Whenever a nascent technology is launched in the market, it doesn’t take long for commercial and industrial beneficiaries to adopt that technology and initiate plans for its implementation. Augmented reality (AR) is no exception to this expeditious adoption. While augmented reality extends commercial value beyond mere gimmickry and gaming purposes during its inception, it now garners recognition across a spectrum of verticals—including B2B and B2C commerce. As augmented reality gradually becomes mainstream, the technology is already subjected to countless AR app development processes to boost the marketing and advertising segments. Most organizations like to get the jump on their competitors in the market by getting onboard with trend before it picks up the pace. However, the real question still remains: Is the marketing team ready to harness the full potential of the nascent technology, and simulate audience interest in their brand, products or services?

There are a few factors every marketing team needs to explore before implementing augmented reality in their portfolios. It is imperative the organization evaluated the need for augmented reality in their marketing campaigns rather than investing in the adoption of AR for the sake of technology. Knowing the marketing goals is one thing, but knowing how to bring out the full potential of a technology is a different matter entirely. The implementation of augmented reality will not be an easy task as the marketing teams will be facing an uphill task to innovate AR-driven marketing campaigns—a gamble for the success of realistic expectations. In order to avoid this predicament, the organizations must target their research towards the advantages and prerequisites of AR marketing, solidifying the objectives of the marketing campaign in the process. The most common marketing campaign objectives would be to build brand awareness and establish optimal customer engagement. But what the marketing teams often overlook is the objective of user adoption and readiness while driving internet traffic with video views.

Augmented reality software overlays the digital data onto a user’s view of the real world, delivered in a form of hardware with a visual functionality element. However, marketers must invest in the right types of hardware for public delivery of AR campaigns or build app-based experience for users to access on a smartphone for optimal user experience. While augmented reality continues to fascinate the B2B and B2C space, the risk of AR-marketing still remains substantial until the market matures. All marketers can do now is observe the evolution of augmented reality with fastidious care to see where it flows in the future.