I received some feedback and questions on Augmented Reality (AR) after my last post and thought to provide some additional inspiring ideas with regards to where AR is heading. The best example can be seen from Yelp’s Monocle app that allows users to see location-based reviews from their iPhone screens.
The result is crowd sourced commerce with social proof data to enhance purchasing decisions on the spot. It’s an integration of social media with physical space to bring relevant information based of our physical behaviors such as the places we’ve visit or the reviews we’ve posted online.
This new technology integrates real-time social networks, location-based tracking, and the semantic web to aggregate qualitative data. Information you want will run towards you instead of the other way around, fully customized to your personal taste based on your friends, location, and how you search online. The cultural ramifications represents a step forward towards artificial intelligence.
The fact is, consumers are more incline to take action if the ads are what they want to see from providing coupons to what’s on sale at the moment on location. From a brand’s perspective, it helps to improve data quality to deliver impactful, targeted integrated marketing campaigns enabling a dynamic social commercial connection through multiple touchpoints. It improves the branded experience.
If you haven’t look into AR, I suggest you to checkout some of the examples below.
Here is a demo at TED2010, where Blaise Aguera y Arcas demos new augmented-reality mapping technology from Microsoft. This one shows you how far technology can go, very inspiring.
As augmented reality applications get better, and people have the ability to aim their camera at any real world object and get real-time information on the fly, it’ll be interesting how consumers will take interest in utilizing this feature. Here is an alternative way to improve online shopping experience using AR.
Augmented reality on print is probably the simplest to start, the idea is to integrate the AR with your offline marketing activities as part of the sequential advertising to tell your story like the examples I’ve provided in the last post. For brand experience, a great example is the Adidas Augmented Reality Sneaker Experience.
I think it’s worth reviewing the cost of integrating such concept on a smaller scale just to keep an eye on it. Ultimately it’s another touchpoint marketers can use as part of an advertising campaign but also an added element in abstracting ROI. I welcome any thoughts on this, what do you think?