How to Leverage AR in Marketing With Cathy Hackl

What do you consider while you consider augmented actuality?

If you’re something like me, you first considered Snapchat filters, Pokemon Go, or the helpful measuring tape app you’ve in your cellphone.

Augmented actuality (AR) and making use of it to advertising campaigns remains to be a bit of little bit of a thriller. It’s not as widespread as different ways, nevertheless it’s enticing as a result of it creates extra immersive experiences for purchasers. As a marketer, it’s one thing I would like to be taught a bit extra about.

Because of this, Cathy Hackl’s session at Social Media Marketing World 2019 instantly caught my eye. As an AR expertise thought chief and futurist, Cathy was in a position to give perception into how entrepreneurs can weave augmented actuality into the advertising combine. Below, I share the highest takeaways from her session.

Augmented Reality Is for All Areas of Marketing

Augmented actuality isn’t for social media. It isn’t for video, content material, or paid. AR is for all of it. It’s an atmosphere the place we will place our digital content material in our on a regular basis lives. For entrepreneurs, you possibly can shortly see the worth of having the ability to place your content material into your prospects’ actuality. And that worth applies to extra than simply social messages, movies, content material, and so forth.

In truth, Cathy (and different leaders like Mark Zuckerberg) believes AR will revolutionize enterprise the identical means that computer systems and cell telephones have. Too typically, we consider VR and AR as new items of software program. In actuality, they’re spatial computing platforms which might be way more impactful than we give them credit score for.

5 Examples of Adding AR Into Your Marketing Mix

What does AR in advertising appear like? Cathy had some nice examples.

#1 – Packaging

Packing is only a container, proper? With AR, that’s not true. For instance, Cathy made an AR atmosphere that made a field of animal crackers come to life. You might dry the animals off, give them milk, and extra. While it sounds such as you’re simply taking part in together with your meals, you’re having an interactive, immersive, enjoyable expertise with these animal crackers that’s not possible with out AR.

I couldn’t discover a video of Cathy’s animal cracker instance, however right here’s a great one from SIG and W-in-a-Box:

#2 – Visualization

Buying a automobile normally includes simply telling your seller what packages and options you need and those you don’t. But with AR, you possibly can place the automobile in your buyer’s actuality and permit them to design and expertise their new automobiles whereas at dwelling.

It isn’t only for automobiles, both.

Visualization helps inside designers, retailers, outfitters, and so forth. For instance, Victoria Beckham used AR so individuals might “try on” her new sun shades with out buying them. Wayfair is also doing one thing related by permitting prospects to place their merchandise all through their dwelling to see in the event that they’ll like the ultimate look. This helps prospects really feel extra assured about their purchases, making it much less seemingly that they’ll return one thing.

#three – Calculators

AR isn’t all visualization, it will also be extremely practical. For instance, Cathy and You Are Here Labs made a measuring instrument for a concrete firm. To assist save their prospects (contractors) time, they created an AR app that might measure the house of their initiatives and calculate the quantity of concrete they would wish and the place to purchase it. This drastically lowered the measuring time for contractors and lowered friction in the client journey.

#four – Training

The spatial computing of AR and VR permits for the creation of complete environments. And in industries like logistics, this presents a singular alternative for coaching. For instance, UPS created a VR and AR driving atmosphere to practice their new drivers. It was an interactive, enjoyable expertise with low legal responsibility and nice engagement.

#5 – Assistants

“What will the Alexa or Siri of the future look like?” Cathy requested. The reply? Anything we would like.

With AR and VR, manufacturers can remodel their digital assistants or chatbots into digital individuals which might be “present” in actuality. It takes being an assistant or chatbot a number of steps additional, making them bodily manifestations as a substitute of robotic voices or textual content strings.

Reducing Friction

Cathy satisfied me AR is about to turn into very, very huge by proving one factor: AR reduces friction on the client journey. If I’ve realized something throughout my time in advertising, it’s that decreasing friction wants to be a marketer’s (and a enterprise’) No. 1 aim. And AR may help us eradicate that friction with new methods of buying, interacting, visualizing, and extra.

If this piqued your curiosity, too, Cathy shared some free instruments that the place you may get began:

  • Snapchat Lens Studio
  • Spark AR
  • Amazon Sumerian
  • Omnivert 3D Photo Creator
  • Torch AR App

AR and VR have been one in every of our high digital advertising developments for 2019. See the remainder of the record from TopRank CEO, Lee Odden.

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