This technology helps to take ads to a whole new level to boost interest and engagement from consumers.
It wasn’t that long ago that augmented reality technology was considered to be nothing more than a mobile marketing gimmick that would come and go within a very short period of time.
However, augmented reality is starting to prove that it is much more than a passing fad.
Mobile marketing has been taking a dramatic leap toward the use of technology and augmented reality has become a central component of that. It has proven itself to be engaging and functional and is continuing to play an ever increasing role in a number of different advertising and promotional campaigns. It has managed to hold its own as marketers seek out more complexity in their smartphone and tablet campaigns, as the penetration of these more high tech devices continues.
As advanced technology plays a more important role in mobile marketing, so will A.R.
It had a bit of a confusing start, particularly as mobile marketing companies attempted to explain what, precisely, augmented reality is, to their customers and to consumers, as well. However, the tremendous potential for interactivity that the technology has shown to have has brought it to life. Consumers are engaged, and the experience of the campaigns has been considerably broadened through its use.
According to Snipp Interactive’s John D. Fauller, “Augmented reality is still very much in the experimental bucket for most brands, and most of the implementations so far are still gimmicky.” He added that “We’re starting to see more focused brand building campaigns using AR and eventually will start seeing truly utility applications using AR – that’s when you know it’s officially here to stay.”
That said, there are still some companies that continue their reliance on the gimmicky side of augmented reality for their mobile marketing campaigns. This is because they are new to the technology and they have not built up their repertoires in terms of how it can be used to its greatest potential. That will come with time as they gain a better understanding of what it is and how their customers can use it.
According to the Meredith Parents Network president, Carey Witmer, evp, despite the fact that Millennials have greatly embraced technology, there hasn’t been much of a depletion of the readership of its print publication. Witmer pointed out that “I don’t know anyone who has ditched print altogether,” and she added that “We see a very stable base of print readers.”