Over the years, augmented reality (AR) has experienced various waves of both excitement and doubt, and 2024 is no exception.

In assessing its viability for your marketing strategy, it’s crucial to discern its utility.

Here are the key advantages of AR.

Inject existing 2D assets with 3D life 

The primary strength of AR lies in its ability to augment the real world with an additional layer of information, offering a technological enhancement to branded content, marketing materials, and existing inventory. Its accessibility via smartphones, which nearly everyone possesses, further amplifies its effectiveness.

AR allows for innovative approaches, such as using a brand logo as a trigger for AR content to deepen consumer engagement, or enriching print and digital assets with interactive elements, thereby transforming 2D material into immersive 3D experiences.

However, the challenge lies in ensuring that the AR experience is compelling enough for consumers to justify their engagement. While some AR marketing campaigns have utilized scanning features to convey brand stories, the critical question remains: do consumers genuinely care?

This dilemma highlights the importance of discernment. Just because AR can enhance existing 2D assets doesn’t automatically warrant its implementation. Thus, businesses must employ discerning filters to evaluate whether integrating AR into their marketing efforts is truly worthwhile.

The visualisation of complex concepts

If your product boasts impressive technical features but appears unassuming from the outside, or if you’re addressing a complex problem that’s best understood through visual demonstration, or if your offering resolves an existing challenge, then integrating augmented reality (AR) into your marketing strategy could be highly beneficial.

AR’s greatest asset lies in its capacity to educate users by leveraging 3D models to illustrate concepts that are otherwise difficult to grasp. Take, for instance, an air conditioning unit with advanced technology that not only cools but also purifies the air. Through AR, users can virtually place the unit in their home or office and witness its appearance. They can then activate a 3D AR animation to visualize how the unit alters room temperature while enhancing air quality through its unique purification system.

By experiencing the product in their environment and observing its distinctive features, users gain a deeper comprehension of its value. While traditional methods like videos can convey information, they lack the immersive quality of placing a 3D model in one’s space and witnessing firsthand how it can enhance their environment. AR offers a more engaging and informative way to showcase the benefits of your product or service, ultimately enhancing consumer understanding and appreciation.

AR is Playful

AR not only facilitates the visualization of complex ideas but also adds an interactive and enjoyable dimension to the user experience. The ability to place virtual objects into real-world environments brings a sense of delight and captivates people’s attention.

Imagine content hovering on your desk, dynamically transforming to convey information, and altering your perception of the world around you. This interactive element creates an engaging experience that resonates with users.

At Start Beyond, we’ve leveraged AR to develop interactive content that allows users to explore the inner workings of a product, helping them grasp its functionality and value. Moreover, we’ve transformed standard videos into captivating 3D AR assets, injecting vitality and interest into content that struggled to gain traction. The novelty of the format, coupled with the charm of animated characters like Princess Leia, effectively communicates the product story to consumers.

Furthermore, we’ve incorporated AR gameplay into marketing strategies, turning the core service of a technology company, such as online security, into an immersive experience. For instance, we developed an AR game where users combat a relentless onslaught of bots attacking the system. This innovative approach not only sets the business apart from competitors but also serves as a platform to educate consumers about the key features of its product.

In summary, AR offers a versatile and engaging tool for enhancing marketing strategies, whether through interactive content, 3D animations, or gamified experiences, ultimately creating memorable and impactful interactions with consumers.

The long tail with AR

People are constantly seeking ways to optimize the value of their assets, and augmented reality (AR) is no exception. The 3D models initially designed for AR experiences can also be adapted into 2D-friendly formats and utilized across various digital platforms, including websites and social media channels. Although they may not deliver the same level of impact as in their original AR form, repurposing these assets for traditional media still offers significant value.

Use now a build for the future

The prevalence of augmented reality (AR) is poised to continue growing, fueled by advancements in Web AR assets, the increasing capabilities of mobile devices, and consumers’ desire for more engaging experiences compared to passive 2D media formats. As mainstream adoption of AR expands, understanding its strengths and integrating it effectively into your products and services becomes crucial.

AR serves as a potent touchpoint for consumers when incorporated into your broader marketing strategy. While it may not single-handedly address all your needs, when deployed strategically, it can cut through the clutter and offer users an enjoyable and educational experience that enhances their understanding and appreciation of your product, ultimately driving growth.

When considering whether to utilize AR, ask yourself these questions:

• Are the unique selling points of my product difficult for consumers to grasp?
• Would showcasing my product in a virtual setting enhance its appeal and marketability?
• Are my existing 2D assets failing to capture attention?

If you answer yes to any of these questions, it’s worth exploring how AR could benefit your brand both now and in the future. By leveraging AR effectively, you can create compelling experiences that resonate with consumers and contribute to your overall marketing success.