AUGMENTED REALITY AND NEW COMMUNICATION
Publication FEBRUARY 2022 | FRI COMMUNICATION
THE WORLD OF COMMUNICATION TODAY FINDS ITSELF INCREASINGLY NEEDING TO SATISFY THE DEEPEST DESIRES OF CONSUMERS.
THE MARKET LEAVES LITTLE ROOM FOR THOSE WHO FAIL TO ADAPT TO THE NEW AND CONSTANT DEMAND FOR INNOVATION. IN THE FIELD OF ADVERTISING, USER ENGAGEMENT AND PERSONALIZATION OF ITS MODE ARE THE TESTING GROUND.
Customer loyalty, marketing strategies that involve the implementation of new immersive technologies, and improving one’s brand positioning are the key points to bet on.
Augmented Reality (AR) is one of the expressions of these new milestones. Where traditional marketing falls short, the new active three-dimensionality of the message provided by Artificial Intelligence (AI) comes into play. Through Augmented Reality, we can now provide a new experience of message awareness. The consumer is offered the possibility, as well as the opportunity, to significantly shift attention to the active connections between what they live (their daily reality) and the digital content that overlays it.
This additional information is what makes the difference. Compared to Virtual Reality, which is completely different in terms of experience and devices used, AR provides users with an immersion aimed solely at an auditory and visual perception, even with just the use of a simple smartphone.
Although AR has been used as a technology in various fields for some time, it finds its greatest expression in cutting-edge communication and marketing.
The keyword is “novelty,” and its application involves launching a different mode of communication for both brands and direct consumers. Marketing has been evolving for some time now, focusing much more on the product and, above all, the experience that consumers have with it. Having a direct experience with what one prefers to purchase creates a doubly persistent line of trust over time. Obtaining information, getting an overview of what one is interacting with, knowing its origin—this is the reality of the new communication. Bringing to life the values and experiences that underpin each product allows for a perfect conveyance of the intended message.
And if “try before buy” is the new slogan of the communities that purchase online and offline, Augmented Reality plays a fundamental role in this “unlocking of the product.” An agency that prioritizes new immersive technological experiences is a promised path to sure and unwavering success for the brands that rely on it.
Increasing brand awareness and targeted retargeting are the key returns for every innovation-focused campaign. Furthermore, an improvement in engagement with a certain loyalty and interactivity that leads to secure lead generation are the strongest characteristics of this New Immersive technology.
The future of communication lies in the direct experience of the consumer.