates the product on the counter in front of the consumer in 3D.
The need for greater personalization will only increase, and marketers can use AR to drive personalization at scale, throughout the customer journey.
6. Leverage the mobile web
Mobile traffic reached 55% of all global web traffic in 2021, and in 2022, this trend is expected to continue. Marketers don’t need to be convinced when prioritizing their websites for the mobile opportunity, however, in the experience economy, buyers are looking for more. According to a Forrester Report61% of American adults say that they are unlikely to return to a website that does not provide a satisfactory experience, no matter how good a product is.
WebAR offers marketers an unparalleled opportunity to surprise, delight and educate their website visitors in 2022. Take the example of product visualization, marketers can empower their site visitors to visualize and quickly view their products in the environment they are intended for at the push of a button.
Savvy brands are already doing this with great success.
Shopify recently stated that interactions with products incorporating 3D / AR showed a 94% higher conversion rate than products without. These statistics are both mind-blowing, but also show the huge untapped potential for marketers to leverage WebAR to drive more engagement and increase conversions.
So the stage is set for brands to take advantage of the technology and start integrating WebAR into their mobile sites. If mobile was the second phase of the web then WebAR is the third, now it’s up to you marketers to start thinking about your websites differently and giving your visitors a better, more immersive experience in 2022.
So, whether it’s leveraging the mobile web, communicating your sustainability efforts, or taking your ABM campaigns to the next level, AR holds the key in 2022.