June 30


Marketing Trends: Establishing a Brand with Augmented Reality

By Hanson Cheng

June 30, 2023

  • minute read
  • Last Updated on June 30, 2023 by Hanson Cheng

    Augmented Reality (AR) has become increasingly popular over the past few decades, giving brands and marketers a new and exciting way to interact with customers. AR refers to the use of technology to enhance the physical world with digital graphics, sounds, and other sensory experiences.

    By integrating AR into their marketing strategies, businesses can create immersive and engaging experiences that are sure to capture the attention of their target audience. In this article, we’ll explore the latest marketing trends in augmented reality and how they’re changing the game for businesses of all sizes.

    What is Augmented Reality?

    Augmented reality (AR) is a cutting-edge technology that fuses virtual objects with the real world in real time. In essence, AR integrates computer-generated enhancements, such as video, graphics, sounds, and smell, into the real-world experience. This technology enables users to interact with the real world in ways that were previously unimaginable.

    The AR technology works by superimposing digital content onto a real-world context through a mobile device or specifically designed AR hardware. The technology uses sensors, GPS, cameras, and projectors to create a mixed-reality experience. AR technology has rapidly evolved in recent years, transforming how we perceive the world and revolutionizing how marketers engage their audiences.

    AR technology is an excellent tool for marketers to provide an immersive brand experience to their target audience. AR makes it possible for businesses to bridge the gap between the virtual and physical worlds, creating an interactive brand experience for consumers. For instance, AR technology can bring a brand’s product to life by showing consumers how it works and demonstrating its benefits.

    This technology can also help businesses create more memorable events and product launches by providing users with an engaging, immersive experience. The technology can further enhance user engagement by creating a gamified experience, such as scavenger hunts or interactive games, to connect users with a brand’s products and services.

    AR technology has significantly impacted marketing campaigns, making them more interactive and engaging. By incorporating AR technology into their marketing campaigns, businesses can measure user engagement and user behavior in real time. This helps them track the effectiveness of their campaigns and understand their audience better.

    AR technology also offers businesses a competitive edge by differentiating their brand from competitors and providing an unforgettable brand experience. Furthermore, AR technology enables businesses to create personalized marketing campaigns tailored to their target audience’s preferences and interests.

    The History of Augmented Reality Technology

    Augmented reality (AR) combines virtual objects and real-world environments, enabling a unique, interactive experience. The roots of AR can be traced back to the 1960s when it was first used for head-mounted displays for military and industrial purposes. However, it wasn’t until the 1990s that Thomas Caudell and David Mizell, researchers at Boeing, coined the term “augmented reality” and began exploring its applications.

    In the early 2000s, AR began to pick up pace in various industries, including marketing, with the advancements in mobile technology and computing. Early examples of AR marketing campaigns include Adidas’s AR-enabled billboard and Topps’ augmented reality baseball cards.

    As technology improved, AR became more accessible and affordable for businesses. In recent years, brands such as IKEA, Pepsi, and L’Oreal have used AR in their marketing campaigns to enhance consumer experiences. The ability to bridge the gap between the digital and physical worlds makes AR a promising tool for marketers. With the use of AR, brands can provide consumers with unique experiences, such as trying on virtual makeup or visualizing furniture in their homes.

    AR is a tool for enhancing consumer experiences and provides businesses with valuable data analytics. By tracking user interactions with AR experiences, companies can gain insights into consumer behavior and preferences. This allows businesses to make more informed decisions and better tailor their marketing strategies to suit their target audience.

    The Benefits of Augmented Reality

    Augmented reality (AR) is an innovative technology that offers several benefits to marketers. One of the most significant advantages of using AR in marketing campaigns is the ability to create immersive experiences for consumers. By adding virtual elements to the real world, AR can provide consumers with a unique and interactive experience that helps to engage them with products and services. Additionally, AR can increase brand awareness and recognition by creating a buzz around a campaign, leading to increased media coverage and social media engagement.

    Another benefit of AR in marketing is the ability to provide consumers with personalized experiences tailored to their unique needs and preferences. This can lead to increased customer loyalty and brand advocacy, as consumers are likelier to recommend a brand that provides a personalized experience. AR can also provide marketers with valuable data and insights, allowing them to track consumer behavior and engagement with a campaign in real-time.

    Finally, AR can help to reduce marketing costs by replacing traditional marketing methods such as print and TV advertising. Overall, the benefits of using AR in marketing are numerous, making it a powerful tool for marketers looking to engage consumers and drive business growth.

    Current Applications


    Augmented reality (AR) has become a valuable tool for retailers looking to enhance the shopping experience for customers. With AR technology, retailers can allow customers to try on clothing and accessories virtually, see how furniture and home decor would look in their space, and even preview makeup looks before making a purchase. One example of AR being used in retail is the IKEA Place app, which allows customers to place virtual furniture in their homes to see how it would look before making a purchase.

    Another example is the Sephora Virtual Artist app, which allows customers to try on different makeup products and shades virtually before making a purchase. AR technology is also being used to create interactive in-store displays and experiences, such as H&M’s AR-powered pop-up store that allowed customers to virtually try on clothing and accessories and see how they would look before purchasing.


    Augmented reality has become a new way for marketers to engage their target audience through advertising campaigns. The ability to seamlessly incorporate digital elements into the real world has opened up new possibilities for advertising that were previously not possible. One of the most significant advantages of augmented reality in advertising is the ability to provide consumers with interactive experiences that allow them to engage with a product or brand in a more immersive way.

    This level of engagement leads to increased brand awareness and can often translate into increased sales. Another way that brands are using augmented reality in advertising campaigns is by creating virtual try-on experiences. By using the camera on a mobile device, consumers can virtually “try on” products such as clothing, makeup, or even furniture, without ever leaving their homes.

    This type of experience allows consumers to visualize themselves using a product in a way never possible. Additionally, augmented reality is being used to provide consumers with informative experiences by overlaying digital information onto physical products or locations. For example, a brand could use augmented reality to provide consumers with information about the ingredients in a food product by simply pointing their mobile device at the product.


    At events and trade shows, augmented reality is being used to engage attendees and enhance their experience. One of the most common uses of augmented reality at events is to provide virtual tours of products or services. For example, a car company might use augmented reality to let attendees explore the interior of a new car or see how different paint colors would look on a vehicle. Other uses of augmented reality at events include gamification, where attendees can participate in virtual scavenger hunts or other interactive games.

    Augmented reality can also provide contextual information about exhibits or products, such as historical information or describing the features of a new gadget. Another emerging use of augmented reality at events is for remote participation. With the COVID-19 pandemic limiting travel and in-person gatherings, augmented reality can provide a way to virtually attend trade shows and events, allowing attendees to engage with exhibitors and products from the safety of their homes or offices.

    Future Trends


    Personalization is a critical component of modern marketing strategies, and the emergence of augmented reality (AR) technology is set to take it to the next level. AR allows brands to create highly personalized and interactive experiences for consumers across various devices and platforms. One example is the use of AR to enhance in-store experiences, enabling shoppers to visualize products in real time and explore different variations and options.

    With personalized recommendations based on individual preferences and past purchases, brands can create a seamless and engaging journey that drives sales and customer loyalty. AR can also be integrated with social media platforms, enabling users to try on products virtually and share their experiences with friends and followers. AR-powered mobile apps can also provide personalized content and promotions based on a user’s location, behavior, and preferences.

    With the ability to tailor marketing experiences to each individual, AR transforms how brands engage with consumers and create a new level of personalization in the marketing landscape.

    Integration with AI

    Integration with AI is one of the most promising areas in which augmented reality (AR) can be used to enhance marketing experiences. By incorporating AI algorithms into AR applications, marketers can analyze large amounts of user data and provide personalized recommendations tailored to individual preferences. This could enable businesses to provide targeted ads that are more relevant and engaging to the consumer.

    The integration of AR and AI could also enable the creation of new marketing channels that were previously unavailable. For example, marketers can create AR-powered chatbots that use AI to understand and respond to user inquiries in real time. This could enable businesses to provide personalized customer service and support, which could lead to increased customer loyalty and engagement.

    Another potential use case for AR and AI integration is in the creation of virtual assistants that use AR to provide visual information and enhance the user experience. The assistant could use AI algorithms to analyze the user’s search queries and provide personalized recommendations based on their preferences and history. These virtual assistants could be used in a variety of contexts, such as in-store shopping, online browsing, and online tutoring.

    Finally, the integration of AR and AI could enable the creation of new types of immersive marketing experiences. For example, marketers could develop AR-powered games that use AI to provide personalized challenges and reward systems. This could create a new type of engagement that is more interactive and memorable for the user.

    Virtual Try-On

    Virtual Try-On technology is rapidly increasing in popularity due to its ability to revolutionize the retail industry and provide customers a more personalized shopping experience. By using augmented reality (AR), customers can see how products will look on them before making a purchase, which can help increase customer satisfaction and reduce the likelihood of a return. This technology can be used in various industries, from fashion and makeup to home decor.

    Its potential to streamline the shopping experience and provide a more engaging shopping experience for customers has made it a popular topic for marketing professionals interested in personalization and improving customer engagement.

    The benefits of virtual try-on technology using AR are numerous. Customers can try on products instantly and without having to leave their homes, resulting in less time and money spent on shopping trips. With its ability to provide a more personalized experience, virtual try-on technology can help to improve customer loyalty and increase repeat purchases. Additionally, using AI can collect more data about customers’ preferences and buying patterns, helping improve product recommendations and create more accurate marketing campaigns.

    One of the most significant benefits of virtual try-on technology is its ability to provide a unique experience for each customer. By using AR, customers can see how products will look on them in real time, allowing them to make more informed purchase decisions. This personalized experience can help to create a stronger emotional connection between the customer and the brand, leading to increased brand loyalty and customer satisfaction.

    The future of virtual try-on technology using AR is bright, with companies investing heavily in its development. As technology continues to advance, the possibilities for virtual try-on technology are seemingly endless. Some experts predict that virtual try-on technology could eventually be used for entire home design projects, allowing customers to see how furniture and decor will look in their homes before making a purchase.

    With its potential to transform the retail industry and create a more engaging shopping experience for customers, virtual try-on technology using AR is set to become a staple of the marketing industry for years to come.

    The Challenges of Augmented Reality


    As with any new technology, implementing augmented reality in marketing campaigns comes with a cost. The cost can range from purchasing the hardware and software necessary to create the augmented reality experience to hiring a team to develop and launch the campaign. In addition, ongoing maintenance and updates may be required to keep the campaign functioning properly. However, the upfront cost can pay off in the long run, as augmented reality experiences have been shown to increase consumer engagement and brand awareness.

    It is important for businesses to carefully consider their budget and goals when deciding whether to invest in augmented reality marketing campaigns. A well-executed campaign can provide consumers a unique and memorable experience, leading to increased revenue and ROI. It is also worth considering partnering with vendors or agencies that specialize in augmented reality development to help manage costs and ensure the campaign is executed successfully.

    User Adoption

    User adoption is one of the biggest challenges in incorporating augmented reality (AR) into marketing campaigns. While many consumers are familiar with AR technology through social media filters and popular games such as Pokemon Go, there still exists a significant knowledge gap when it comes to using AR for marketing purposes. One reason for this is the requirement of downloading and using a specific app, which can be a barrier for users who are unwilling or unable to take the extra step.

    Additionally, some users may be hesitant to engage with AR due to concerns about potentially invasive data collection or a lack of understanding about how to use the technology. Marketers must find ways to make AR more accessible and user-friendly in order to increase its adoption among consumers. This can include creating intuitive AR interfaces, offering incentives for users who engage with AR campaigns, and educating users about the benefits and functionality of AR technology.

    As AR continues to evolve and become more integrated into our daily lives, it will be important for marketers to stay ahead of this technology and find new ways to engage and excite consumers.

    Privacy Concerns

    The use of augmented reality in marketing campaigns has exploded in recent years, providing a new and exciting way for businesses to engage with their customers. However, this technology also raises potential privacy concerns that must be carefully considered. One major concern is the collection and use of personal data. Augmented reality apps may collect information about a user’s location, browsing history, and even their physical features and movements.

    Companies could use this data for targeted advertising or even sell to third-party advertisers without the user’s knowledge or consent. Another concern is the potential for augmented reality to reveal sensitive information unintentionally. For example, a virtual overlay that displays a user’s home address or other personal details could be accidentally triggered in a public setting. Companies must take great care to ensure that their augmented reality campaigns are designed with privacy in mind.

    This includes being transparent about the types of data that are being collected and how they will be used, obtaining explicit consent from users, and implementing strong security measures to prevent data breaches and unauthorized access. By addressing these concerns, companies can help ensure that their augmented reality campaigns are both engaging and ethical.


    With the advancement of technology, the marketing industry has experienced a significant shift in how products and brands are promoted. Augmented reality (AR) is an emerging trend that has garnered massive attention. Through AR, marketers can create interactive and immersive experiences for their customers, giving them a chance to experience a product or service before making a purchase. This technology is slowly revolutionizing the marketing industry and is projected to become one of the most significant trends in the coming years.

    Augmented reality has several benefits for marketers. Firstly, it enables them to create a highly personalized experience for customers. By using AR, businesses can create a virtual environment that feels like a real-life experience for the customer. This enables customers to visualize how a product or service works before purchasing it. Secondly, AR can help businesses to increase customer engagement. By creating interactive experiences, businesses can keep their customers engaged for longer periods, improving the customer experience and increasing the likelihood of a purchase.

    The future potential of AR in marketing is enormous. With the advent of 5G technology, it is expected that more businesses will adopt AR to market their products. AR-enabled ads are projected to be one of the most effective forms of marketing, as they provide a captivating and immersive experience to the customers. In addition, AR technology is becoming more affordable and accessible, which means that small and medium-sized businesses can also leverage it in their marketing efforts.

    In conclusion, augmented reality is an exciting and innovative technology that is changing the face of marketing. Its potential to provide customers with an immersive and interactive experience is revolutionizing the industry, and it is projected to become an essential trend in the coming years. As more businesses continue to adopt AR, it is expected that it will become a critical part of the marketing ecosystem, enabling businesses to create highly personalized and engaging experiences for their customers.

    Future Outlook

    The future of marketing is exciting with the advent of augmented reality technologies. Augmented reality is introducing a more interactive and immersive marketing method, providing customers unique experiences. The potential for augmented reality to revolutionize the marketing industry is immense as we see more companies adopting this technology.

    With the rise of online shopping, customers want to test products before buying, and an immersive experience provided by augmented reality can fill that gap. As more companies innovate and explore the possibilities of augmented reality, we can expect more sales, engagement, and interest from customers who want to experience brands in new and exciting ways.

    Augmented reality is also enabling marketers to create more personalized experiences for their audiences. By analyzing data such as browsing history and customer behavior, marketers can tailor augmented reality experiences to customers’ preferences. This level of personalization results in higher engagement and a more meaningful relationship between the brand and the customer. Furthermore, augmented reality can create opportunities for more creative marketing campaigns that stand out in a crowded market.

    Another exciting aspect of augmented reality in marketing is its ability to break down geographical barriers and make campaigns accessible on a global scale. With increasing smartphone usage around the world, marketers can reach a wider audience through augmented reality-driven campaigns.

    As technology continues to advance, the cost of producing augmented reality campaigns will also become more accessible to companies of all sizes. This democratization of technology means that smaller companies can also benefit from the advantages of augmented reality, leading to a more competitive market overall.

    Augmented reality is transforming the way we think about marketing. As more companies realize the potential of the technology, we can expect to see more innovative and exciting marketing campaigns in the years to come. Augmented reality is no longer a technology of the future – it is here now and set to become an integral part of the marketing industry in the coming years.

    Augmented Reality – FAQs

    What is Augmented Reality, and how does it differ from Virtual Reality?

    Augmented Reality incorporates digital elements into the real world, whereas Virtual Reality is a completely simulated environment. AR enhances the user’s perception of reality by overlaying digital objects onto the real world.

    What are some current Marketing Trends with Augmented Reality?

    One current Marketing Trend is using AR technology to create interactive product displays and demonstrations. Another trend is using AR in advertising campaigns to provide customers a unique and engaging experience.

    How can businesses benefit from using Augmented Reality in their marketing efforts?

    AR can help businesses create a more personalized and immersive experience for their customers, which can lead to increased engagement and brand loyalty. It also provides new opportunities for product demonstrations and showcasing a product’s key features.

    What are some challenges businesses may face when implementing Augmented Reality into their marketing strategy?

    One challenge may be limited user adoption due to a lack of education and understanding of AR technology. Another challenge may be the high cost of developing an AR experience and ensuring it functions properly across different devices.

    What industries are currently utilizing Augmented Reality effectively in their marketing strategy?

    The retail and automotive industries are currently utilizing AR effectively in their marketing strategy. Retailers are using AR to create virtual product try-on sessions and show customers how products will look in their home. Automotive companies are using AR to create interactive car displays and show customers the car’s inner workings.

    What does the future hold for Augmented Reality in marketing?

    Augmented Reality is predicted to become even more prevalent in marketing as technology continues to advance. The possibilities for AR in marketing are endless, and it has the potential to revolutionize the way businesses engage with customers.

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    Hanson Cheng

    About the author

    Living in Portugal with my wife and puppies.
    Scaling online businesses and sharing lessons learned on this website and in our email newsletter.

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