Most large companies use social media for marketing purposes. It helps to convey information to the target audience more easily. In fact, as of 2022, there are nearly 4 billion social media users.
It’s also easier for companies to get feedback from consumers. And product presentations become more visible and reach a wider audience.
Ordinary advertising in social networks is getting pretty boring. And many users do not pay attention to it any longer. Therefore companies were forced to look for unique and innovative solutions to spark the potential consumers’ interest in the product. And the trump card up their sleeve happened to be AR technology.
Augmented reality makes presentations stand out from traditional marketing projects. Advertising, online shopping, and sales become more interactive. There are additional opportunities for the brands, as well as for the consumers. However, the use of AR is also beneficial for social networks, as it expands the range of users.
Let us take a look at how augmented reality technology can help with promotion through social media. In the beginning, though, we’ll discuss some of the advantages offered by using AR.
Advantages of Using AR Technology in Marketing
Experts point out the key advantages of AR in the promotion of goods through social networks:
- it expands the reach of the audience;
- it increases customer engagement;
- it reduces advertising costs;
- it results in fewer product returns.
Social networks today are not only a tool for communication but also a great platform for sales. So large companies are trying to reach as wide an audience as possible. And social networks are the best tool for this purpose.
However, there is already a lot of various content on social networks. Therefore, companies take advantage of augmented reality for the information not to get lost in the general flow and to reach the potential client.
Also, the advertising interactivity engages potential customers to a greater extent. Because of AR, a person spends more time on the web page. This greatly increases the chances that the user will buy something on the website.
Advertising costs for sales through social networks are also reduced. Considering the broad audience that can be reached, the cost is incomparable to any other marketing approach.
When augmented reality technology is used, the client sees a three-dimensional model of the product. Thus, it is possible to get better acquainted with it, examine it from different angles, and understand its real dimensions. This is a good solution that reduces the number of returns. And every returned item is also a cost incurred ( at least from a logistical point of view).
5 Ways to Use Augmented Reality for E-Sales
Speaking of marketing, augmented reality technology has been introduced into it deeper and to a greater extent than ever before. The more AR develops, the more it affects electronic sales.
Many brands are currently investing in augmented reality. Let us explore how it helps companies in e-sales.
1. Virtual Fitting
Virtual fittings have already become a trend among fans of online shopping. Now it is possible to sit on the sofa and see how a dress, shoes, handbag, and various accessories will look on the customer. Yet, the greatest demand is for trying on hats, eyeglasses, and beauty products.
Face tracker technology is the basis of such fitting apps. And one of the leading developers of such technological tools for AR is Banuba.
The potential customers can use augmented reality to project this or that item onto themselves and see whether the item is suitable for them. Moreover, it is often possible to change even the color of the glasses or makeup products.
One of the famous brands that widely uses web-based AR in marketing is Dior. The special application enables customers to see how a certain beauty product will look on their faces. Most of them are hesitant to buy any item without trying it on. Therefore, augmented reality apps help solve this problem. Shopping with AR gives the customer confidence.
There is an advantage in this case for both the customers and the company. The consumers get the product they want, and the brand increases sales.
2. Preview
AR technology is used not only for fitting. Augmented reality makes it possible to buy any kind of household goods, from an ordinary armchair for a living room to a vehicle.
Augmented reality technology helps to visualize an object in a particular environment. For example, a dedicated app enables the buyer to see how the furniture will look in a particular room.
This option has already been offered by the world’s leading brands, such as IKEA, Houzz, and Wayfair. The application enables the user to see a three-dimensional model of the selected chair, sofa, or another piece of furniture. So the client experiences the actual size of the object, its shape, and even small components. And the main advantage of using AR is that the user immediately sees whether the item fits the rest of the interior.
The virtual furniture item can also be easily moved to another location. Furthermore, its color can be also changed. These visualization tools expand the possibilities for your own design solutions. It also helps to make a decision regarding the purchase without outside assistance.
Some companies even use special templates for each style. The user can open a layout with furniture selected by experts for a given interior and desired style with a single tap of the finger.
3. Filters in Social Networks
Augmented reality filters are available on all major social networking apps. They are used for entertainment purposes in most instances. However, branded filters are often on the list as well.
Such a marketing move is aimed at increasing brand awareness. Some filters gain tens or even hundreds of millions of views. Therefore, this kind of distinctive and unobtrusive reminder helps keep the company in mind. In this case, there is a higher probability that the consumer will buy exactly the product of the specified brand when making a choice among similar products. Also, the use of such filters enhances the reputation of the company in the eyes of potential customers.
4. Digital Showrooms
Augmented reality showrooms are the future of e-commerce. This technology is just at the development stage, however, its prospects have already sparked the interest of many large companies.
This solution enables a visitor from any location in the world to visit a particular showroom. At the same time, all goods are presented in the form of 3D models. Nevertheless, customers have the opportunity not only to have a visual experience of the product but also to:
- interact directly with the sales representative;
- ask questions;
- try on goods;
- find out more information than when visiting the company’s official website.
The prospect of using such showrooms with AR technology involves more than just company-consumer interaction. Much more opportunities emerge in B2B sales.
5. Background Change
Background change is one of the most common augmented reality technologies available today. This option is mostly used for photo editing or video communication. This way you can make more engaging content or increase your personal privacy.
However, changing the background is not only used for entertainment or communication purposes. This feature is often used in marketing as well. Many people have probably seen ads on social networks where the main action takes place in the foreground and the background is superimposed by AR.
This utilization of augmented reality can not only save money on advertising but also make the video more attractive and memorable.
Conclusion
The future of social media marketing is definitely in augmented reality technologies. Today, many companies are working to incorporate AR into advertising, sales, communications, and other processes. This solution is still innovative. That is why the appeal of such projects is at a high level. The use of augmented reality helps companies to find customers and also to support their feedback. Furthermore, consumers also benefit from it. Therefore, in the near future, further growth of investment in this promising industry is expected. And given that AR technologies are being actively developed, this will bring marketing in social networks to a completely different level.
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