With the development of digital technology and the extraordinary progress we are making in this area, augmented reality is increasingly taking a leading position in communication and marketing. Let’s explore together the principle of augmented reality, its difference from virtual reality and how it is possible to integrate such technology into your marketing actions. therefore Provide consumers with a new and unique experience,
Virtual Reality and Augmented Reality
Virtual reality is a group of technologies aimed at Represents a 3D universe in which the viewer can be completely immersed, For such an experience, a three-dimensional universe is projected using various devices such as motion sensors, joysticks and headsets. Virtual reality began to be experienced for several decades, but nowadays it is able to fully manifest itself. It is used especially in video games, allowing the user to project himself into a virtual world and develop there.
Less advanced, virtual reality experiences make it possible to create virtual tours or even 360° videos, thus mimicking eye and head movements. Virtual reality therefore immerses the user in a very unique experience, immersing him in a dimension different from his own reality. However, it has its limitations, which can sometimes lead to dizziness or a feeling of confinement, depending on the individual.
Augmented reality is not to be confused with virtual reality. it will depend on our reality and there integrate virtual informationobject in two or three dimensions, and it through a device. It can be a phone, tablet, glasses like Facebook’s smart glasses etc. With this device, our reality is augmented with additional virtual information.
Augmented Reality and Marketing
Many people around the world are able Test out augmented reality with games like Pokemon Go, released in 2016. However, the concept has been around since at least the 1980s, with inventions such as Steve Mann’s iTap, a headset that allows information to be displayed in front of the user’s eyes.
Augmented reality technology is of particular interest to a large number of brands. This makes it possible to highlight products through technological innovation, and that appeal to consumers. It must be said that AR allows you to live never-before-seen experiences, and especially allows you to handle the product without owning or at least touching it. So to cause a different user experience and lead to a purchase, because Consumer is no longer just a spectator but an actor in advertising,
A true communication and marketing tool, and a key selling point, augmented reality convinces consumers more effectively than any other medium. It is also particularly useful for e-commerce.
Augmented reality nevertheless remains a marketing action as a whole. It supports other functions, and adds technology, innovation and fun to an already well-crafted strategy.
use of augmented reality
To be superimposed on reality, AR uses data such as the user’s geographic location, compass and sensors to learn not only position but also the field of view and orientation of human movements.
Many brands have understood that augmented reality is a real marketing tool. Some of the most famous examples include L’Oreal and its application to test makeup, or IKEA is offering to put furniture in your living room To see if they would fit. Other brands have sailed the boat for an ever more futuristic user experience.
In the coming years, augmented reality will become a powerful tool that should not be overlooked in providing consumers with a global experience of online shopping and directly in store. But don’t forget that it complements a more complete marketing action, adding both an interactive and fun dimension with the consumer participating in the campaign.
Unlimited Fields of Application
The use of augmented reality can be imagined in areas as unpredictable as they are. The list of areas of application and potential market is to say the least. astonish, Little attention to some of them.
The shift in AR, in favor of manufacturers, equipment suppliers or tech giants, has already begun. Nvidia or Vere are working on a windshield displaying additional content (roadways, promotions in stores, reported accidents, gas pumps).
Two giants Apple and Google are working today to offer their interfaces with Apple Carplay and Android Auto. “I’m incredibly excited by AR because I can see uses for it everywhere, I can see uses for it in education, in consumers, in entertainment, in sports.” I can see it in every business I know anything about »
You can enjoy the augmented reality layer in the following places:
- at the Château de Chambord;
- at the Musée d’Orsay in Paris;
- In the arena of Nmes;
- in the Museum of the Great War;
- To learn more about Avignon Bridge;
- To visit Paris in a different way or in many other castles, fortresses and historical places.
By realistically embedding virtual objects in a observed landscape, augmented reality allows enrich user experience in their mobility.
As for the historical aspect, virtual reality also has a say: it allows multisensory experiences or the impossible to live in the real world. we transport in time and space, Opening up access to history but also to knowledge and discovery: visit a large museum or palace straight from home, get a glimpse of distant lands, revisit a great historical battle from the inside, and more.
The fusion of virtual reality and heritage is to allow an enriching journey, an innovative experience, a whirling immersion of a single place in a bygone period.
One of the main difficulties faced by e-commerce sites in fashion or clothing is related to product returns. Augmented reality will very soon make it possible to try on sunglasses, shoes, coats, makeup directly on yourself.
Like Instagram and Snapchat filters, This overlay of technology allows a visualization and a projection like So that he can lift this big hurdle soon.
Holograms have started appearing on the stage, Similarly, it is now possible to attend a concert from home With maximum immersion experience. The context of social distancing associated with the current pandemic will only trigger these trends.
Some artists, such as Jean-Louis Aubert, have relied on augmented reality to present a new album: interactive packaging, sleeves with additional content, access to studio sessions immersed in virtual reality.
The newspapers and animated photos that can be easily imagined by recalling what the Harry Potter universe has exposed for all to see are now reality.
Other sectors include security, transportation, industry, science, print media, entertainment, cooking, etc.
The real game changer will be the democratization of augmented reality glasses To enable mass adoption of technology and to remove the barrier of mobile phone as an intermediary medium.
French optical giant Essilor Luxottica has entered into an agreement with Facebook to develop these glasses on a large scale. The future is already underway.