Benefits of AR-Enabled Print and Direct Mail
Interactive Print, or AR-enabled print and direct mail, is a big step forward for print-based omnichannel marketing experiences. Digital Augmented Reality content, layered neatly onto print and direct mail, gives audiences a far more engaging, interactive and memorable brand experience.
Customers who use Interactive Print powered by AR show:
- a 94% higher conversion rate,
- 70% higher product or brand recall,
- 1.9 times more visual attention,
- 2-3 times longer interaction, and
- 3 times more purchase intent.
Consumers keep embracing AR because it’s so engaging, so businesses and marketers need to build this technology into their digitally enhanced direct mail campaigns.
In this article we look at the benefits of adding Interactive Print and Direct Mail to your omnichannel marketing strategy:
Increased Engagement
AR-enabled direct mail with immersive, interactive content lifts engagement by delivering unique, memorable experiences that stand out. It lets consumers engage on a more immersive level. A WebAR QR code on a direct mail piece, for example, can open exclusive AR content that looks great and sticks in the mind, and then guides people through a connected digital journey to a preset goal such as an eCommerce product page, an inquiry form or a ticket system.
A USPS and Ricoh study of 13.5 billion mail pieces in 2018 found that pieces with AR saw response rates climb from the standard 2-3% to as high as 35%.
Increased Sales:
AR can help increase sales by giving recipients a closer look at your products or services. That can overcome their objections and encourage them to buy.
A recent invespcro.com study found that:
- 61% of online shoppers prefer to shop with brands that use AR technology.
- 63% said AR improves their shopping experience.
- 35% said AR encourages them to shop online more regularly.
Enhanced Customer Experience
Interactive print and direct mail campaigns have helped brands boost engagement and sales. Showing products in a real-life setting, where customers can try them out and try them on, is close to being in the store, and it helps shoppers make better-informed purchases. AR-enabled direct mail can also help you reach a new audience and customer base.
Enhanced Personalization
Putting augmented reality into print materials opens the door to a higher level of personalization. Brands can tailor content to an individual and their behavior, which improves their overall experience. People interact with content that fits their interests and needs, so they’re more likely to engage with the brand. That kind of personalization builds customer satisfaction, and it also supports brand loyalty and long-term customer retention.
Improved Brand Awareness:
AR can improve brand awareness by giving recipients a more memorable, immersive experience. It helps position brands as innovative and forward-thinking and sets them up as leaders in their vertical.
Consumer Convenience
With 83% of the world using smartphones, AR is within reach of most consumers everywhere. They can enjoy and interact with immersive brand experiences from home, at whatever time suits them.
A well-built AR-enabled print or direct mail campaign can also streamline the customer journey. It makes it much easier for consumers to reach valuable content and interact with it on the way to the end goal.
Stand Out from the Competition
A well-designed AR marketing strategy can breathe new life into your brand and make it look more innovative, forward-thinking and exciting than brands that only use traditional channels. Augmented Reality can help brands stand out from the competition.
Better Targeting:
AR can help you target your direct mail campaigns more effectively. You can use geolocation to reach recipients in a particular area, or demographic data to reach recipients who fit a certain profile.
Well-planned AR-enabled print and direct mail marketing can breathe new life into your brand and make it look more innovative, forward-thinking and exciting than brands that rely on traditional media alone. Augmented Reality does help brands stand out from the competition.
Analytical Insights:
Interactive Print gives brands useful insight into user behavior. Detailed analytics show who is interacting with their content and how. They can use that to refine their strategies and make better decisions about how to reach their target audiences.
If you want to take your Print and Direct Mail marketing further with AR-enabled print and direct mail, contact Orpington Omni Media to learn more about our solutions.