So exactly what do marketing teams need to know about augmented reality?
Augmented reality (AR) has piqued marketing teams interests for a while, as it has the potential to change a range of consumer experiences, from how people find new products to how they decide which ones to buy. AR enhances the physical environment by overlaying virtual elements such as information or images.
Imagine your prospective client being able to see how their sofa would fit in their living room before actually buying it — or being able to see which sunglasses suit your face or which lipstick looks good on you without physically trying anything on.
All of these are already possible thanks to AR technology.
In order for the potential of AR to be realised, though, companies have to resist the urge to hastily create AR apps (that risk appearing gimmicky), and instead, focus on better understanding how consumers will interact with the technology, we can help you with this!
What do marketing teams need to know about augmented reality? Firstly marketers have to understand how AR differs from other digital technologies. While of course it is similar in some instances, (e.g., applications are frequently used on smartphones, the content is composed of text or images, and the apps are usually highly interactive), there is something inherently different about AR: the ability to overlay virtual content on the physical world and have the two interact in real-time, they should remember that AR is not about creating a completely new reality; it’s about enhancing what already exists. When the virtual is well fitted with the physical and interacts with it, that’s when AR magic happens. As opposed to virtual reality, which immerses you into a different world (e.g. Oculus Rift), AR intertwines virtual elements that might be missing in a specific situation within physical reality (the latest best example being HoloLens’
When the virtual is well fitted with the physical and interacts with it, that’s when AR magic happens. As opposed to virtual reality, which immerses you into a different world (e.g. Oculus Rift), AR intertwines virtual elements that might be missing in a specific situation within physical reality.
Crucially marketers need to know that AR technology adds real value, and enhances the customer experience, making it easier and more convenient, and equally as important, fun! The key to understanding AR is defining the specific activities where it can create real value.
Contact us to find out how we can help you utilise augmented reality within your marketing plan.