In this post from our mobile marketing series, we’re talking about a cool way to incorporate AR into your mobile marketing strategy. Want to read the rest of this series? All posts are linked at the bottom of this one.

Augmented reality (AR) is a fun, futuristic tool in mobile marketers’ toolboxes. If you’re not familiar with the technology, it allows you to superimpose a computer-generated image over the real-world image users see on their mobile screens, thus augmenting reality with additional visuals.

The technology first gained widespread attention several years ago with the success of the Pokémon Go app. Since then, brands have been looking for ways to integrate the technology into their marketing strategies. Let me walk you through the ways AR can shape mobile marketing and how you can best leverage the technology for your own business’s marketing efforts.

Win Attention with a Personalized, Interactive Experience

By creating a personalized experience for consumers, you put yourself in a position to leapfrog the competition. In fact, 91% of consumers said they’re more likely to shop with a brand that provides relevant, personalized offers and recommendations.

AR allows you to do just that, bringing your products to life in a consumer’s literal field of vision. By designing an AR app that allows users to take a tour of your product or service from the comfort of their own home, you create an immediate connection between your products and their lives.

Luxury fashion brand Gucci, for example, recently launched an app that allows you to “try on” shoes via AR technology. By pointing your phone at your feet, you can see how your favorite pairs look on you in real-time, without having to find the nearest boutique or high-end department store.

That kind of personalized, interactive experience is not just fun for consumers. It has a practical element, too: allowing them to see how the shoes work with their existing wardrobe. This AR experience not only helps a brand stand out because of the inventive use of technology, but it provides personalized value to the consumer.

Solve for Pain Points

That said, it is easy to fall into the trap of creating a gimmicky AR app just to stay on-trend in the marketing department. But to do so would be a mistake.

AR might not be the right mobile marketing tactic for your business, and that’s fine, too. When evaluating whether or not it’s right for you, it’s important to think about how AR can add real value for consumers. Don’t just create an AR app that looks cool and fun; at the center of every marketing effort you undertake, you should be thinking about how you solve for consumers’ pain points.

There are several ways AR can shape your mobile marketing strategy. If you’re a retail brand, creating a personalized try-before-you-buy experience through AR is an obvious way to harness the technology.

But it’s possible for brands in other spaces to use it creatively, too. For example, if your business is hosting an event, you can incorporate AR elements into the event itself, inviting attendees to download your app and happen upon AR experiences throughout the conference space.

Drive Purchase Decisions

If you prove through your AR technology that you understand consumers’ pain points, the next logical step is to leverage AR to drive purchase decisions. You start by addressing pain points, winning consumer trust by showing that you understand the issue they’re looking to solve. When you introduce your products or services into the mix, you begin to demonstrate exactly how your offerings solve their problems, and you can provide them additional assurance through AR that will drive purchase decisions.

Consider what Wayfair did with their AR app. The app allows consumers to scroll through Wayfair’s actual home furnishing offerings and test what items would look like in their own space.

This addresses a major pain point for consumers: When you purchase furniture online, even if you know the dimensions and measure things out, there’s always that fear that when the piece arrives, it will look awkward in your space and next to your existing furnishings.

This app eliminates that fear. By seeing what the item would look like in your actual home environment, projected onto your screen, to-scale, you can rest assured that it will look great once it arrives. That reassurance may be the last push you need to make your purchase.

Capture First-Party Data

The final way AR can shape mobile marketing goes beyond the bounds of the AR app itself, and even mobile marketing. If you create an AR app for your brand, any customer data that you collect within that app will be first-party data.

This means customer data that you have full ownership over. It’s not coming to you through any other platform, and you’re not purchasing data about groups you think might be interested in your business; instead, you’re gathering real information about the people who actually interact with your brand.

And with data comes smarter future marketing campaigns. The more data you can collect on your customers ““ their attributes, their behaviors, and what ultimately drives conversions and purchase decisions ““ the more you come to understand the different personas who are engaging with your brand.

When you better understand the different segments of your customer base, you can create future marketing campaigns that speak directly to their pain points and specific needs. And with stronger, more targeted marketing campaigns come more hot leads who are all the more likely to convert to customers.

There are many ways AR can shape mobile marketing. As more marketers begin to embrace the technology and discover new, meaningful ways to put it to work for their brands, businesses will be able to create a more personalized experience for consumers. They’ll see greater control over customer data and have more of a hand in their future messaging and ability to drive purchase decisions.

The future of AR and mobile marketing is bright if you know how to use it. If you want a partner who can help you execute a creative, impactful AR mobile marketing experience, we’re here for you.

More from our Mobile Marketing Series