What is Augmented Reality used for Future of Digital Marketing in 2024?

A few years ago, the concept of augmented reality was merely in the plot of a movie. Similarly, the idea of using smartphones to connect with customers was laughable.

But now, smartphones are one of the major channels in digital marketing, as they effectively act as a portal for brands to advertise products and reach their audiences.

The volume of paid clicks on mobile devices is increasing by 500% year-on-year. This growth is expected to continue, so more brands are shifting their efforts to advertise on mobile. Considering a mobile ad today could reach 84% of all smartphone users, it’s no surprise to see companies investing more in mobile marketing.

So, what about augmented reality in digital marketing? Where does it fit in?

Our technology is always evolving, and now, augmented reality in digital marketing is no longer a pipedream.

It’s time to find out how to leverage this reality in a mobile-mad world.

The Rise of Augmented Reality

For many people, when they hear the term ‘augmented reality’, they probably think of Snapchat. The concept of sending short, time-limited video clips to friends was a novel idea, and since then, Snapchat has expanded to become one of the most popular apps in the world.

It was an early adopter of augmented reality, using the tech to enable users to project filters, graphics, and comical cartoon images onto their own faces. Understandably, Snapchat has been a major hit with younger people, but its early years didn’t really shine much light on how we could use augmented reality in digital marketing.

In 2016, the technology went mainstream with a Pokémon craze that gripped the planet. The Pokémon Go game-used AR filters to project fantasy creatures in real-world landscapes, so smartphone users could hunt down the critters, and earn points by catching them.

Some people got so lost in the experience that they forgot where they were, which lead to bizarre incidents of people chasing Pokémon into traffic and off the edge of cliffs. Tragically, some people actually died playing the game, and we can’t be sure if they actually caught the coveted creature in the process.

3 Ways Snapchat is Using Augmented Reality in Digital Marketing

When we look at augmented reality in 2024, it’s fair to say it is being put to better use. Here are a few practical ways in which marketers are tapping into the true potential of this mind-bending technology.

1. Leading Visual Commerce with Amazon

In the last year, there were many fears that the rise of Instagram Stories was going to put ‘The Yellow Ghost’ out of business, but it has come roaring back by leading the way in visual e-commerce.

By teaming up with the digital giant of Amazon, Snapchat allows people to use their camera app to recognize objects, and then instantly link to a relevant Amazon listing with current stocks and pricing.

Amazon is the dominant force in online retail, and we live in an age when basically everyone is obsessed with mobile devices. While some people foretold the demise of Snapchat, Amazon looked at the cold, hard facts:

• About 90% of people aged 13-24 use Snapchat, and around 75% of people aged 13-34 use it.
• 13-24-year-olds in the United States, Canada, UK, and Australia prefer Snapchat over Facebook and Instagram.

Snapchat is a millennial/Gen-Z platform, and as digital natives, they are the most mobile-mad demographic on the planet, so this partnership between Snapchat and Amazon is truly a digital marketing masterstroke.

As augmented reality evolves, we’re sure to see more brands look to explore ventures like this, and we can expect the capabilities of this function to grow. It may soon be possible to shop within the Snapchat camera app.

2. Boosting Engagement with ‘Snappables’ Games

This feature allows users to play games using the augmented reality aspect of the app. You can play the game by allowing the tech to monitor your motion, touch, and facial expressions. For example, there is a bubble-gum popping contest, a dance party, and a competition where you catch eggs.

While this may not be directly tied into marketing, it is great for brand awareness and user engagement, which can help the company forge stronger ties with its target market.

3. Opening the Door to AR Ads with Bitmoji

Snapchat isn’t resting on their laurels, as they have formed several great partnerships to bolster the features and fun on the app. With Bitmoji, users can create a custom cartoon version of themselves, which will then be displayed in the virtual world.

Users can include this cartoon self in their Snapchat photos, such as sending an image of “you” surfing or drinking from a coconut on the beach. In the future, digital marketers may be able to use Bitmoji and augmented reality to display ads or products to users in the virtual world.

The Future for AR in Digital Marketing

There are a lot of people who see augmented reality as trivial fun, particularly if it’s a kid playing with Snapchat filters. You may also roll your eyes when you hear a story of someone who got hit by a car when they were “chasing a Pokémon.”

For sure, the world is having fun with AR, but the technology has much more to it. In a similar way to artificial intelligence, augmented reality is still in its infancy. We are still learning how to use it.

As augmented reality becomes more intertwined in digital marketing, consumers will get used to seeing AR ads, just as we are getting accustomed to talking to chatbots. Visual commerce will grow, and more brands will be involved. Over time, the novelty will surely wear off, and augmented reality will be something the world uses to experience shopping in a normal, everyday way.