We have already discussed why most QR campaigns failed in the past and why it is important for the marketers to understand what went wrong in order to avoid similar fate in the future. QR codes are becoming important these days after the advent of augmented reality in retail and marketing segments.
AR technology is becoming more accessible and more number of brands is embracing the technology to promote their products. Augmented reality allows retailers to provide users a better shopping experience by engaging them with more interactive content. Unlike QR codes, this technology is not a means to a brand’s website. The concept is more dynamic resulting in more engaging user experience. AR technology incorporates various other technologies such as location-based technology, image recognition, recommendation technologies, and social components to provide retails with greater brand engagement; thus, enriching consumer and brand relationship.
Brands or marketers who are considering augmented reality as part of their business strategy need to ensure that the content they are using for AR must be relevant to the users. The AR content can range from 2D or 3D imagery to video and even animation with the live environment of the user. Brands need to integrate content that will help their customers to engage with products, if they want to see a real payoff. Besides, the technology provides valuable insights with the help of which retailers can better understand the type of content they need to create to resonate with the user. Based on such information, brands and retailers can tailor their marketing message and efforts for better audience engagement.
In addition, marketers need to integrate mobile commerce in order to utilize augmented reality. Yu don’t want your consumer just to browse, you need an activity an ROI. You want them to buy, track or even share. And integrating mobile commerce does the same by providing a clear call to action.
To measure the success of your augmented reality campaign, you must focus on areas like brand engagement, customer loyalty, re-engagement and call to action. Some of the standalone tools to measure them are recommendations and reviews, social networking, and location-based tools. However, when you integrate these tools with AR technology, they can help you create a new level of customer engagement and re-engagement by providing a more personalized user experience.