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Augmented Reality (AR) primarily enhances the physical world around us by overlaying virtual elements that include images, texts, videos, graphics or computer-generated sensory inputs and is seen through a device, most commonly via a HoloLens, Google Glasses or the camera of our smartphones. Since its inception in the late 1960’s, this technology has seen numerous advancements and is considered one of the most powerful arsenals in the world of marketing. Today, marketers from around the globe are thriving on AR to interact with consumers and enhance their offering, service, and customer experience. In a nutshell, one can say that AR is not just a buzzword in the enterprise arena today, but is the future of marketing.
Retail behemoths such as Zara and H&M are today integrating AR technology into their brick-and-mortar to improve shopping experiences and lure consumers into buying their products. Many automobile companies are creating 3D mock-ups to sell custom cars by letting users choose the interior finishes, technology, upgrades, and make them feel what it’s like to sit inside it using AR goggles.
Many organizations use AR to visually represent to KPIs, increasing brand awareness, creating experience related initiatives, consolidating data from multiple sources, monitoring metrics, analytics, and navigation data into the data center environment. Brands are also displaying interactive products and are looking forward to using banner ads to advertise their business and offerings.
The new option for marketing strategy is already influencing the business world on a large scale and is revolutionizing shopping for clothes; AR enables clients to match different sizing data of various brands with someone’s body metrics. However, although the technology is currently dominating the market with many professionals continuously working on it, the future still remains a question.