Marketers have one main question to answer when it comes to AR

And its answer can determine if the tech endures -- or is a flash-in-the-pan.

Barry Levine on February 8, 2018 at 10:28 am

RedBubble AR app

Here’s the key question marketers face when it comes to augmented reality (AR): What kind of reality wants to be augmented, and why?

Certainly, there are many ways in which reality can be wowed up, the equivalent of lasers in a shopping center parking lot. Pokémon Go, for instance, is an instance of wow, but how often can marketers create such a find-it-yourself phenomenon?

You could create a virtual Super Bowl using AR, as The Thinkwell Group has done, or some similar museum-like attraction. But after people get over the novelty, it pales compared to the real experience.

If AR is going to become a long-term tool for marketers, it needs to find some reality that wants to be augmented day after day.

[Read the full article on MarTech Today.]

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.