What’s behind augmented reality, and how can we use it most efficiently for our purposes? We asked an expert and obtained some simple tips. Here you go:
At first glance, the term appears rather odd, for how can you augment something as real as reality? But it’s actually not that strange. Because often, it simply means the visual representation of information, i.e. the enhancement of images or videos using additional computer-generated data or virtual objects by means of overlays or superimpositions. Wikipedia has a simple example: when broadcasting football matches, augmented reality involves overlaying distances with the help of a circle or line during free kicks.
And augmented reality (AR) is also ideal for marketing, with entire catalogues being brought to life via apps, for example. With games, in particular, it creates the wow factor and is a lot of fun.
Is that all?
That’s all well and good, but what else? Of course there’s much more to AR. What does it really achieve, apart from the wow factor, and what should we pay attention to when implementing a solution? According to Matthias Känzig, CEO of Takondi, there are five key points:
Make sure that users can enjoy a good experience and achieve useful results. They expect this, just as with websites and apps.
- Suitable for mainstream operation It’s important that the solution can operate on as many devices as possible, is easy to use and can be integrated into the customer journey. Here too, a good experience is key.
- Profitability The solution should be able to grow in line with your needs. Ideally, existing content can be used and don’t forget to integrate your brand image into your AR world. This creates recognition and therefore added value.
- Added value Your AR solution should be regarded and applied as a further digital touch point when communicating with your target audiences, thereby enabling you to correctly use and integrate it at appropriate points of the customer journey.
It’s important to invest in technology and implement projects. But this alone does not achieve a great deal. You should also think about sales and marketing.
AR applications, along with gamification elements and the use of apps at conferences, are all part of digitalisation and/or the way we handle digitalisation. The more we know about it, the better and more efficiently we can use it. And the greater your firm’s success.
Bild: Bradley Hook CC0
Published 15.06.2017 © Brandsoul AG