Augmented reality is the ‘new kid on the block’ with SMEs watching its growth and applications in anticipation.
The early adopters are testing out this new marketing tool with gusto and the results, as with most new marketing activities, Augmented Reality the ROI is proving to be pretty impressive.
With this in mind, we have asked Mike Peates, owner of Owow Innovations that provide Augmented Reality solutions for SME’s, to explain what AR is all about and how SMEs can implement it into their marketing strategy.
“When we look at the technology surrounding us and see how far we have come in the last 20 years. The effect it has had on business marketing means we need to take a breath and realise how much easier and cheaper it is to reach our prospects.
However, with every new development, there is the hedonistic ‘must have’ phase. This is where results are better than they were before; a 4% ‘click through rate (CTR)’ is better than the 1% direct mail success.
Then these ‘new’ metrics become the norm, and as marketeers, our thoughts turn to ‘what next?’
How can I improve on that CTR, I want to reach even more people.
The next new marketing tool is here and already being used by large corporates, Augmented Reality (AR). A technology that superimposes a computer-generated image on a user’s view of the real world, thus providing a composite view. The advantage possible to the early adopter will be significant and potentially game-changing. Moreover, it is not just for the big boys, 2017 is going to be the year when SME’s begin to understand the opportunities available to reach more customers and create deeper engagement.
How can my business use Augmented Reality?
By way of example, a simple AR experience can take a person from your flyer to your digital media by scanning it with their mobile. Picture this scenario, you see a poster in the local coffee shop of a new class which interests you. But you are not sure. The post invites you to scan it, and suddenly you are presented with a video demonstrating the class with visual testimonials. It doesn’t have to stop there, this is the followed by on-screen links to book there and then. From being uncertain, you are now a buyer.
As a business, I surely need a big budget for this technology?
AR can be as simple or as budget breaking as you want it to be but one thing is for certain it drive customer interaction. A recent campaign for a major airline saw a 22% engagement figure – this is the next level SME’s are aiming for.
The future for AR in business
Marketing will not be the only use for AR. Combined with new wearable technology it will become the way in which we train and educate our teams. Rather than having manuals, repairs will be carried out with the instructions in front of the operator’s eyes, leaving their hands free to complete the task.
This technology is not the future it is the now for early adopters, and they are the ones who will reap the biggest benefits, and the good news is, it does not have to break the bank.”
So the question is…Are you still happy with 4% CTR?