Lately we hear the term "AR" on everyone's lips and with it we relate implementation, solutions and trends. But what exactly is AR? Why should you care about it? In the article, I will explain the INCREASED REALITY in the simplest way possible so that all, not only technicians can understand why AR is advancing so fast in the market.
First we will make a difference between virtual reality (VR) and augmented reality (AR), usually confused, but has marked differences . Virtual reality requires a headset for the experience and generates a 3D environment around the user for exploration. But, augmented reality uses the camera to render a 3D model in the user's own environment. In short, virtual reality places us in virtual places while AR enhances your current environment by providing new digital images.
So far so good, but how can this innovation go hand in hand with marketing strategies? The answer is certainly very visible, think about what this means for marketing: consumers can interact and manipulate a digitized version of your product before they buy it. Before AR, brands and retailers had to rely solely on product photography (or video) and in-store experiences to display their products. Now, technology has progressed to the point where we can combine the physical and digital worlds to provide immersive showroom experiences directly in the hands of users. You may even be using AR without realizing it: every time you use a Snapchat / Instagram filter or see the first line during the Superbowl, you are using AR to 'paint' over the physical environment.
You may be wondering: Is it good to have it but you don't need it? Think again.
According to Statista's market trends, the global AR market will increase by more than $195 billion over the next five years, from $3.5 billion in 2017 to $198 billion in 2026.
Leaving aside the numbers and figures, I would like to draw a parallel with an earlier e-commerce trend: online ratings and reviews. Let's go back 15 years, a simpler time. To learn more about a product that a customer was looking to buy online, they would typically visit a dedicated review site like CNET to read the consumer reviews and decide if the purchase was worthwhile. But as the marketplace evolved, on-line shoppers began to expect this type of feedback directly from the supplier. Amazon comes along and they create an e-commerce standard that encourages all brands and retailers to host ratings and reviews on their site; now no one hires a plumber without first looking at consumer feedback.
It is clear that we are beginning to see the same kind of change in the industry with AR as with online ratings and reviews. With Amazon embracing AR in full force, it is only a matter of time before it becomes the new e-commerce standard for consumers.
We utilize these immersive technologies backed up with strong and efficient data analytics, providing effective and measurable results.
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