Augmented reality has the power to transform the way consumers interact with brands. According to Havas New York’s Chief Creative Officer, Harry Bernstein, “A screen was a barrier between you and an experience, and now AR breaks that barrier.” With current technological advances, AR has never been more accessible and easy to use for brands as it is today, giving us a new and exciting chance to execute new and more creative brand strategies that will captivate our audiences. If you’re considering incorporating AR into your strategy, here are Forbes top 5 recommendations.
As with any new technology or strategy, it’s important to consider that, at first, it will be necessary to experiment in order to determine what is the best way to execute a project according to your audiences’ and public’s needs. In an industry where trends and best practices constantly come and go, it’s important to be able to quickly adjust our strategies. The trick here is to know how to listen, whether its listening to the public through social listening tools or listening through data, it’s necessary to be up to date and involved in the conversations surrounding your consumer in order to remain relevant.
Do things with intent:
If you’re looking to incorporate a new technology into your strategy such as AR, it’s important to do so with a clear vision in mind and intent. It’s not the same to focus on a tactic, than to focus on an idea, as Forbes explains. A complete idea will hold a specific use or purpose that is aligned with your brand, while focusing on the tactic itself will only create noise for your audiences. Forbes recommends to always ask what value a new technology will bring to your strategy.
Don’t discard new ways of measuring ROI:
Data is gold for marketers. Through data we are able to determine what strategies work and which ones aren’t worth investing in. But in the case of AR, numbers aren’t everything. AR focuses on creating on creating experiences and connections with the consumer, something that isn’t necessarily traditionally measurable according to Forbes. Be open minded in order to find new ways to measure success.
Achieving a balance between creative and logistics:
Forbes recommends having a team that fully understands AR’s intricate demands, both creatively and logistically. It’s necessary to be fully aware of both components in order to make sure that your efforts are accessible to your entire audiences. This means having a team capable of identifying and solving the possible challenges that your brand may face. A challenge worth focusing on is meeting the needs of a diverse audience, specifically if your brand is considering face warping filters.
The power of social storytelling is here to stay, and AR is no exception to it. According to Forbes one of the best ways to use AR is by making sure that AR fits into a storyline or narrative instead of acting as a standalone element and interrupting one.