Augmented Reality – Future Marketing Experience
Marketing is the tool used to gain insights on customer interests and needs such as certain features of a product or service, elasticity of demand pricewise, and many other requirements from the target audience. However, in this day and age, Augmented Reality is the future tool for experimental Marketing, bringing the consumer a positive brand image.
Augmented Reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input, that enrich the user’s perception of the real world. Although AR is often perceived to be in the visual domain (video or graphics etc), it actually includes the other senses as well such as sound or GPS data.
Professor Craig is the Senior Associate Director for Human-Computer Interaction at the Institute for Computing in Humanities, Arts, and Social Sciences (I-CHASS) and a Research Scientist at the National Center for Supercomputing Applications (NCSA), commented the consumer can’t differentiate between a real life physical experience and an augmented reality.
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The popularity of smartphones equipped with GPS and geomagnetic sensors has spurred mobile application developer interest in AR solutions include various applications as well as many uses cases involving content and commerce.
While AR is currently a niche market opportunity, it is expected to grow in the next few years as products from companies such as Google, Samsung, Qualcomm, Sony, LG and Apple. Application and service providers will enjoy significant growth with the build out of 4G networks and business models that involve ASP based service delivery via Cloud-based development, deployment and operation.
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The increasing target audience includes AR application developers, government organizations, Wireless device manufacturers & mobile network operators, cloud infrastructure and service providers.
We refer to brand experience to the impression product’s brand leave on us but I have a feeling that this terminology will change with augmented reality to brand interaction.