We are quite familiar with Snapchat lenses that add elements to your face before you send a snap. Most of us are also aware about the gaming app ‘Pokemon Go’. In addition to these, we have also witnessed those glasses that helped us experience the real-life sensation of riding a roller coaster without actually being on one. Have you ever wondered how these tech marvels came to exist? Well, Augmented Reality (AR) and Virtual Reality (VR) made all of this possible!
Augmented Reality or AR enhances your real-time physical environment by adding digital elements to it. When the user wants to stay connected to the real world, AR is the best option. This is because AR does not immerse the user into the experience fully, only partially. AR is easily accessible because users can use their smartphones for the same. For example, there are a couple of apps that allow users to arrange items of furniture in their rooms by viewing the rooms in 3D.
Virtual Reality or VR, on the other hand, is a completely immersive experience that stimulates real-world experiences by shutting the user out from the current physical world. Augmented Reality, when compared to Virtual Reality, is simpler because one needs special devices to enable the VR technology. AR combines digital and real elements while VR is a completely made up of digital elements.
AR and VR create a rich and interactive environment that enhances the user experience. They also make life easier because users can personalise content suited to their needs. Users are also able to connect with such content on a deeper level. Due to these benefits, AR and VR find application in a variety of fields. The entertainment sector uses AR and VR technologies to create immersive games. VR also finds use in the medical field to practice procedures. Apart from this, it is also used by the military to simulate different situations, as well as in the education sector to help students train and develop academic skills.
A major application of these technologies also exists in the marketing world. Marketers are increasingly using AR and VR to connect to their customers and increase brand awareness. These technologies allow brands to tell their story in a unique way with personalised elements. They also allow marketers to measure engagement and analyse key metrics to understand user behaviour which can aid in constructing effective campaigns in the future.
However, all is not flowery in the AR/VR world. Implementation and maintenance can be expensive. Moreover, training results can vary. If one does well in simulated tasks, there is no guarantee that the results will be the same in the real-world. Data privacy and escapism concerns can also arise. However, if implemented strategically, the benefits of these technologies far outweigh the drawbacks.
Companies are always looking for innovative ways to connect to their target groups. AR and VR technologies are presenting themselves as robust tools for the same. Given the recent technological shifts, they possess massive potential.
Upreality is a next generation experiential marketing agency that specialises in creating relevant designs, virtual & augmented realities to enhance the audience perception. Go to www.upreality.in to know more!