Augmented reality (AR) is a live (in)direct image of reality. A computer or QR code adds information to this, e.g., about the environment or specifically about a subject, so that the user sees an addition to the image.
A generally accepted definition has not been formulated. However, Ronald Azuma, the pioneer and innovator of AR, was appointed a Fellow of the Institute of Electrical and Electronics Engineers (IEEE) in 2016 for contributions to AR, and has set some conditions for its operation.
The system serves:
- to be interactive in real time;
- to combine reality and virtuality;
- to function in three dimensions.
Augmented reality adds real information to perceived reality. Therefore, it should not be confused with virtual reality, which largely replaces reality with simulated information or images.
Advanced augmented reality technology offers additional added value, for example with object recognition or the user’s ability to interact with it. And the latter raises the question of whether it is a tool for online marketing?
AR applications have been very popular with large companies and consumers for several years. They meet the experiential needs of consumers, especially younger generations. The speed of technological developments, such as the high capacity of smartphones, iPads, and computers, and wireless communication via Wi-Fi and Bluetooth, makes communication and interaction with consumers possible.
The AR system itself was already being used in still and video cameras, as well as on television. In those cases, you would see the most important information displayed separately on your screen, along with the original image. Subsequently, it was expanded by applying the system to smartphones and iPads, for example in computer games.
But what value could it have for online marketing?
AR can assist the consumer in assembling a product, with the system itself providing information the consumer hadn’t considered. Think also of the entertainment industry, where the interactive component is important in computer games, and in the museum world. The interaction can even go so far as to allow users to visually make hand movements that are displayed by the computer, thereby producing something.
Consumers have expectations of the producer. And due to the existing presence of augmented reality for products, these expectations only increase. Take the following principles into due consideration when using augmented reality for online marketing.
Regardless of which device is used, the actions performed via the program must be ergonomic.
An important factor is the tracking support of the AR system.
The usability of the program must be developed in such a way that even consumers who have little experience with electronics and the internet can still use it.
Continuity of the system must be ensured. Also through innovativeness.
Real-time interaction keeps the consumer’s attention.
