How AR + SmartPhones are changing the marketing game

Marketing agencies are often so focused on refining keywords, copy, and calls to action when a majority of our target audience are more drawn to immersive and visual experiences. With technology rapidly advancing, brands now have the tools to adapt and learn what actually engaged potential customers. Google, for example, is looking into evolving to a more visual and immersive web, specifically tapping into smartphone cameras.

Seeing Is Understanding

Whether you’re picking a new colour scheme for your home, or learning about the planets, we use sight as a way of soaking information and understanding. With computer vision and augmented reality (AR), cameras are now a powerful visual tool to help us understand the world around us. 

AR, it seems, has seamlessly integrated into our daily lives. If you’ve ever used apps that used your phone camera to place 3D objects into your space or add special effects to video calls, or selfies, you’ve used AR. 

Google Maps allows you to explore the world around us and even learn about new things. These advancements give a massive opportunity for brands to conceptualise new customer experiences and differentiate themselves from competitors. Mac, for instance, partnered with FameFit by YouTube and launched a YouTube pilot, a way for customers to virtually try on lipstick colours using the smartphone camera.

More Than A Trend

Though AR might look like the newest shiny digital toy to play with, nowadays AR is now more than just adding fun filters to selfies. This technology is making massive impacts on the way people search. “Searching” isn’t just about text input and website suggestions output anymore. Brands are realising this technology can help them gain more traffic. 

MAC’s lipstick try on pilot proves this. The campaign, on average, video viewers spent 45 seconds virtually trying on lipsticks and collectively sampled over 4.3 million shades. Not only did the campaign creator drive virtual lipstick trials, but MAC also saw a 1.81% shop click-through rate. 

Brands can harness this technology to potentially guide customers to the path to purchase and ultimately drive engagement. As Google’s director of product management, Jennifer Lui, says “AR will soon become a universal language on the web. The best part will be seeing how brands push the boundaries to deliver amazing and helpful experiences for consumers.”

Originally posted by the RankingCo team - rankingco.com.au -  Get in contact with us today and see how we can help you grow your business online.