Augmented Reality (AR) is a high-tech technology that makes it possible to apply digital devices to the real world, just like how your smartphone or computer does. Although this is still in its early stages, AR has already made countless transformations for consumers and businesses.
The AR market will be worth an estimated $3.664 billion by the year 2025. Today\’s best AR applications are driving more sales by just improving customer satisfaction. A recent study shows that a majority of people who use AR apps prefer them over other technologies.
What is Augmented Reality?
There’s a good chance that you have heard of AR from movies or TV. If you haven’t, check it out. It’s very cool and allows people to interact with their environment in some surprising ways. However, before we go into the details of what AR is and how it works, we need to briefly discuss what makes it special:
What makes Augmented Reality different from other forms of digital marketing?
Firstly, it allows users to interact with the real world. This does not just mean that they can see it and touch it (although this is most obviously true), but also means that there are things around them that are actually there, interacting with them. For example:
Shopping:
You are standing at a supermarket checkout line while trying to pick up an item off the shelf. Suddenly you spot something on the shelf which looks like a book store poster or magazine ad:
You can walk over and pick up the item right away without having to turn around first — hence the convenience of being able to “look for something in-world” rather than having to actually search for something physical, which may be harder for some people. Also, if you don’t find what you wanted there (still on the shelf or still not on sale), you can leave without paying (or try again next time).
Looks like augmented reality technology has finally hit its stride! So what exactly is augmented reality? Well, AR technology adds information into the real world so that users can see it as if they were looking at something real. That information comes from digital or computer generated images or video recordings taken from “outside” your real-world environment.
There are actually two versions of AR technology currently in use:
- Marker based AR which uses a 2D marker like a QR code. I have seen retail stores making use of this to promote or increase sales by giving out free kids game cards that they can scan with their devices to bring the animals on the card to life.
- Markerless AR do not have a barcode but rather an image or location that is triggered when a person enters their location or position.
Furthermore, you can group AR in different categories too:
- Information AR
There are already museums making use of this type of AR. Visitors need to install an app on their devices and as they walk through the museum, they scan the object and magically they will see additional information about the object. This all forms part of the experience.
- Virtual AR
This is by far my favorite because the app that you install on your device can help you decorate your home with the furniture that the store has available without purchasing it first. You just install the app, scan your room and place the objects in the room where you want them to see exactly what the finished room will look like.
- Digital AR
This is a fun one, especially for kids, well…not just kids. Starbucks had an app where you purchase a coffee, point your device at the coffee logo and a digital animation will come to life.
What are the benefits of AR?
Digital Marketing is already digital, but AR can take it a bit further by taking the digital experience into a virtual reality experience.
You will have an increased customer experience because people will engage longer with your product and gain more information about it to help them make an informed decision. It will also negate any refunds, because the client will experience it differently than just blindly purchasing something that they might regret later. Not because there was something wrong with the product, but they might have purchased the wrong color.
Last but not least. There will be an increase in brand awareness. It will give the “wow” factor and people will talk about your brand to friends and family which will increase sales. Remember people do not know what they need until you show them.
Even though AR has been around for a couple of years, it is still fairly new. We can see big companies such as Google and Facebook investing more and more in VR and AR and if you are a Digital Entrepreneur, you surely need to stay up to date with new developments so you can benefit from it.