Augmented reality is building momentum with brands across the world, changing how brands communicate and engage with their consumers. AR is now seen as another marketing arm for brands having an AR strategy and platform to gain deeper insight into a brand’s customers is becoming a necessity for continued engagement and interaction with consumers. The true value of AR is bridging the gap between the digital and physical world that is shaping human experience.
Three Capabilities of Augmented Reality
To think that augmented reality is not much of a big deal will be coming from someone who has not tasted the power that AR exhumes. AR has brought to life the digital world instead of losing the sense of the physical. The business sector and many other industries are picking up on the momentum of the AR revolution. Augmented reality is set at promoting the digital world by improving the physical world keeping it as interactive as the real world. Three capabilities of Augmented Reality are visualization, binding interaction, and true collaboration with a broader impact.
Delivering information in a visual format is always a better way of conveying a story or experience. AR has the ability to process, improve and visualize the information in and out of the box without any external distractions by totally binding with the audience. AR enhances the user’s view of the physical world with the overlay of digital information. The true power to AR.
Since virtual information does not necessarily have to follow real world physical rules, AR displays are furthermore able to present a variety of nonnatural effects in a real-world environment. This ranges from fictional characters living in a real world game environment to a presentation of structures hidden in reality. By augmenting the virtual counterpart of a real-world object, AR displays uncover hidden objects, yielding the impression of seeing through formerly obscuring objects. AR is magical, as this technology makes the real world more detailed and letting the human experience gain better conceptualization.
Key Features of AR’s Visualization:
- Better brand visualization in storytelling
- Enhancing the physical world with a digital overlay of information and conceptualization
- Increased customer experiences through visualization
- Unique data visualization
A Binding Interaction:
Another key feature of augmented reality is that it is an interactive medium, creating a binding interaction with its audience. It is through interaction that we mutually influence one thing onto another. So imagine a brand using AR to influence emotional experience, enticing the user to experience a binding interaction, consequently increase the want of purchasing a product or service. This is persuasion through interaction in its truest form. By using AR as a part of a brand’s story the brand extends a product interface and activates content in a real-life environment.
Key Features of AR’s Interactions:
- Environmental awareness and physically-based interaction
- Persuasive emotional experiences driving revenue, shortening the sales cycle
- Intelligent interfaces facilitating conversations between brands and consumers
Augmented reality systems can be used to create unique collaborative experiences. AR objects aid in collaboration and an increased conceptual understanding. With AR becoming more consumer-friendly, augmented reality is business-first with applications in field services, manufacturing, and training. They work together to create a superior toolset for the virtual professional of tomorrow’s workplace. This mixed reality has the potential to allow a global workforce of remote teams to work together and collaborate on any organizations’ business challenges. But the more we connect, the more important it is that we connect better.
Key Features of AR’s Collaboration:
- Language barriers will become irrelevant as applications are able to translate in real time.
- Visual learners will have the immersion and optic stimuli of mixed reality
- Greater autonomy will maximize productivity
While the conversation around augmented reality has previously been focused on the gaming and entertainment industry, these use cases will account for less than half of the software market in the very near future. Big Data and AR are emerging as disruptive technologies which will shape the future of business and society. As demonstrated, these disruptive technologies can build on each other in creative and innovative ways. Providing your audience with an opportunity to visualize, interact and collaborate in an ingenious way.