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Augmented reality guide for marketing

The question of whether or not augmented reality is useful for your marketing strategy depends on the market you are targeting. You must carry out the necessary market research to determine what your objective is, and use your data to better understand the behavior of your users. It is essential that you test your hypotheses to see if augmented reality would be a profitable element for your overall marketing strategy.

How augmented reality works

In simple terms, AR identifies certain markers (such as the user’s face) and places the desired digital assets on top of the images captured by the camera. If you’re wondering how it’s done, there are several tools to help you create great AR experiences for iOS and Android audiences.

ARKit

ARKit is Apple’s augmented reality development platform. This platform allows content to be displayed in front of users or behind them through a feature called people occlusion. This tool can track up to three faces at once, offering collaborative augmented reality experiences. Apple also offers other tools for creating augmented reality experiences, such as Reality Composer and AR Quick Look. To learn more about ARKit, visit Apple’s page dedicated to augmented reality.

ARCore

For its part, Google developed ARCore, which uses different APIs to enable a user’s mobile sensors to detect their environment and interact with information. This includes motion tracking, environment understanding, and light calculation. Some of the APIs used are available on Android and iOS to allow the creation of shared AR experiences. To learn more about ARCore, visit Google’s documentation.

Some tools, such as Apple’s ARKit and Google’s ARCore, have made augmented reality experiences more accessible, while the success of some apps, such as Pokemon GO and IKEA Place, have motivated developers to invest in this immersive technology. . Mobile marketers can use augmented reality technology to increase engagement with their apps. Different digital elements can be added, such as messages and objects that allow user interaction. For example, Volvo took AR a step further to enable a mixed reality test drive.