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Written by: Andrew Erpelding
I’ve often wondered if other marketers look at a product and contemplate how they would position or drive traffic differently; as though marketing teams roam past marketing collateral and understand the way it is positioned and look for improvements. Driving an integrated marketing campaign involves so many different pieces, that marketers have to keep an eye towards new tools to elevate their advantage. The current new tool that is getting tremendous buzz is Augmented Reality advertising.
Augmented Reality is poking a sleeping giant. With a consumer base saturated with smart devices, the ability to engage with an immersive and engaging technology is at our doorstep. Retail is one of the first markets to play this new tech is and has been changing the way marketers engage with their audience. Some of the greatest applications of AR to date occur in the B2C space. This is a logical step for retailers who have droves of printed material and are looking for an engaging way to drive consumers. Augmented Reality advertising not only captures audiences for a longer duration, but also funnels traffic to their web pages, and other campaigns. In this ecosystem, Augmented Reality advertising is bringing print to life and the applications are only growing.
Marketing collateral is only impactful when it is viewed in a set place, and grabs a specific audience. Whether this is done in a coffee shop, mall, or any other brick & mortar, marketing campaigns are useful for only as long they as they have grabbed attention. However, with the function of Augmented Reality advertising, not only does it drive more call to actions, but it can live on a user’s smart device indefinitely in the form of app. GPS, geo-fencing and blue tooth beacons provide levels of sophistication to marketers that are still missing from more traditional forms of integrated marketing campaigns. Augmented Reality is still a shiny new tool in the eyes of most marketing teams. To be utilized effectively, consumers need to look beyond the novelty of this impression technology. Augmented Reality is infinitely customizable and extends the shelf life of digital assets as they can have been moved from physical collateral and then tailored to Augmented Reality content.
The real draw towards implementing Augmented Reality advertising into integrated marketing campaigns is how easy it is to implement an Augmented Reality advertising campaign. The best platforms cater to a range of clients and offer development along with an easy to use Experience Management System (EMS). A distinguishing feature is that instead of a content management system, marketers are creating a new experience for their audience. This feature is important to note as it stresses the importance of using a platform that can deliver seamless integration into an integrated marketing campaign, based on the level of the user experience. Using the EMS, content can be added, updated, or removed with a few mouse clicks. This level of flexibility allows for ease of use, non-dedicated resources, convenience, and simplicity of Augmented Reality delivery.
To see if you’re ready to explore how to utilize Augmented Reality advertising for your integrated marketing campaign, click here. Alternative, read more about how you can use augmented reality in your marketing.