GTM Dictionary

The Go-to-Market Dictionary: Augmented Reality (AR) Marketing

Discover the power of Augmented Reality (AR) Marketing with our comprehensive Go-to-Market Dictionary.

Augmented Reality (AR) technology has taken the world by storm, and it has become an essential part of marketing strategies for businesses looking to create a unique and engaging customer experience. In this article, we will take a deep dive into everything you need to know about AR marketing – from its definition to its benefits and proven success stories. Whether you are a seasoned marketer or just starting, read on to discover how AR marketing can help you achieve your marketing goals.

Understanding Augmented Reality (AR) Marketing

Before we dive into the details of AR marketing, it's vital to understand what augmented reality technology is. Augmented Reality is a type of technology that enhances your real-world environment by adding digital elements to it. These digital layers are commonly seen through a smartphone or tablet screen, but it can also be viewed through standalone AR devices such as Microsoft's HoloLens.

What is Augmented Reality (AR)?

In a nutshell, AR enables customers to enjoy an immersive and interactive experience that bridges the gap between the online and offline world. With AR, customers can visualize virtual products, try virtual clothing on, and interact with digital content in their real-world environment.

The Evolution of AR Marketing

AR has come a long way since its inception in the early 1990s. The technology has been widely used in gaming applications, but its potential in the marketing world was recognized in the early 2010s. Since then, big brands such as IKEA, Pepsi, and L'Oreal have leveraged AR technology to create unique experiences for their customers.

One of the earliest examples of AR marketing was the 2011 Lynx Excite campaign. The campaign used AR technology to create a virtual girlfriend who would appear on the user's screen when they scanned a Lynx Excite deodorant can with their smartphone. The virtual girlfriend would then interact with the user, creating a fun and engaging experience.

Since then, AR marketing has evolved to become much more sophisticated. Brands are now using AR to create interactive product demonstrations, immersive virtual events, and even AR-powered treasure hunts.

Key Components of AR Marketing

At its core, AR marketing encompasses three essential components – a digital overlay, the real world, and the user's device. The digital overlay can take many forms, including 3D models of products, virtual walkthroughs of properties, and interactive content. The real world is the customer's actual environment, which the AR technology enhances, and the user's device serves as the portal through which the customer interacts with the digital overlay.

One of the key benefits of AR marketing is that it allows brands to create immersive experiences that engage customers on a deeper level than traditional marketing methods. AR experiences are memorable and shareable, which can help to increase brand awareness and drive customer loyalty.

Another benefit of AR marketing is that it allows brands to showcase their products in a way that is both informative and entertaining. For example, a furniture brand could use AR technology to create a virtual showroom where customers can see how different pieces of furniture would look in their own homes. This type of experience can help customers to make more informed purchasing decisions and increase their confidence in the brand.

Overall, AR marketing is an exciting and rapidly evolving field that has the potential to transform the way that brands interact with their customers. By leveraging AR technology, brands can create unique and engaging experiences that drive customer engagement, increase brand awareness, and ultimately, boost sales.

Benefits of Augmented Reality Marketing

Now that we've covered the basics, let's take a look at some of the key benefits of AR marketing that make it a must-have for businesses of all sizes.

Enhanced Customer Engagement

AR technology enhances customer engagement by enabling them to interact with products in ways that weren't possible before. This means customers can examine a product in detail, experience it, and gain a deeper understanding of what they are buying. For example, if a customer is considering purchasing a piece of furniture, AR technology can allow them to place a 3D model of the furniture in their own home to see how it looks and fits in the space. As a result, customers feel more confident in their purchase decisions, leading to higher levels of customer satisfaction and loyalty.

Furthermore, AR technology can also be used to create interactive games and experiences that engage customers in a fun and memorable way. This can be particularly effective for businesses that want to target younger audiences.

Personalized Experiences

With AR technology, businesses can create customized experiences for individual customers based on their needs, preferences, and behaviors. For example, a clothing retailer could use AR technology to create a virtual dressing room, allowing customers to try on clothes virtually and see how they look without having to physically try them on. This can help businesses to build lasting relationships with customers, resulting in repeat business and positive word-of-mouth referrals.

Moreover, AR technology can also be used to create personalized marketing campaigns that target specific customers based on their interests and behaviors. This can help businesses to increase the effectiveness of their marketing efforts and improve their ROI.

Increased Brand Awareness

AR marketing campaigns have a higher chance of going viral than traditional marketing strategies. Customers are more likely to share their unique and engaging experiences with their friends and followers on social media, creating a buzz around the brand and increasing brand awareness in the process.

Furthermore, AR technology can be used to create immersive brand experiences that leave a lasting impression on customers. For example, a car manufacturer could use AR technology to create a virtual test drive, allowing customers to experience the car's features and capabilities in a realistic and engaging way.

Improved Sales and Conversion Rates

AR technology has been shown to increase sales and conversion rates significantly. By enabling customers to visualize themselves using products, AR helps to remove the guesswork from the buying process and increase the customer's confidence in the purchase decision. This leads to a higher likelihood of sales and repeat business.

Moreover, AR technology can also be used to create upselling and cross-selling opportunities by suggesting complementary products or services based on the customer's interests and behaviors. This can help businesses to increase their average order value and improve their revenue.

In conclusion, augmented reality marketing offers a wide range of benefits for businesses of all sizes. From enhancing customer engagement and creating personalized experiences to increasing brand awareness and improving sales and conversion rates, AR technology has the potential to transform the way businesses market their products and services.

AR Marketing Strategies and Techniques

Augmented Reality (AR) marketing is a powerful tool that can help businesses engage with their customers in exciting and innovative ways. By using AR technology, businesses can create immersive experiences that allow customers to interact with their products and brand in a whole new way. In this article, we'll explore some of the techniques and strategies you can use to implement AR marketing for your business.

AR Product Visualization

AR product visualization is a game-changer for businesses that sell large items such as furniture or appliances. With AR technology, customers can use their smartphones or tablets to see what the product looks like in their own home before making a purchase decision. This not only helps customers make a more informed decision, but it also reduces the likelihood of returns and increases customer satisfaction.

For example, imagine you're in the market for a new couch. With AR product visualization, you can use your smartphone to see what the couch would look like in your living room. You can change the color, size, and even the placement of the couch to get a better idea of how it would fit in your space. This kind of interactive experience is not only fun, but it also helps you make a more informed purchase decision.

Interactive Advertising

Interactive advertising is an effective way to capture the attention of your customers. With interactive AR ads, customers can engage with your brand in a fun and memorable way, making it easier for them to remember your brand when it's time to make a purchase.

For example, imagine you're walking down the street and you see an AR ad for a new clothing line. With AR technology, you can use your smartphone to interact with the ad. You can try on different outfits, change the colors, and even take a selfie to share on social media. This kind of interactive experience not only promotes the brand, but it also creates a positive association with the brand in the minds of customers.

Gamification and AR Marketing

Gamification is a popular technique used in AR marketing. By adding game-like elements to AR campaigns, businesses can create a more engaging experience for their customers. This leads to increased brand recognition, customer loyalty, and sales.

For example, imagine you're at a trade show and you come across an AR game that's promoting a new energy drink. The game challenges you to collect as many cans of the energy drink as possible in a virtual environment. The more cans you collect, the higher your score. Not only is this game fun and engaging, but it also promotes the brand in a positive way.

Location-based AR Experiences

Location-based AR experiences use geolocation technology to provide customers with an enhanced experience when they visit physical locations such as a store or event. By using AR technology, businesses can create unique and engaging experiences for customers in real-time, resulting in an increase in foot traffic and sales.

For example, imagine you're walking through a mall and you come across a store that's using AR technology to create a virtual fashion show. As you walk by the store, you can see virtual models walking down the runway wearing the latest fashion trends. This kind of experience not only promotes the store, but it also creates a memorable experience for customers.

In conclusion, AR marketing is a powerful tool that can help businesses engage with their customers in new and exciting ways. By using techniques such as AR product visualization, interactive advertising, gamification, and location-based AR experiences, businesses can create immersive experiences that promote their brand and increase sales.

Successful AR Marketing Campaigns

Let's take a look at some of the most successful AR marketing campaigns that have been implemented by big brands.

IKEA Place App

The IKEA Place app enables customers to visualize IKEA furniture in their own homes through AR technology. The app allows customers to see how the furniture will look and fit within their existing space, making it easier to make a purchase decision.

Pepsi's Unbelievable Bus Shelter

Pepsi's AR campaign involved installing augmented reality technology at a bus shelter in London. Customers waiting for the bus could use AR technology to see a giant robot attacking the streets of London. This created an engaging and memorable experience for customers and went viral on social media, increasing brand recognition in the process.

L'Oréal's Virtual Makeup Try-On

L'Oréal's virtual makeup try-on uses AR technology to enable customers to virtually try on makeup products. This allows customers to see what the product looks like on their face before making a purchase decision, leading to increased customer satisfaction and sales.

Pokémon GO

Pokémon GO is a popular mobile game that uses AR technology to enable players to catch virtual Pokémon in the real world. The game became a viral sensation, with millions of people downloading and playing it worldwide. The game led to increased brand recognition for the Pokémon franchise and highlighted the potential of AR technology in gaming and marketing.


AR technology has revolutionized the marketing world, and it will continue to do so for the foreseeable future. By leveraging AR technology in your marketing strategies, you can create unique and engaging experiences for your customers, increase brand awareness and recognition, and ultimately drive more sales and revenue for your business.