Augmented Reality

Augmented reality is highly interactive. Unlike virtual reality which allows the individual to immerse in a virtual world, augmented reality turns computer graphics into real life. This real life or reality refers to the space around the person who is making use of the AR equipment. The graphics can range from 3D images to just information tags about the location.

Google Glass is one of the latest innovations in augmented reality. It’s a pair of glasses that offers an overlay of virtual data on top of reality. 

Mobile Marketing and Augmented Reality

Six out of seven people use mobile phones all around the world, and that amounts to six billion people. These human beings are active on Facebook, SMS, and other mobile platforms that enable one to communicate, belong, and be entertained. 

The truth is, mobile marketing is very different between countries of varying incomes. For instance, some low-tech mobile marketing campaigns may entail the mere use of SMS. Meanwhile, in countries where smartphones dominate, rich web and apps are used. Augmented reality is also common here. 

This amazing technology is a type of virtual reality that utilizes computer graphics onto physical space around the person using the tool. 

Augmented reality has a history outside mobile use despite being new in the market. For instance, it has been used for so long in the medical field for surgical information delivery. It’s also used for architecture when virtually building structures, or for long-distance collaboration in one virtual room. 

For example, in 2013, the Japanese band Shiba Park held a very unique concert where the audience’s mobile phone controlled it. The audience downloaded Odoroki, an app to promote interactions in the environment. The space transformed into a mobile-operate theme park where visitors control vehicles, fountains, lighting, and more.  

Indeed, the mobile phone has various benefits. But they also come with a lot of downsides. While users need no education, marketers have to thoroughly plan the creation of campaigns and applications. 

Brand Communications through Augmented Reality

AR in advertising was first used by HIT Lab NZ as well as Saatchi & Saatchi in 2005. They used it for an application for Wellington Zoo, letting the users see animals by pointing their mobile cameras at printed barcodes.

As of now, the number of applications have been increasing. However, they are less useful and just more gimmicky. For instance, Ikea campaigns let people see virtual versions of furniture pieces they wish to buy using phone cameras. 

Augmented Reality’s Future 

Augmented Reality is still new in the market. It still has a long way to go as barriers include development costs and user education have hindered it from innovating. Thankfully, smartphones and specialized tools in augmented reality are emerging. This enables the AR applications to increase too.

Some challenges faced by AR include the investment in development as well as the possibility for privacy concerns.

Mobile Analytics

Another mobile feature that can be used by an organization is mobile analytics. Just like augmented reality, this aspect is relatively young. But the ability to monitor the effectiveness of your campaign is a crucial part of mobile marketing. This is especially true if you aim to invest in new technology for a return on investment.   

Personal analytics, on the other hand proves how mobile devices can help you gather measurable data on your physical behaviors to improve health. It can even help you understand you habits and get fitter.

For instance, step counters help you track how active you are as this feature is present in mobile phones. There are also a few applications that help you monitor your sleep. These present the depth and peacefulness of your slumber, along with the rhythms and patterns you exhibit. Nike+FuelBand is a famous device that helps you monitor your exercise and calories. Lastly, productivity apps like those that track time helps you manage time spent reading emails, social media, and more.

Going back, traditional analytics aims to focus on the web instead of the mobile web. But it has innovated in a way that it now offers information on the keywords that allowed users to go to the site. They also allow one to see the referrers used, and how long people spend on a page. 

Other Mobile Marketing Channels

Aside from augmented reality, here are the most basic mobile marketing platforms that only require the use of messaging. 

SMS

SMS, which means Short Message Service, is the most widely used data application around the world, which is why many mobile marketers recognize its potential. After all, almost all mobile phones support SMS.

However, users of mobile phones have second thoughts about SMS for mobile marketing. This is due to people who do not want to share their personal information like their phone numbers. This may be because of their trauma from spam email messages. However, this perception has been evolving due to the prevalence of Common Short Codes or CSC. 

Instant Messaging

Exchanging messages in real time has been more convenient now than ever, thanks to instant messaging. While it offers very similar advantages as SMS, it is cheaper and more instant. 

It is available for those who use smartphones and some feature phones. This offers a platform for customer support. However, it might result in an increased risk of alienating and angering consumers. 

Instant messaging is recommendable for those who are focused on your product and service.

QR Codes

QR codes are also known as 3D barcodes. They provide rich data that are so complex but compressed into an image that is scanned and decoded by your phone. This mobile marketing channel lets the user take action easily, although they are prone to bugs.

QR codes also have huge barriers to entry despite the emergence of multiple smartphone users. For instance, some smartphone users still need to install applications that can decode QR codes. Once done, the camera phone allows them to gather information in just a single click. They are then interpreted which usually lead to website URLs, contact information, downloads, and even discount vouchers. 

© Image credits to David Buchi