This is a technology that uses the screens of mobile devices, wearables, vehicle mirrors and interactive displays to add information to what we see. The application horizons are almost endless: from , including smart packaging and operations.
the automotive industry to manufacturing
The phone number lead simplest answer is to explain how it works. Imagine framing any object with a tablet or smartphone, being able to display any type of additional information on the screen: texts, images, live or animated films.
One principle of augmented reality , in fact, is that of superposition. An example? it is also becoming widespread in the industrial sector, in supply chains and in operations . Here are some examples that help to understand the contexts and horizons of development.
How augmented reality or intelligent reality works
Today, AR may seem like the next step towards mobility and discover what marketing myopia is and how to avoid it so that your company has the right vision smart working. In fact, augmented reality is a form of visual content management 2.0 that allows companies and organizations to add new levels of information, in real time, and with a high level of interaction using mobile devices of any kind, including wearable technologies .
It is true that the first experiments were born in entertainment, exploiting that surprise effect capable of capturing attention through surprise and virtual magic. The precursors of development are some companies such as Metaio (bought by Apple) and Blippar .
Augmented reality as a marketing tool
According to a survey conducted by NielsenIQ , 56% of shoppers interviewed said that AR gives them greater confidence in the quality of a product, and 61% said they prefer to shop at retailers that offer AR experiences. Based on their analysis, researchers found that the use of AR in online environments significantly influences customer engagement, behavior, and sales .
Specifically, the study highlighted that AR usage has a greater fax lead influence on purchases among customers who have never purchased a specific product from an online channel. This suggests that AR can help reduce the purchase anxiety of customers who are uncomfortable making online purchases.
Similarly, AR has a greater effect for customers who are purchasing in the product category for the first time than those who have previously purchased virtually in the product category.
In the same logic, the use of AR also has a greater influence on the purchase of less traditional and more expensive products by being able to “try them on” first.
How augmented reality or intelligent reality works
Of course, thinking about including augmented reality among marketing tools brings challenges for brands. According to the study, there are six major areas of classification : costs of implementation problems; lack of talents and skills; ability to create AR filters and narratives; latency issues; lack of adequate resources and adaptation to rapid technological changes .
Examples of augmented reality in brand communication
Retail brands that have pioneered the use of Augmented Reality include Lego, Tesco and Ikea . The pioneers came even before the spread of smartphones and tablets.
For example, to prevent the most curious customers from opening the packages and to better understand the use of the game inside, Lego uses augmented reality as a form of smart packaging . In a dedicated corner, framing a package from the monitor, you can see a sort of trailer begins with the animated characters wrapped in a gag.
Tesco first started using augmented reality in a promotional brochure . At home, on the computer, the user could frame the marker that corresponded to the object and it would appear in their hands. Viewing a 3D TV as if they were actually in the store in front of the real object was a way of adding a number of important addition
