Using of augmented reality and artificial intelligence in marketing
Consumer demands and aspirations are increasingly driving today’s markets. As technology improves, people’s desires shift, and brands must adapt to meet those shifts with new technologies such as augmented reality and artificial intelligence.
Augmented reality (AR)
When it comes to generating sales and enhancing brand value through mobile devices, AR gives you unique ways to stand out from the crowd. AR is a growing trend in marketing and sales that allows businesses to provide clients with new experiences while utilising the convenience of their mobile devices. They include:
- Augmented marketing collateral:
By adding a virtual component to marketing collateral such as, brochures, reports or even business cards, your brand is likely to sing to potential customers. Users will need a mobile to scan a code, at which point a variety of information and resources will be accessible.
- Creating a buzz:
AR is relatively new to people. If done right, companies can design a creative and interactive AR stunt to get audience members talking. A good example of this was Burger King. They created a way to discover codes for their free products, by ‘burning’ through competitors’ ads via your phone.
- Augmented tours and assistance:
Businesses can use AR to transport customers to places they may not have been able to. With the current pandemic, this is a great way to engage with customers and ‘bring them into store’ or ‘bring the product home’. For example, opening an app which transports a new sofa through your phone, to help customers make an informed decision.
Artificial intelligence (AI)
The simulation of human intelligence processes by machines, particularly computer systems, is known as artificial intelligence. Expert systems, natural language processing, speech recognition, and machine vision are examples of AI applications. Marketers are adopting the use of AI for a variety of benefits:
- Personalised digital experience:
This can be achieved through your website. AI can analyse specific information about your customer and provide tailored options and content which are bound to increase sales. Also, push notifications can be adjusted to customer behaviours such as, sending out alerts when a customer is most active online during the day.
- Content creation:
By using AI tools available to the industry, brands can take advantage by offering AI-generated e-books, reports, emails and social media content – to meet their customers interests.
- Enhance customer experience: Today’s customer expects quick responses. To provide that outside of working hours, brands are investing in chatbots. Chatbots have access to millions of data points about customers. They can also combine location-specific queries to find patterns, identify recurring issues, and forecast what’s causing problems for a certain user. They are frequently more informed than any human customer support representative, which reduces the pain point in a customer’s journey.
Also, brands can understand their customer better. Based on how the visitor interacted with your brand from the website to the shipping department, AI can help you present the most appropriate products – or information.
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