'AR'e We There Yet?

Technology can be an amazing tool, if used correctly and efficiently. My last two blogs about Virtual Reality (VR) gave readers the pros and cons about what techies believe to be the next big step in the world of technological innovation.

Eager marketers and companies have or plan to invest time and money into VR initiatives. The practicality of VR, in my opinion, does not outway the many costs associated with the new and highly talked about technology, as discussed in Is VR Virtually Over?

As a solution to this virtual fad, Augmented Reality (AR) provides an easier and more versatile experience to users of all ages and experience. Big name giants like Apple and Google are shifting their efforts to experiment with AR in recent efforts to gain increased market share for their existing and new technologies.

Apple CEO Tim Cook said during a Utah Tech Tour last year that he believed augmented reality would one day become as essential as "eating three meals a day". As promising as this sounds, Cook admitted that full integration of AR tech will take time. This week, Apple will be or has just (depending on when you read this article) released their new iPhone(s) with big plans for AR integrated applications. Experts believe that there could be thousands of new apps in the Apple app store with AR features when IOS 11 operating system is released for the public's use. Whether it is a gaming app like Pokemon GO, or a more practical lifestyle app like IKEA, AR will allow all types of smartphone users to take advantage of traveling to an ultra-dimension in the palm of their hands.

An IKEA virtual catalog using AR on existing mass technology allowing users to customize their new living spaces without the hassle of purchasing, assembling, and returning. 

Apple users are not the only ones who should be looking forward to AR. Last month, Android developers began creating new apps for Google's Pixel and Samsung's S8 Smartphones using ARCore's platform.

What does this mean for marketers?

This means that everyone will soon be able to live in an augmented reality, which opens up an entire new universe for marketers and advertisers. Time will only tell exactly how companies will be able to best take advantage of AR resources for marketing and analytic purposes. However, Forbes Agency Counsel has generated and published some creative and strategic uses for pursuing AR marketing and advertising. These include but are not limited to "three-dimensional thinking, experiencing products in an eCommerce setting, and localized stimulation of clientele."

This AR industry is expected to reach $117.4 billion dollars by 2022, and will continue to grow exponentially further down the road. How do we know this? Just look at the amount of users Pokemon GO attracted in such a short amount of time. Imagine what would happen if this technology could be used for everyday activities that provide value to our lives simply by using the technology we already know and love.

Don't be surprised when the next generation can learn how to be responsible by raising a virtual pet, or when the next class of medical students has already successfully performed hundreds of virtual surgeries before even entering a hospital OR.


Sources:
https://www.nbcnews.com/tech/tech-news/get-ready-era-augmented-reality-n799551
https://www.forbes.com/sites/forbesagencycouncil/2017/06/13/11-creative-uses-of-augmented-reality-in-marketing-and-advertising/#279e02cb6b12
http://newatlas.com/ikea-augmented-reality-catalog-app/28703/