What is Augmented Reality and how does it work?
Augmented reality (AR) is defined as the integration of digitally created media within an existing actual environment. This combination of virtual three-dimensional images within tangible surroundings provides unique sensory capabilities and communication opportunities.
In order to get potential consumers interested in a product, the viewer must first acknowledge that the product exists and remember pertinent details about it.
The purpose of this technology in marketing is to cause the consumer to remember an experience or action related to the product, rather than a static image or text common to traditional advertising methods.
Unlike traditional print advertisements, augmented reality marketing products and AR advertisements allow the viewer a more interactive experience, leading to an improved retention of product information.
For companies trying to engage in a closer relationship with their customers in a crowded market place, this is increasingly looking like the path to follow as more and more customers become desensitised to traditional marketing messages.
Augmented reality is firmly back on the agenda in forward-looking marketing meetings.