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Gaining Real Business Results From Google Glasses & Augmented Reality

[ 0 ] May. 13, 2013 | SBO Editor

Following in the trailblazing footsteps of social media and QR codes, augmented reality holds the potential to be a game changer in how brands communicate with customers. Augmented reality (AR) is a live, direct or indirect view of a physical, real-world environment, overlaid with artificial elements, such as computer-generated 2D or 3D graphics, sound, text, videos, interactions or GPS data.  It can help make print products more interactive, and can bring a whole new dimension to the way companies promote their products and services.

How does it work?  Well, in their simplest form, augmented reality applications can allow smartphone users to hold their devices over images and receive more content.  For instance, an individual might hold his phone over a poster promoting a symphony concert, and gain the opportunity to buy tickets or get directions to the venue.At its most advanced, augmented reality can be used in glasses, such as the Google Glass, that feature screens in the upper left or right of the lenses.

Look through the glasses at the entrance to a book store, for instance, and in response to voice commands the glasses can tell you where the store’s music department is, or where your friend might be waiting to meet you within the store.

Augmented reality can be used in a variety of ways to promote brands and add a new level of functionality.  Jewelry retailer Boutique Accessories made it easier for customers to buy earrings by providing an AR mirror.  Legos uses AR in its stores to show customers a 3D view of what can be built from Legos when they hold a Legos box up to a screen.   Toyota is developing an AR prototype that will allow drivers and passengers to zoom in on places and objects as they motor past them.

Juniper Research predicts revenue from AR apps to go from $82 million in 2012 to $5.2 billion in 2017.  Some are forecasting 2014 as the big breakout year for AR, based on smartphone penetration and continued development of AR apps tailored to specific companies.  Get a leg up of competition ahead of 2014 by keeping in mind these tips.

  • Meet customers’ needs.   The way you incorporate augmented reality should be straightforward and relevant, honing in on what customers most need.
  • Make it simple. The easiest-to-use AR apps are going to be the most effective, so ensure your augmented reality applications are user-friendly and involve a minimum of steps to use.
  • Measure your results.  You can analyze customer data that include dwell time, traffic and conversion rates to determine your return on investment.

Augmented reality can be a powerful tool in your efforts to capture attention and build your brand.  But don’t get into AR just for the novelty factor.  Ensure your company has a well-conceived strategy before you launch your AR campaign.

For more on the exciting new world of augmented reality, contact Walt Denny Inc. at 630-323-0555, email walt@waltdenny.com or visit www.waltdenny.com.

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Category: Features