Even though augmented reality (AR) is mainly associated with videogames and presenting graphics over real world objects, there are at least three reasons why savvy marketers should revisit the concept this year.
First being the opportunities AR brings to retailing via wearable computing trends. According to Brian Ballard, APX’s CEO,: “The average use case for consumers to wear smart glasses out and about isn’t there yet. You have to have a certain sex appeal.” But with soon-to-be- dropping prices, that time will be here soon enough. With this trend, the retailers are able to cut down the number of trained staff in stores when the smart glasses do most of the information heavy lifting, but still bringing even more personalized and more informative showrooming experience to the customers.
Secondly, the increased word-of-mouth marketing potential with social media on all the content the company has to offer. When a customer gets a positive experience with the brand, in form of let's say a cool photo that doubles as an immerse AD on a website, the user is more likely to shout out the cool feature by sharing it in the social media – assuming the sharing has been made easy. Once the other people seeing the picture/AD are equipped with smart glass hardware and an active shopping state of mind, the AR can bring extra information about the product. Add the showrooming framework and you have bunch of a potential buyers.
Despite the raised concerns on privacy with real time (face) image recognition associated with heads up displays, HUDs combined with prepared public messaging creates the third opportunity that AR brings to marketers. AR and the additional layer of information can assist by bringing additional information in situations like press conferences, or help your brand to stand out at trade shows. And since the world's first AR TV was released just recently, in the future we can see additional, personalized information even in front of our TV screens.
Learn more: http://econsultancy.com/blog/64168-three-reasons-why-digital-marketers-should-revisit-augmented-reality-in-2014