My demand for client advisory (known at Gartner as inquiries) on the topic of Augmented Reality (AR) is growing fast, especially from tech and retail industries.  That’s because AR is now a tangible reality for marketing leaders, thanks to technology advancements (including ARCore and ARKit) and consumer adoption.  Marketers are hungry to learn about AR technology, vendor landscapes (agencies, tech and more) and best practices from early adopters like Baxter and Ikea as they evaluate whether it’s a fit for their brand or build on existing programs.

To help guide clients on and offline, I published new foundational research on AR titled Augmented Reality: What Marketers Need to Know Now that defines what AR is and how it works, provides an analysis on the state of the industry and outlines four top marketing use cases with examples (subscription req). While these are not the only use cases for AR, they are the most common for marketing and typically overlap in some respect:

  1. Brand and product storytelling
  2. Augmented commerce or “a-commerce”
  3. Bridging offline and online
  4. Sponsorships and advertising

Don’t be seduced by the AR hype.  Whether it’s celebrities vomiting rainbows on Snapchat or excitement post- CES 2018 (3D-like holograms, anyone?), marketers must follow a cautious, organized and disciplined approach — a strategy we call “GAME UP.” GAME UP stands for goals, audience, metrics, extension, usability and promotion. Each step encourages marketing leaders to ask the right questions that ensure their strategy is sound and investments will deliver.  If AR is not right for your brand (yet), just be sure to continue to monitor rapid developments.  Want to learn more? Schedule an inquiry with me to learn more about these trends and our testing framework.

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