AUGMENTED REALITY AS A 3D MARKETING TOOL

Augmented reality is one of the key tools of 3D marketing as a completely new direction, which is aimed at meeting the immersive needs of the modern consumer.

Smartphone is an integral part of modern life. With the help of a smartphone, a person communicates, makes purchases, reads, has fun, earns money, etc.

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Augmented reality — lives in a smartphone

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AR helps to involve consumers in immersive contact with the brand in a few clicks, thereby increasing the time of consumer interaction with the brand product by an average of 25–30%.

Let me remind you that 3D marketing is the use of digital content in the creation and promotion of a product. Digital content refers to 2D or 3D graphics that help, entertain and keep the customer’s attention on the product in a simple way.

WHAT IS Augmented Reality ?

Augmented reality is a technology of imposing a 3D object in its real form on the physical space in which a person is located. This 3D object COMPLETES the real world of a person.

When you choosing a new sofa for your living room, it is difficult to imagine from the many pictures on the site how this particular sofa model will look like in your home. With the help of augmented reality in two clicks, the consumer places a realistic model of the sofa in his living room in real form and real size, bypasses it from all sides and considers which fabric texture is best for the sofa to look harmonious with the design of the new curtains.

Previously, AR was perceived by both business and consumers purely as a game. Now it is the most practical 3D marketing tool that allows you to visualize in 3D any product and all its properties within 30 seconds in real time. Immediately involve the consumer, surprise, inspire loyalty and encourage them to get involved in the interaction with the product for its subsequent purchase.

WHAT TASKS DOES Augmented Reality SOLVED as part of a 3D marketing strategy?

1. AR visualizes a real product until the moment of its immediate purchase.
2. AR entertains the consumer and engages in the game, thereby increasing brand loyalty. This works especially well for Generation Z.
3. AR allows you to try on clothes, glasses and other accessories before the actual purchase.
4. AR allows a brand to use a brand ambassador in the form of a digital avatar and send it as a “guest” to each consumer, thereby increasing brand loyalty.
5. AR allows you to create interactive entertainment zones at events — from interactive invitations to stage productions with AR elements.
6. AR recreates historical and cultural objects in 3D for museums and historical halls. This helps visitors to immerse themselves in the atmosphere of antiquity, which no longer physically exists.
7. AR, together with the geotargeting function, helps visitors to navigate large shopping centers or airport halls, showing the way with interactive AR-arrows.
8. AR helps to choose the texture of wallpaper, wall paint color, floor covering during construction and renovation.
9. AR helps to make the arrangement of green spaces of the future landscape design.
10. AR in educational books and magazines perfectly demonstrates the biological structure of the cell, the visualization of the solar system, the chemical combination of atoms and many other educational materials in 3D for schoolchildren and students.

According to the research findings, consumers want options when it comes to shopping, and noted they need to interact with certain products more than others before purchasing. Apparel (35%), shoes (34%), and household furniture (29%) are ones consumers need to visualize/interact with before buying online.

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On YOUTUBE, a person watches video content about a product. IN AUGMENTED REALITY — PERSONALIZED 3D content right ON the product.

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It is important to note that manufacturers of smart devices actively support the simplicity and ease of use of augmented reality by the user at the hardware level. So, with each new update and with each new device, the rendering of 3D objects in augmented reality becomes faster and better, the download speed grows and the possibility of user interaction with objects in AR becomes wider.

AR PROGRAMMING

Programming AR projects is possible by:

✅ Creating AR mobile application.

✅ Creating AR experience through a browser — WEB AR.

✅ Social networks of META and Snapchat AR creating — AR FILTER

The way of programming augmented reality must be chosen based on the strategic objectives of the business that he wants to achieve through the use of AR technologies.

AR MOBILE APPLICATION

If the task is to visualize future real estate in real shape and real size, then a developing company needs to transfer their complex 3D drawings of structures to AR so that the user can open the phone and immerse themselves in their future home. Such an augmented reality project is created by a business for a long time, content is constantly being updated (new houses are uploaded in AR), complex AR experiences are demonstrated with a large number of 3D models and high quality of their textures.

This AR experience is designed not for the mass consumer, but for customers who visit the showroom or sales department of a construction company.

This case needs to be implemented by creating a mobile application for this developing company and, in addition to AR, add additional functions of the catalog, loyalty programs, feedback forms, etc. to this application over time.

WEB AR

A large manufacturer of home appliances has a great online store. The site has beautiful pictures of equipment, a large description of each product, an online consultant in the chat answers questions within 60 seconds. But this is not enough for the immersive consumer. He wants to see how this TV or food processor will look like in his home in real shape and real size.

WEB AR will help with this. A magic AR button is programmed on the company’s website for each product, when clicked, it opens an AR scanner and installs a 3D model of equipment in augmented reality.

This AR experience is designed for the mass consumer, as well as the speed and ease of use of AR. That is why it is important not to force the user to install an additional AR application, but to do everything right on the site in two clicks, integrating the augmented reality function directly on the company’s website.

AR FILTER

It is very important for a brand with a wide audience in social networks to “saturate” its subscribers with interesting content and, of course, constantly work on attracting a new audience. This excellent tool includes the use of AR filters in the popular social networks of the company META and SnapChat. The user will never miss the opportunity to try on a cool AR filter, thereby increasing the conversions of brand page traffic on social networks.

It is very important to note that 3D marketing, through the use of immersive technologies, personalizes the communication between the brand and the consumer as much as possible. 

Based on the analysis, when looking at products for which consumers want a personalized experience, clothing (30%), footwear (30%), home goods (25%) and furniture (19%) are in the lead.

These and other business segments are already in dire need of using immersive technologies in their advertising and marketing activities with the integrated use of the tools that 3D marketing offers.