Tech Tools
products and services which utilised technology. I spoke with a number of exhibitors, many impressed, but none more so than the companies that were using AR.
Undoubtedly “The proof is in the pudding,” and I was wowed as the exhibitors brought two dimensional products to life with their iPads before my eyes. I stood as a 15cm square piece of card was placed on the floor, morphing into what appeared a life- sized sofa once manipulated by AR. I was shown a sheet in a newspaper which bore an advertisement for a watch, nothing spectacular until the Blippar AR application allowed me to test out how the watch would look on my wrist in a variety of colours and finishes. The value of Blippar’s commercial potential in particular was made evident in the fact that they were awarded the opportunity to showcase their products in Las Vegas at the Computer Electronics Show as a representation of British innovation.
AR can effectively be seen as the better-groomed younger sibling of QR codes. Who, I’m confident to say will be destined to succumb to the more favourable nature of AR. Though QR codes offer some degree of accessibility to brand’s products and services, its
capability pales in comparison to the possibilities and freedom inherent of AR technology. The ability for exciting branding, creativity, recognition and customer interaction afforded by AR technology is no doubt vastly superior.
In effect, brands can increase their depth, scope and customer interaction through established company symbols or logos, applying AR coding to their own existing logos and other branded material. This
allows consumers to
engage and personally interact with brand’s, boosting recognition. In comparison, QR codes are comprised of mostly generic black and white block images, which in themselves do nothing for brand recognition. AR advertising prompts a high level of repeat engagement due to some of the innovative and novel applications of the technology. An example of this being the ability to transform a brand’s logo into a mini game; allowing the ability to create personalised images. Consumer evangelism is also prompted as often AR portals allow users to share content directly to their social network accounts.
In accordance with this, the emergence and increase in the number of Smartphones readily equipped with cameras has been instrumental in
the commercial use of AR technology, and often the two go hand in hand. When used in conjunction with each other, business owners are afforded the opportunity to fuse the digital and physical world whilst their consumers are on the go. With the amount of sales being completed online increasing by the day this no doubt is a marketer’s dream, allowing the development or reinforcement of customer relationships before, during and after sales.
In effect, any object in your customer’s physical surroundings could be utilised to sell your product. From billboards to Smartphone screens, landmarks, clothing, vehicles – you name it! The limitation is
that for the most part AR
requires users to own a smart phone or similar device and be arguably somewhat ‘tech-savvy.’ AR is definitely a technology tailored to millennials. Don’t miss the boat as many did with the emergence of social media, as figures indicate that the market and use of the technology is set to expand drastically in the coming years as its potential applications are unravelled. Brand’s such as Cadbury’s, Guinness, Heinz and scores more have run successful AR campaigns. The possibilities?...Endless.
17 entrepreneurcountry
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