Augmented reality has been used in isolated applications for decades, but the technologies needed to fully realize its potential have recently become available. At its core, augmented reality (AR) transforms a large amount of information and analytics into images or animations that are superimposed on the real world. Most AR applications are delivered via mobile devices, but delivery will be increasingly shifted to hands-free wearables such as augmented reality glasses. Augmented reality glasses can be used in videos for business settings by marketing content and marketers in different ways.
Augmented reality glasses bring the digital and physical worlds together. They are distinctive in a way that they can project a digital overlay directly into a user’s field of vision without requiring them to do anything. AR glasses project digital information onto the user’s field of vision to help them interact in real life.
AR glasses provide a significant opportunity for marketers to explore different marketing strategies. “By leveraging technologies that allow marketers to control reality rather than perception, marketers can position their products in the best light possible,” said by Kolsky. In this era of technological advancement where people have the freedom to engage with the brands the way they want, Kolsky believes “Augmented reality is a great tool if it is properly used can be the best friend for the marketers.” AR glasses will be powerful tech which will have a significant influence on the way marketing research is conducted and the marketing content strategies. The AR glasses will enable marketers to access real-time information to make instant decisions.
Augmented reality glasses can gather multiple types of data which can be used by marketers to understand their target market and create a unique consumer experience. The AR glasses will have inbuilt cameras on the outer and the inner side of the glasses. The emotions of the user can be comprehended by eye expressions as they will signal the emotional state of the user. The movement of the eyeball can be captured which can provide useful information regarding eyeball movement behaviour. Eye movements are interesting in relation to advertising and more broadly because they provide useful information about patterns of visual attention. The surrounding environment of the user can be captured by the outer camera which will provide information about the user’s view like areas they will pass by, the billboards they will see, and the brands they will visit. The connection of AR glasses with smartwatches can provide marketers with information regarding arm movement for instance the speed by which the arm is moving or whether the user is holding something in their hands. It is rumoured that Apple’s upcoming AR glasses will be able to sense the figure’s gesture through a smartwatch. Similarly, it is alleged that the iPhone will be used for all data processing in Apple’s AR glasses. Additionally, AR glasses can provide information to marketers about user lifestyles by tracking their routine activities. AR glasses will be connected to a smartphone through which video marketing content can gather data regarding the sites visited, time spent on those sites, and search history. The inbuilt mic in the AR glasses can collect speech data that marketers can use to understand the emotions of the user and their interests.
Augmented navigation is one of the workable uses of augmented reality glasses. AR glasses will be able to provide directions to destinations regardless of whether the user is walking, driving, or running without requiring them to open google maps on mobile phones. This real-time geospatial information can be used by marketers for pop-up advertisements of the brands nearby the specific location. These pop-up ads of the brands will be based on the recent search history of the user and their location on the following route. For example, if the user has recently searched for McDonald’s Big Mac and there is a branch of McDonald’s on the route he is taking, an ad can pop up on the AR glasses saying “Hey, Big Mac is waiting for you.” and providing the real-time information like no long ques, no wait time. To leverage the built-in mic feature of AR glasses, the user can also order a takeaway by replying to the ad without needing the user to make a call.
AR glasses can significantly enhance the user shopping experience while also collecting data which can be used by the marketers. AR glasses could be used in retail stores by adding special tags on the products so when the user sees the product its price will be displayed on the lenses and if there is any promotions or discounts on the specific products the user will be notified on their lenses. During shopping AR glasses will be able to collect data regarding stores visited by the user, how much time he spent at each store, and the products he looked over. The user emotions could be analyzed so the marketers can gather data such as if the user liked the product or not and whether the discount attracted the user or not. Marketers can use this information to design their promotional campaigns and to improve shopping experiences.
There are various customer touchpoints at which marketers can improve the user experience through AR glasses. AR glasses could help advertisers show different ads to different people through billboards. Billboards will have the ability to show people personalized ads based on the user’s data collected as they look at the billboard with the lenses on. By this method advertisers will be able to show thousands of ads on the same billboard. AR glasses could be able to translate advertisements in real-time which could enable the user to understand ads which are not in their native language. For instance, if someone is using apple products, they will be shown other apple product ads on the billboard. Also, if someone has searched about apple products recently, personalized ads will be shown on the billboard according to their search history. This will help advertisers to collect data such as if the user has seen the full duration of the advertisement so in future improvements could be made. Additionally, AR glasses will be able to sense the emotional reaction toward the ad through facial reactions and eyeball movement captured by the inner camera. This will help marketers to know to which level people were able to resonate with the ad.
AR glasses with a voice control feature could be able to listen and analyze your speech about the products you use such as if you are complaining about a malfunctioning washing machine. Marketers could use that data to send you pop-up ads about promotions and discounts on specific washing machine brands. It will enable marketers to target the right customer with the right product.
AR glasses could be used to buy groceries from supermarkets as the user can scan barcodes through lenses which will add products to the cart so the user will be able to see the total bill before checkout. Users can also check the substitute product’s prices, discounts and nutritional information by scanning barcodes through lenses. With the data collected by marketers, the users could be sent new deals, discounts and promotions about the products which are regularly scanned by the user. Based on the information regarding the products purchased by the user marketers can send notifications to them about restocking those items while informing the users of the nearby location of the store. Based on the user’s voice command AR glasses could help the user in finding the product easily by navigating the user to the aisle and sections. This will enhance the shopping experience of the customer.
AR glasses can track the user’s day-to-day activities. For instance, if a user is cooking while wearing AR glasses and they can watch cooking shows and recipes in real-time without touching any device and staying hands-free. With this information on user’s routine activities marketer will be able to send this user cooking-related ads as AR glasses would analyze the data and decides that the user prefers to cook and dine at home. This will enable marketers to gather behavioural data about the user to improve customer experience and target the right customer.
If the user is health-conscious and has an active lifestyle. Since AR glasses will be connected to smartwatches, it will provide the user with real-time important information about their health like heart rate and blood pressure without requiring them to look over their smartphone or smartwatch. For example, the user regularly goes for outdoor activities for maintaining an active lifestyle. This will provide marketers with users’ lifestyle information like whether they go to the gym or like to run. Based on such information they will be able to target the right product to the right customer without misspending their marketing content budget. Also, this will enable marketing content to create unique customer experiences by designing a custom package according to the customer. For example, based on this information marketers can provide a digital guide for healthy food along with their main product.
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