In a world of dynamic technology development and innovation, we are witnessing a cut in the line between science fiction and reality.
In the new era in which Augmented Reality has used the power of the user experience, there is a big synergy between the technology and the marketing industry. According to current research, the global market for augmented reality is projected to reach $70 billion by 2023. In the last few years, investments have continued to increase steadily, and more recently this technology has generated massive interest and use worldwide. But what is the augmented reality?
Augmented reality is a combination of digital interactive visual elements and sensory projections translated into the real world. In this way through the use of images, graphics, sounds, and text, the digital world merges with reality and creates a unique user experience. This technology enables us to create content that incorporates new models of context, meaning, and emotion. Such experiences create a platform to present the authenticity, innovation and creative vision of the companies. As users, we share different parts of our lives with others every day. What we choose to express may take many forms, but the underlying desire to share and show how we perceive ourselves and the world around us is strong, and augmented reality further improves and enriches this sharing experience.
From the marketing perspective, Augmented Reality has built a platform that allows brands to deliver unique and accessible digital experiences while providing memorable moments for consumers. One of the main reasons that retail brands invest specifically in the development of this technology lies in the idea of enabling consumers to make better and more informed product decisions.
Gucci is the latest luxury brand to follow this technology by implementing augmented reality in its mobile application. Through it, consumers can try out the latest shoe models before making their decision. The app allows users to photograph and capture their visual experience of how the product will look in real life. Revolutionary, right?
The list of brands that choose the world of augmented reality is large and still growing, including Facebook, Apple, Toyota, Amazon, Adidas, Sephora, IKEA and many more.
This trend will surely continue with fast intensity in the years to come. Research confirms the fact that this technology attracts people’s attention for more than 85 seconds and increases interaction rates by 20 percent regardless of the quality of the campaign. This is sufficient statistical confirmation that competitiveness in this technology will push the boundaries of classic marketing strategies and approaches.
The improvement in the technological infrastructure is certainly pushing the new marketing era, but the potential of augmented reality is much more than an innovative marketing concept. Augmented reality is also a psychological tactic for subliminally removing the boundary of fantasy and consumer reality.
In this way, the possibility of successfully purchasing products and achieving the goal of e-commerce will increase, and e-commerce will drastically improve when a potential customer personalizes their product experience. The question is, what next?
Along with enriching the marketing with the power of augmented reality, consumers are likely to abandon desktops and laptops. This is promising news for businesses that want to position themselves in the marketplace and use social media platforms as a tool to attract their target audience. Imagine, augmented reality glasses during our business meetings, having the opportunity to have more information about the attendees. We would know their names, occupations and other useful information.
Brands that recognize such opportunities will make a big step forward in their marketing approach. It remains to be seen how far the ship of functional convenience, the innovative vision, and communication wave that this technology has depicted today will sail.
Till the next time, squareONE.