Whether your side of the fence includes Pokémons on the loose or it’s Pokémon-free, there’s still a game-changing point to consider. The phenomenon has proven something major: mass public acceptance of Augmented Reality. Marketers should invest some time and resources to get to know AR, and consider it’s potential business implications.
The quickest explanation of AR is that it’s a technology that allows marketers to superimpose digital content and interactivity over a real-world, real-time view seen through the camera lens on a mobile device. While the technology has been around for a while, lack of maturity and cost constraints have restricted use cases. By bridging the gap between the physical and digital worlds, AR enables the creation of never before realized, location-driven, personalized consumer experiences at scale.
Consider your company’s on-the-go audience. What is their mobile need? What are they looking for you to offer or answer? This is a great place to start internal conversations with your marketing and digital teams, as well as your agency. In the post-digital era, your brand name doesn’t mean as much if the associated experience is poor.
Insights can be found in considering the way your brand goes to market. Today, it’s not about advertising your brand message – it’s about building a world that represents your brand’s core values, a world that people want to explore and share. Inviting consumers to be part of something inventive and captivating can now solidify a long-term relationship.
We want to help you get started. In our most recent point of view paper, we’ve outlined 6 points for marketers to wrestle with in consideration of AR as part of a near term marketing mix.
With the right brand vision, audience insights, data and technology infrastructure, companies can leverage AR to deliver the kind of seamless experiences that today’s savvy (and demanding) consumers expect.