"However, many aren't driving consistent results from the technology. Worse yet, many are still failing to use it at all. With immersive technologies becoming a mainstay in how we communicate, marketers must start thinking about how they can use AR to increase engagement. Before diving in headfirst, read up on these five key principles. AR is not for everybody. Nor should it be used to 'tick a box'."
"Instead, think deeply about the problem you're solving with AR and how it ties back to your campaign objectives (and wider marketing strategy). If you don't have a clearly defined objective or measurement of success, don't do it. You should be able to communicate the reason you're using the technology back to the business (or client) before you start thinking about creating any AR solution."
Brands must evaluate whether AR solves a specific business problem and ties to measurable campaign objectives before creating AR experiences. Audience understanding—including location, device use, and consumption context—is essential to designing effective AR. Campaigns should reflect brand authenticity and avoid gimmicks that dilute identity. Clear success metrics and the ability to communicate business value are required before development begins. Immersive technologies can increase engagement and improve key marketing metrics when used strategically rather than as a checkbox or relying solely on QR codes.
Read at The Drum
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