B2B companies should consider exploring the use of augmented reality for engagement purposes
There is real business sense to using AR, and adoption can complement existing projects effectively. The key is to identify right and proper use of the technology which best complements the brand’s objectives
With ARKit and ARCore rising in use, more options are available to companies to use the tech for beneficial applications. From training to healthcare, filmmaking to gaming; immersive technologies increase the complexity and usability of mobile devices.
So AR is here to stay, in one form or another. Yet with the development of more sophisticated tools such as ARKit (from Apple) and ARCore (from Google), developers now hold a tool base with the potential for greater interactivity with their consumers, leading to players who are more engaged than ever with their smartphones – and with this engagement comes potential.
Much of this potential lies with consumers and a mainstream market – but for many others, the potential lies in businesses training their own staff, or brands reaching consumers in new ways by adopting the technology.
Scrolling through our phones
According to Flurry Analytics, consumers spend approximately five hours on their phone every day, the majority of which interacting with friends on social apps like WhatsApp, Facebook and Messenger.
By bringing global communication and information services to our fingertips, the mobile space has significantly enhanced real world interaction. This added complexity is not a barrier – it is an exploitable opportunity for massive gains in connecting with the user.
Yet beyond the dominance of the main social networking apps, people’s engagement rates are, surprisingly low. According to Localytics, the average monthly session length was only 4.80 minutes (versus 4.96 the previous year). With short attention spans come short play sessions, and any company investing in an app wants to ensure sessions are long, useful, and engaging.
Avoiding a low engagement rate is key in any case, and there are numerous ways to do this; a dedicated session to using an app by a company, or in-game rewards to incentivise users through gamification.
Now watch: See What This Augmented Reality Smartphone Can Do
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Source: Information Age