Anna Belova, Founder & CEO of DEVAR, a Phygital Company, and a Forbes 30 Under 30 Tech Entrepreneur and expert in AR technology, recently discussed the trend where most PR professionals in 2024 plan to integrate immersive augmented reality (AR) and virtual reality (VR) technologies into their PR campaigns. Supporting this trend are impressive statistics indicating that interacting with products featuring AR experiences can result in a 94% increase in conversions, and 71% of consumers are more likely to recommend a brand utilizing VR technology in its marketing efforts.
DEVAR’s AR content creation platform, used by thousands of creators and brands, has provided valuable insights into the applicability of AR technology in PR. The top industries for using AR applications to enhance PR include:
1. Retail: Brands such as Estée Lauder, Adidas, and Ikea have successfully incorporated AR “try-ons” for cosmetics, footwear, and furniture, resulting in increased conversion rates and brand engagement. Consumers are willing to pay up to 40% more for products experienced through AR.
2. Marketing: AR marketing spans various sectors, including retail, restaurants, automotive, and development projects. Media agencies are actively buying AR and VR ads, and marketers can engage with customers through physical products, serving as conduits to the digital realm.
3. Product AR: AR integration in products like children’s toys, books, events, and exhibitions offers immersive experiences and enhanced engagement. The movie industry’s adoption of AR could revolutionize movie promotion in the future.
Challenges in implementing AR technologies include the need for appropriate talent and accumulated experience within PR departments. Overcoming these challenges involves building diverse teams, encouraging creativity, and acclimatizing users to new interactions with brands. Implementing AR technology on web platforms eliminates the need for numerous apps, making AR experiences more accessible for marketing campaigns.
DEVAR believes that as AR technologies become more integrated across industries, PR teams will increasingly embrace immersive technologies. The accessibility of user-friendly platforms for creating AR projects without expert programming or design skills allows PR managers to incorporate AR applications into their toolkit. Some applications to consider include incorporating AR into press releases, social media posts, industry exhibitions and conferences, and press conferences and tours.
Acquiring skills to work with immersive technologies is becoming essential for PR managers in the near future. Anna Belova’s insights shed light on the growing popularity of AR in PR campaigns and the potential for AR technology to revolutionize marketing strategies across industries. For more on this topic, stay tuned for her next article.
