10 Tips for marketers on how to use Augmented Reality smartphone apps
Using Smartphones as a channel of advertising is the next big thing – companies, agencies are desperately trying to find the best ways to do it and reach the billions of users throughout their device. One of the solution – at least for the visual representation – is Augmented Reality and the other Visually Rich Technics (VRT-s) – like 360 panoramic video, photo and full interactive 3D content. Based on ARworks’ 4 years of developing campaign/event apps for brands, we’ve collected the 10 most important hints to consider when making an app. (Most of the tips are not strictly connected to AR apps – they should be followed, when preparing any kind of apps)
1. Make the user download – Exclusive content
The trickiest part is how to make your target group download the app – not the game/smartphone geeks, but the average customer. Build exclusive content into the app, which is not available anywhere else – a special offer, a limited series product, a unique song of your sponsored band, anything. This may not be the reason of the user to launch the app every day – but this will be the reason why they download it.
2. Make real users from the downloaders – Functional content
Don’t think that your product catalogue and shop location will be of interest to anybody – except of course those who have already bought or have decided to buy your product. Push the agency/your creatives/yourself to find product related app content, which makes daily use natural. If the product is a car, an app which calculate your car related costs based on consumption or give a kid a game while driving (like Toyota did) or records your daily jogging (like Adidas and Nike did) will do the work. So your customers not just download but use your app regularly as well.
3. Make them know about the app – Communication
Don’t forget to allocate time and money to tell your customers about the app. Use on-line solutions – because just clicking on the banner/link and ending up in the App Store/Google play is the easiest way for the user to download it. Or put your adds into other apps. Read more →