Your Complete Guide to Augmented Reality for Mobile Marketing
When you hear the word “Augmented Reality”, what strikes our minds immediately is the Pokémon Go craze, right? But AR’s got more! With the global pandemic crisis accelerating the need to digital transformation, businesses are trying to capitalize on the emerging technologies like AR apps to connect with customers and differentiate their products in much better ways. Interestingly, studies predict the number of mobile augmented reality users will exceed 3.5 billion by 2022, and that the global AR market has the potential to reach $94.4 Billion by 2023.
So, what is AR, why must it be included in your marketing strategy and how does it help you? Let’s delve deep.
What is augmented reality?
Imagine you want to buy your favourite luxury brand’s latest pair of sneakers. What if there is a virtual “try on” and buy option for you to check whether the shoes look good on you. Yes, and that is what AR is about. All you need to do is just download the brand’s AR app and point the phone’s camera downwards on your feet and experience the digital overlay of different models of sneakers. And the bonus is you can click pictures, share it with friends and get their feedback too.
By definition, augmented reality is a technology that combines virtual elements like audio and video with the user’s real-world environment for enhanced experience. As in the above example, retailers, auto manufacturers, interior designers, multimedia messaging apps, and other industries are leveraging AR for business prospects.
Mobile augmented reality
Smartphones and tablets have become the inevitable necessities these days. Mobile AR takes the advantage of being easily accessible to all types of consumers through AR apps anytime, anywhere, no matter whether they are in an open Melbourne field or a museum. Other devices like AR headsets, smart glasses, optical see through glasses, helmet mounted displays, holographic displays are more targeted at niche audience, and apps are something that anybody with access to mobile and hardware components like CPU, sensors and GPU can use. Plus, users do not have to face issues with battery duration or hardware lag like in AR devices.
How does AR work on mobile?
AR technology uses computer vision to understand what the objects around us are and where they are placed, from the content of the camera feed.
But in mobile Augmented Reality apps, filters, 3D objects, virtual images and the AR triggering logic are already integrated. When a user uses the app, the virtual images are mapped onto the real world.
AR app can work on any one of the following principles:
Simultaneous localization and Mapping (SLAM), marker-based and location-based AR.
SLAM: It works on a set of algorithms received from sensors. As the name suggests it maps environments and determines localization simultaneously.
Marker-based tracking: Also called recognition-based, AR uses optical or visual markers like QR codes, natural feature tracking, 2D codes, to place 3D objects in the real-world. A typical example would be social media filters that superimpose a dog’s ear and nose on top of a real image.
Location-based: This type of AR uses GPS, digital compass, or velocity meter. For example, finding nearby services, mapping directions, etc.
Benefits of AR in mobile marketing
Mobile marketers are looking to integrate AR into their marketing strategies. It offers a plethora of benefits such as:
Brand enhancement: Forget about traditional print or broadcast or even social media channels. Creating a truly unique and memorable experience, with augmented reality technology, has the potential to make a brand stand out, and last longer in the minds of people. For instance, a popular cab company managed to generate more than a million YouTube views by creating an AR experience for their riders.
Experimenting with AR branding materials like brochures and business cards is another wise option.
Building an emotional connection: AR offers that interactive, immersive experience to users inciting more interest. Numerous scientific studies prove consumers’ emotional responses to an ad will highly influence their purchasing intent.
Personalization: In the above example of sneakers, using virtual “try and buy” will help connect with buyers at a personal level. Many fashion and beauty brands are already experimenting with innovative AR features.
Location based-targeting: GPS-connected apps, geo-tagging, location-aware marketing are already in rage. By adding AR, stores and restaurants can target users with offers and new products whenever they are in close proximity.
Currently, the market is ripe for innovative augmented reality apps for both iOS and Android platforms. Now, it's the right time for businesses to embark on their AR app journey!