Most of us know how augmented reality (AR) is supposed to function with goggles, glasses or smartphones. Data tags and overlays pop up over virtual and real objects. And one can see real and virtual things at the same time.
 
Many brands are interested in using AR for marketing in the metaverse. AR-based product visualizations, for example, can deliver interactive advertising experiences that connect with customers on an emotional level. Potential customers can also use the technology to check out products from practically any location.
 
Without the limitations of mainstream advertising models, augmented reality in the metaverse may be the incentive needed to propel AR-based marketing to the masses.
 
Before getting into AR-based marketing, let’s look at the concept of AR itself.
Metaverse VR and AR worlds both include radically different elements from those in real life with a few differences available for personal preference, what one sees.
 
Virtual reality is likely to be used selectively and for short periods of time to allow people to experience worlds that are only limited by the imagination, such as exploring a virtual version of the Egyptian pyramids.
VR is unlikely to be adopted by the masses because it is an uncomfortable feeling to be completely cut off from one’s surroundings. A VR headset immerses a person into a world where what they see and hear is markedly different from reality, and they cannot hear or see anything in their actual vicinity.
 
AR glasses enable users to see (and remain a part of) their surroundings rather than cutting them off entirely. Sensory signals are still aligned to create a perception of their world. An AR user experiencing the metaverse can still see others in the room, for instance, and know when someone is approaching their personal space.
 
In late 2021, according to a Statista survey of 2,200 people, 26% of respondents had heard some about the metaverse, while 11% said they've heard "a lot." 
 
Gartner predicted that the metaverse will extend “computing ability by an order of magnitude beyond what is available today” and completely alter how people and organizations interact.
Meta is heavily invested in the metaverse, and the announcement of its upcoming AR Glasses will likely entice users to explore its emerging immersive social media landscape at Horizon Worlds (which, at this time, supports VR but not AR).
 
Currently, many brands are finding the metaverse known as Decentraland to be more popular and useful for events, marketing and advertising. 
 
“What we know for sure is that consumers have high expectations for brand experiences in the metaverse — research shows that receiving more dynamic, enriching product information is one of the top consumer expectations for the metaverse,” said Hollerbach. “While there are still a lot of question marks surrounding the future of the metaverse, the brands that will win out are those that are willing to try out the technology now, so they can deliver positive experiences when consumers start rushing to join."
 
Marketers need to understand that the concept of the metaverse includes more than just virtual worlds, gaming and PR events. The larger opportunity for brands in the metaverse exists in the world at large rather than within metaverse worlds such as Horizon Worlds, Decentraland, Roblox or the Sandbox.
 
The biggest advantage of using AR is that it opens up a world of possibilities that don’t exist in real life. Emerging technologies such as MojoLens, a contact lens with built-in AR functionality, Apple’s AR glasses and Argo’s Reality X glasses, are bringing the idea of stylish wearable AR to the masses. In one’s home, for example, one could create virtual artwork that floats on the ceiling, is animated, continually changes and is persistently available for all with AR glasses to see and interact with.
 
For marketers and advertisers, these types of scenarios present opportunities to interact with prospects and customers. Currently, many brands use augmented reality to enhance their marketing efforts. Most often, this is being accomplished through the use of AR-enhanced mobile apps, such as Amazon’s ModiFace Virtual Makeover, which allows potential customers to try out makeup and hairstyles on their own faces. Another popular use of AR is IKEA, whose IKEA Place enables customers to see a piece of furniture in their own homes.
 
"AR will play an essential role in marketing in the metaverse in a variety of ways, and there are lots of ways that it already is being used today,” said Lyron Bentovim, president and CEO of The Glimpse Group, a VR & AR platform provider. He continued, “Consumers have made it clear they prefer shopping online over in person, but there is one key element missing from online shopping. i.e., trying on, and interacting with a product before they buy it. In the Metaverse, AR will allow consumers to experience and interact with a product before purchasing it, creating a strong bond between the buyer and the product."
 
Through metaverse retail spaces, online shoppers can use virtual try-on filters to simulate how they might look wearing hats, shoes, watches and clothing without visiting a store, said Bentovim. “This allows users to purchase with confidence, leading to greater customer satisfaction and far fewer returns and exchanges. The same principles can also be applied to furniture, testing to see if it will fit in your living room, and many other types of products.”
 
Augmented reality can radically change how we view the world around us. The full potential of AR is staggering and, when combined with the metaverse, offers unlimited opportunities for marketers.