Augmented Reality (AR) is for most limited to social media filters and online gaming, yet is one of the most powerful recent technological breakthroughs that has the potential to interact with every consumer and every product and service globally. Dreemar has spent several years developing a world-leading Platform elevating AR as a marketing toolkit, transforming traditional flat two-dimensional marketing assets into immersive, multi-sensory experiences transporting consumers into a new dimensional platform of engagement with brand owners. Understanding AR and its application in the marketing mix can revolutionise the way businesses and sales function.
Augmented Reality Creates Value
For businesses considering integrating Augmented Reality as a value-add component it is vital to understand the impact of AR on the value of products and services being marketed. This is best illustrated through:
Augmented Reality as a Feature of a Product or Service
For mobile applications and other related technology, AR plays a crucial role in improving the user interface as well as the ergonomics of the product. The application of AR as a feature within or part of a product or service can expeditiously improve the product or service interfaces.
Augmented Reality displays that have been used as key features in military applications as an example, have also been assimilated in commercial aircraft and more recently automobiles. Further, wearable technology such as smart glasses widens the range of possibilities, allowing users to view AR created experiences across a broader range of applications such medical and educational tasks.
With the user interface for AR being software-driven, the applications are endless and continue to evolve and inline with other marketing related activities, increasingly becoming more personalised allowing manufacturers and developers of products and services to save significantly, through the elimination of higher cost user interfaces.
Augmented Reality in the Value-Chain
Companies providing highly visualising and guiding applications have seen a great demand and increase in AR related demand and application and with real-time integrated user interactive response options, the link between consumer and AR driven solutions continues to expand.
Augmented Reality Improving A Customer Experience
Augmented Reality marketing is dynamically interactive, multi-sensory customer experience. With AR, customers are able to visualise and interact with functions and settings of virtual products, allowing them to make more informed decisions through a realistic interactive experience of a product features. Where previously salespeople and showrooms stocked sample products and booklets to illustrate products of varying configurations from which a prospective customer made a choice, AR allows them to visualise the experience as a real-life product and thus make a more informed and confident decision.
E-commerce marketing is also thriving with the use of AR, wherein consumers are given the choice to download holograms of a product as an example to view as life-like an image as possible without necessarily leaving the comforts of home or office.
After-sales is as much a part of marketing, considering the brand image is created and seen across its entire life-cycle. So, there are no surprises that AR is increasingly also used in improving the after-sales services of products and solutions.
AR assist technicians that serve customers on-site by using visualisation or audio-visual queues and a product’s predictive analytics data to guide them through the process of repairing products through interactive guideline and instruction and helping them connect with experts remotely at the same time. AR displays can interact with a product’s diagnostics, service record and other relevant information to provide a more accurate and timely solution to a problem.
Augmented Reality | Conclusions
AR is the bridge needed between artificial intelligence and human capabilities that is set to bring about a revolution in almost every market sector and services industry. With AR playing such a vital role in transforming marketing and services, it will become an increasingly critical component of the marketing mix.