Sales Enablement Defined: How Augmented Reality is Changing Marketing

February 25, 2019

Augmented Reality (AR) is constantly popping up across industries, from app-based games all the way to healthcare technology. It provides an immersive experience for consumers that they’ve never known before, and is therefore a unique opportunity for marketers to engage audiences and buyers on a whole new level. Already valued at $11.14 billion, Markets and Markets estimates the AR market to be valued at $60.55 billion by 2023.

We’ve previously touched on how augmented reality is revolutionizing B2B sales, so the next post in our “Sales Enablement Defined” series outlines how merging digital experiences with real-life experiences allows marketers to develop richer, more exceptional buying experiences.

Creative Augmented Reality Marketing Examples

Augmented reality doesn’t change the reality buyers know, but enhances that reality with a virtual overlay. Customers are already using AR in other areas of their lives, and expect marketers to meet them there. Many marketers have already adopted elements of augmented reality technology and are leveraging it in marketing campaigns.

ALT - Augmented reality IKEA app with 3D model

3D models

Augmented reality gives marketers the ability to add more depth to traditional, two-dimensional pieces of content. Three-dimensional models give buyers an up-close look into a product and its features that a standard demo cannot provide.

Augmented reality Pokemon Go

Gamification

Merriam-Webster defines gamification as, “the process of adding games or game-like elements to something…so as to encourage participation.” Pokemon Go is one of the most popular examples of using an augmented reality marketing strategy for gamification. The addition of game components take something ordinary and make it more fun and appealing.

Augmented reality marketing examples using video

Video

Snapchat and Instagram filters, as well as animations, make brand interactions more amusing for social audiences and craft memorable experiences. AR can be leveraged for adding rich context to live video for both entertainment and learning.

2019 Trends in Virtual and Augmented Reality Marketing

We expect to see the following augmented reality developments over the next year:

AR for training and development

The gamification component of augmented reality makes it an ideal tool for learning. Training can feel like a burden  for employees, and they never get a sense whether they have truly grasped what they’re taught; implementing gamification allows them to track their own progress and be rewarded for achievements. It gives them the ability to “learn by doing,” which has been proven to significantly improve learning retention.

AR for targeted and contextual content

The evolution of augmented reality platforms is making it easier for marketers to develop, and buyers to access deeper, more unique experiences. Its inherent use for storytelling will give marketers and sellers to provide buyers with an actual view of how products and/or services will fit into their space.

AR for constant customer interactions

As we move through 2019, the creative and innovative ways marketers are using augmented reality won’t be limited to one campaign and customer touchpoint. AR provides the opportunity for organizations to be always on, interacting with their audiences across channels on an ongoing basis.

How Augmented Reality Can be Used in Sales Enablement

Augmented reality can be used to support an organization’s sales enablement strategy both internally and in conversations with prospects. First of all, it provides an unparalleled opportunity for training and growing sales reps on an ongoing basis via video and mobile.

Additionally, reps can amp up customer-facing presentations and demos, showing, not telling, and giving more breadth and depth to content in a way that audiences are more likely to connect with. Giving potential customers a more detailed look at products and services leaves room for reps to have more personal and meaningful conversations and helps them sell better.


The full potential of augmented reality and its strategic marketing benefits have not yet been realized, but in the coming months and years it will surely become more commonplace in all areas of our lives. If marketers want to get ahead, they should begin to consider how they can leverage augmented reality marketing to promote their offering and connect with buyers.

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