Brands are scratching their heads to keep boomers, millennials, and Gen Z in the loop. There are differences in attention spans, priorities, and networking, so selling is indeed now harder than ever.
If you're also struggling to understand the shift in marketing and selling strategies, we have some interesting insights for you. We sat with Robin from Fifth & Cor, an agency that covers all marketing aspects.
From tapping into market research insights and crafting your message to convince your ideal customers, we'll discuss it all.
So let's dive into what it takes for brands to make an impactful statement in today's digital landscape.
How Has Augmented Reality Impacted Marketing?
One of the main things we discussed with Robin was how augmented reality changed how brands market themselves. It truly has allowed us to explore possibilities beyond our wildest dreams.
At its core, augmented reality marketing is about creating immersive experiences that allow users to interact with digital elements as if they were real-life objects or images. Marketers are leveraging this technology to engage potential customers, allowing them to interact with their products in a fully interactive environment.
For example, imagine a cosmetic company offering an AR app where customers can try out different makeup looks without actually applying it on their faces. This would give customers immediate feedback on how different styles look on them and make it easier for them to decide which one to buy.
Another way we could use AR involves virtual reality shopping experiences, which blend physical stores with virtual ones. Imagine walking into a store and trying on clothes without taking off your shoes or stepping into a dressing room. You could simply point your smartphone camera at yourself and watch as different items appear magically on your body.
This type of experience would give customers a unique shopping experience and save time by eliminating the need for them to physically try on items before purchasing them.
By utilizing augmented reality technology, marketers can bring products and services to life in ways never imaginable. Like combining brick-and-mortar stores with virtual ones or allowing customers to try out new makeup looks without ever having to apply any product directly onto their skin.
Which Industries Are Leveraging the Most From Augmented Reality?
Since AR is an overwhelming term for some brands, we'll share some easy examples of its usage. Here's how we're already experiencing AR around us:
With the help of AR, restaurants now offer their customers an immersive dining experience like never before. Imagine being able to visually customize your meal using 3D models and virtual ingredients.
You can even watch cooking demonstrations in augmented reality, where a virtual chef guides you through the recipe step by step. Restaurants are also introducing augmented reality menus that allow customers to view detailed visuals about each item on the menu, as well as nutritional information, before making a decision.
Real estate agents utilize augmented reality tools to give potential homebuyers an enhanced look at properties they may be interested in purchasing. With AR, buyers can get an immersive preview of how different pieces of furniture will fit into a space or what paint colors would look best in their new home. They can even walk through fully furnished rooms without setting foot inside them.
The fashion industry has embraced AR with open arms. Using facial recognition technology, retailers now allow customers to virtually "try on" clothes from the comfort of their own homes. Customers can buy clothes, knowing exactly how they will look on them before they purchase them. No more worrying about whether or not something will fit when it arrives in the mail. Additionally, fashion shows have gone digital with live-streaming events featuring avatars walking down virtual runways wearing designer clothing and accessories available for purchase right then and there.
That's just scratching the surface of what's possible with augmented reality. There are many more exciting possibilities for this technology in other industries, such as healthcare, education, retail, and more.
How is Gen Z Taking AR/VR?
Gen Z consumers are no longer satisfied with having access to products; they want an immersive user experience. This means that they expect more than simply buying something online. They want to be able to explore products in-depth before making a purchase.
For example, imagine if a company sold custom furniture online. If a Gen Z customer wanted to buy a sofa, they would expect the ability to customize their sofa's size, shape, color, cushion firmness, and other features through an AR/VR application. They would then be able to visualize the finished product before committing to a purchase.
This level of personalization isn't limited to furniture either—it can be applied to virtually any industry. For instance, many travel companies are now using AR/VR technology so that customers can get a realistic preview of their destination before booking their trip.
Users Need Valuable Information, Fast - How Can Brands Live Up to It?
In 2023 and beyond, the buying force of our economy is Gen Z. They are a diverse group with their own needs and expectations from brands. One thing they all have in common is that they need valuable information fast. Companies must rise to the challenge if they want to impact this generation.
Here are some tips companies can implement to deliver value to Gen Z:
One way to provide valuable information quickly is through engaging videos. Short content, such as an interactive demo or tutorials and how-tos, can be informative and entertaining. Take, for example, a cosmetics brand that creates a YouTube channel featuring makeup tutorials or product reviews delivered in an exciting, creative way. By showing the audience what the products look like on different skin tones or ages, companies can demonstrate their commitment to diversity while also providing useful information fast.
With AR technology, customers can virtually "try on" items before making a purchase decision—which can save time by eliminating trips to physical stores for returns or exchanges. An apparel store that offers shoppers the ability to try on clothes from home could be especially appealing to this generation since it eliminates the hassle and provides valuable information quickly in an easy-to-use format.
Finally, companies must embrace social media platforms to reach Gen Z effectively. This generation spends more time on social media than any other group—so creating content tailored to these sites is essential for success. For instance, a brand could use Instagram Stories or Snapchat filters as part of its marketing strategy; these tools allow brands to provide valuable information fast while tapping into Gen Z's love of visual storytelling and personal connection with brands.
Why Is It Hard to Sell to Buyers of Today?
In a bustling marketplace, with more products, services, and sellers than ever, it's easy to sympathize with the buyer. With so many options to choose from, how can anyone make a decision?
We tell tales of buyers overwhelmed by an information overload; they've been bombarded by ads, emails, and phone calls until they feel like they're drowning in the noise. But is this the case?
Let's explore this through an example:
Picture a consumer walking into their favorite store one Saturday afternoon. Everywhere they look, there are shelves full of brightly colored packages promising them something new and exciting. They take out their wallet and flip through them quickly—they want to buy something cool.
Suddenly something catches their eye—a pair of shoes that seem exactly what they need. But before they reach for them, something else grabs their attention. A beautiful dress. Now they have a dilemma; should they buy the shoes or the dress?
The truth is that this isn't an information overload; it's just a matter of deciding which product will bring them the most pleasure at that moment. Of course, other factors like price, quality, and brand loyalty are involved, but it all comes down to choosing between two desirable options.
And this is why selling to buyers isn't as hard as we think. Sometimes you just need to give your customers what they want. Brands must deliver the best value possible and approach them through their preferred networking mediums if they want to sell.
Gen Z can transform the market and how companies present themselves. Without adapting, companies risk losing out on capturing their attention and inspiring them to buy. Firms must consider how customer preferences have shifted throughout the years, allowing them to adjust and refine their marketing and product development approaches.
Understanding how everything evolves with time, businesses can chart a course through these evolutions of preferences and competently morph their practices. If you want to market in the new web era, Fifth & Cor is a wise bet. They're doing amazing work in AR and will surely elevate your footprint in the market.