Marketers must know about and be ready to leverage emerging technologies such as augmented reality while being mindful of providing substantive placements that are part of a larger narrative.
Augmented Reality (AR) tools have been popping up all over. From sex toys to furniture, makeup to hamburgers, AR is the newest tool in a digital marketer’s toolbelt. We’ll discuss what this technology is, explore its history, and suggest ways in which to best leverage it.
So what is Augmented Reality?
To begin, let’s clear up one misconception. People tend to mix up Augmented Reality (AR) and Virtual Reality (VR), and often use the terms interchangeably. The technologies are slightly different and depend on the level of digital immersion. VR distinguishes itself by being a complete simulation of a real (or fantasy) environment in which the user can interact. You know it is VR when you’re using a headset that transports you to a new world and you need tools to interact with that world (such as haptic gloves).
With AR, the user still sees the real world, but they also experience additional digital elements overlaid on various objects within that world. AR experiences are generally handled with a smartphone or tablet and can be teamed up with other devices to increase the level of immersion.