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| Augmented reality is the next "it" application. |
With
Facebook, smartphones, TV and video games, the average attention span of a
consumer is probably less than 5 seconds. However, a new form of digital
interaction is aiming to capture audiences by overlaying digital information in
the real world. It is called “Augmented Reality.” Augmented reality is
defined as “computer-generated content—which typically includes graphics, audio
and other sensory enhancements—that is superimposed over live images to enhance
the real world” (WSJ, 2012). This interactive digital technology was created by
Boeing to help engineers by placing blueprints and designs over actual
wiring in the plane through the use of a headset. Today, advertisers and tech
gurus are exploring how to monetize this form of interactivity.
Retail’s new reality
The
potential power of augmented reality is still being discovered. Currently there
are numerous apps on the market that are integrating augmented reality into the
user experience. For example, a London museum allows users to hold up
their phone while on a street and an overlay of what the street looked like
hundreds of years ago will appear. The Stargazer app encourages
followers to point their smartphones at the night sky and within seconds,
constellations, stars and asteroids are overlayed with facts about them.
In
online commerce, e-Bay intends to use augmented reality to allow bidders
to see what items are currently being sold by fellow bidders in their
neighborhood. Many retail executives are convinced that the future of business
will be focused on digitally exploring local business opportunities. Groupon,
LivingSocial, Amazon Local and Google Offers are a testament that the shopping
movement is all about local deals. I think it would be hilarious if Budweiser
had an augmented reality app that never allowed your fridge to be out of beer
with the ability to make cool photos and share them with friends.
The
real estate industry is eager to begin exploring the integration of
augmented reality to provide home buyers or renters the opportunity to
virtually research and compare homes. A user points the phone up and down the
street and the app highlights “what is for sale, or to rent, how much it costs
and gives the user the chance to contact the property agent.” This tool could
be a unique resource to help collect consumer data and encourage more people to
explore buying a new home.
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| Street Tag is safe spray painting. |
This technology will probably be most popular
for entertainment and gaming apps. For example, try spray painting on public
property without going to jail. The app spray paint lets users take a snapshot of
a wall or object and then spray point over the item and share it with their
friends. Augmented reality is expected to spread like a mass pandemic in the
next 12 to 24 months. The key to being successful in today's market is
obtaining information. The more you know about customers and their needs, the
more accurately you can target their needs and effectively market to them. Make
no mistake, knowledge is power. With the mass movement towards mobile
marketing,
augmented reality is sure to impact the consumer shopping experience
by creating a virtual world of interactivity.
Comment below on any augmented reality apps you've recently discovered!
