Is Augmented Reality right for your brand?

Is Augmented Reality right for your brand?

MARKETING NEWS

Adapted from iMediaConnection.com - Aug 5th 2011, 08:56

Augmented reality (or "AR," is it?) is the next "it" when it comes to marketing. Big time players like BMW, Ben & Jerry's Ray-Ban, and eBay -- and even those without a "B" in their name, such as Audi -- are jumping on the augmented reality bandwagon.  

And rightly so. Augmented reality is truly amazing and offers a heretofore unimaginable opportunity for marketers to allow consumers the chance to "try on" and "test drive" their products -- all from the comforts of their PC or smartphone, and even their car windshields. It's technically been around since the '90s, but nothing to this extent.

But before marketers go rearranging budgets and robbing from Peter (traditional digital) to pay for Paul (AR), a few words to the wise are in order.

Be mindful of your audience:
Marketers must never lose of sight of their target audience. If you're marketing a product, service, or ware and your target demographic is not one that is prone to using technology (e.g., PCs, smartphones, iPads), then you might want to bypass the glitzy, shiny AR campaign. Remember, there are still quite a few folks (consumers) who don't use their cell phone/smartphone or PC the way the rest of us digitally-crazed beings do.

There's nothing like the real thing:
These aforementioned folks are the same ones who actually still prefer going to a mall or store to try on a pair of shoes or a new shirt or take a real test drive in a real car. You want to have an AR campaign or app to help promote your brand? Awesome -- go for it. But don't forget to have that "other" option ready to for when your customer walks through your door and wants to "kick the tires" -- literally.

Don't go all in
You've read all about AR. You see your competitors using it, and being successful at it as well. Everyone's telling you that you need AR and that you need it now. The heck with other digital media, you're ready to put a big chunk of your marketing budget behind AR. In a word: Don't. Augmented reality is no different than any other marketing medium. It needs to be tested first. Then, and only then, it needs to be integrated and woven seamlessly into your overall marketing strategy.

It's a great time to be a marketer, what with all the new tools in the tool box -- especially AR. But just like that new whatcha-ma-call-it and thing-a-ma-bob you just bought, you first need to learn how to use it.

Here are some examples of ways AR can benefit all marketers.

Try it on for size:
Augmented reality allows your customers and prospective customers to experience your products and services hands-on, and they don't even have to come into a store to do it! They can do it all from the comfort of their home.

Bring good things to life
You or your client may have a stylish new brochure that's printed on glossy paper Imagine how off-the-charts it would look if this brochure came to life --literally.

These are just a few of the many ways AR can be used by marketers, advertisers, and essentially the entire free world.