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Augmented Reality in Mobile Marketing Strategies

Augmented Reality in Mobile Marketing Strategies

Not all that long ago, mobile marketing was really hitting the QR codes hard. While they are still obviously in use, the new technology that is looking to take its place is called Augmented Reality. This has been around us for quite some time; however it is starting to pop up in mobile marketing strategies. We are going to talk about what AR is, how itÔÇÖs being used, and the impact it will have.

What is it?

Augmented Reality is the art of super-imposing computer generated content over a live view of the world. The most notable example of this is televised sports. The reality is the football game that is showing, the augmentation is the arrows, lines, zone area markers, and the like that do not exist on the actual field. What you can expect to start seeing with the help of an app is virtual aspects being added to posters, walls, and even locations on your mobile device. Using the Camera it displays the view with the augmentation.

How itÔÇÖs being used

We are just starting to see AR mobile campaigns coming into effect, but Europe has been booming with the new mobile technology. There are two main kinds of AR, GPS-base and computer vision. The GPS version functions by geo-fencing a location and having that is only visible by being in a specific area. Computer Vision functions when you scan a product or a logo. They are both effective and are going to become a large portion of mobile marketing strategies very soon.

Impact

The big benefit of Augmented Reality is that it creates an immersive experience that blurs the lines dividing real life and computers. AR is starting to bridge the physical and digital worlds. For some this is extremely exciting while others are wary.

Two companies that are charging ahead with the new technology are MacyÔÇÖs and IKEA. MacyÔÇÖs has allowed users to experience jungles, Brazilian dancers, and soccer players in the store. IKEAÔÇÖs new 2013 catalog is sporting 43 image recognition and augmented reality experiences.

Uses of AR

With the ability to visualize information in the real world readily available, mobile marketing strategies are becoming exciting and interactive. The technology offers an almost limitless amount of applications in our world. Today companies are just dabbling in the mobile marketing strategy and as they see value in it, we will start to see some advanced uses start to pop op.

Proper Integration

Companies looking to add AR into their mobile marketing strategies need to ensure that the new AR element actually compliments their strategy and isnÔÇÖt there just to be there. Allowing the fun and flashy new technology to detract from the message and purpose of your company could do more damage than good. It is crucial that AR is used to add to your campaign rather than hinder it.

What I think

Augmented Reality is new and cool. In truth I am more than a little excited about it myself. The issue that I see coming is companies adding this really cool ad into their mobile marketing strategy that is just that, cool. Without a direct and a purpose, what is the point? Big and flashy just for the sake of being big and flashy is not something I enjoy buying into. To potential applications of this technology are exciting and I really hope that it goes somewhere. For those that are curious about Augmented Reality in marketing, it could very well be the next big thing. If you are interested in trying it out, go for it. However I urge people to proceed with a little caution and encourage marketers to not go overboard.

Mobile Marketing is a massive environment that is taking over the advertising world. Augmented Reality is simply the next step towards the full integration of the mobile world into our lives. By superimposing virtual ideas and graphics over reality, we start to see what could be the future of the Augmented Reality. This exciting new technology can easily lead us into a new world of computer integration.


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