All eyes will be on Apple this week when it announces its new iPhone
to celebrate the 10th anniversary of the original model. Over the last
decade, Apple has changed how we think about and interact with mobile
devices, and it has had a huge impact on everything from basic
communication to shopping, marketing and customer experience. One of the
new features for the iPhone 8 is its augmented reality capability,
which has the potential to revolutionize marketing.
Augmented reality blurs the line between the real world and the virtual world. A version of Apple’s AR technology was introduced earlier this year at Apple’s Worldwide Developers Conference. Essentially, the technology uses the phone’s camera to add pretend objects to real situations. It can put virtual cups of coffee onto a real table or show a virtual spaceship flying around a real auditorium. The updated camera understands what it is looking at and then can place virtual objects onto what the camera is showing. The possibilities with this new technology are endless—never before has AR been so readily available and in the hands of consumers, just waiting to be used. Now it’s up to marketers to get ready for a marketing transformation around AR.
AR can be used in a number of ways depending on the needs of the organization. Some companies use it to preview what new furniture or a home renovation would look like in the actual space, while others have created worlds where customers can virtually “shop” in a store and try items on their own bodies. As the technology grows, marketers are sure to push the envelope even more to find ways to combine the real world with the virtual world to further their brands. Augmented reality can turn into a two-way conversation between the brand and the customer and lead to a much richer interaction, says Jeff Smith, CMO at Acxiom. After social media, chatbots, and other digital marketing platforms, AR is the natural next step to showcase your brand and build a relationship with customers.
Source: https://www.forbes.com/sites/blakemorgan/2017/09/11/iphone-8-augmented-reality-feature-to-revolutionize-customer-experience/#15ff7b416a6c .
Augmented reality blurs the line between the real world and the virtual world. A version of Apple’s AR technology was introduced earlier this year at Apple’s Worldwide Developers Conference. Essentially, the technology uses the phone’s camera to add pretend objects to real situations. It can put virtual cups of coffee onto a real table or show a virtual spaceship flying around a real auditorium. The updated camera understands what it is looking at and then can place virtual objects onto what the camera is showing. The possibilities with this new technology are endless—never before has AR been so readily available and in the hands of consumers, just waiting to be used. Now it’s up to marketers to get ready for a marketing transformation around AR.
AR can be used in a number of ways depending on the needs of the organization. Some companies use it to preview what new furniture or a home renovation would look like in the actual space, while others have created worlds where customers can virtually “shop” in a store and try items on their own bodies. As the technology grows, marketers are sure to push the envelope even more to find ways to combine the real world with the virtual world to further their brands. Augmented reality can turn into a two-way conversation between the brand and the customer and lead to a much richer interaction, says Jeff Smith, CMO at Acxiom. After social media, chatbots, and other digital marketing platforms, AR is the natural next step to showcase your brand and build a relationship with customers.
Source: https://www.forbes.com/sites/blakemorgan/2017/09/11/iphone-8-augmented-reality-feature-to-revolutionize-customer-experience/#15ff7b416a6c .
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