Augmented reality (AR) (freely translated, Augmented reality) is a live (in)direct image of reality. A computer or QR code adds information to it, e.g. of the environment or specifically about a subject, so that the user has an augmented image.
A generally accepted definition has not been formulated. However, Ronald Azuma, the pioneer and innovator of AR, was named a Fellow of the Institute of Electrical and Electronics Engineers (IEEE) in 2016 for contributions to AR, has set some conditions for the operation of.
The system should:
- be interactive in real time;
- combine reality and virtuality;
- operate in three dimensions.
Augmented reality adds real information to perceived reality. So not to be confused with virtual reality which largely replaces reality with simulated information or images.
Advanced augmented reality technology has an additional added value with e.g. object recognition or that the user can 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. It meets the perception of consumers and especially the younger generations. The speed of technological developments such as the large capacity in smartphones, iPads and computers and the wireless communication through Wifi and Bluetooth, that communication and interactions with consumers is possible.
The AR system in itself was used in photo and film cameras and also on television. Then, in your screen, you saw the most important information separately displayed including the original image. Then it was expanded by applying the system to smartphones and iPads in computer games, for example.
But what value could it have for online marketing?
AR can provide support to the consumer in putting together a product, where the system itself comes up with information that the consumer did not think of. Consider also 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 make visual hand movements that are displayed by the computer and thereby produce something.
Consumers have expectations of the producer. And with the already presence of augmented reality of products, the expectations only become more so. Duly consider the following principles when augmented reality is used for online marketing.
Whatever device is used, the actions through the program must be ergonomic.
An important factor is the tracking support of the AR system.
The program must be easy to handle, so that consumers who have little experience with electronics and the Internet can still use it.
Continuity of the system must be ensured. Also through innovativeness.
A real-time interaction keeps the consumer’s attention.
Also very interesting is our blog about customer service.