Communication, especially voice communication, is what defines a society. Since the development of language over 50 million years ago, human beings have sought out ways to communicate and interact with the outside world. This has led to communication between A-D, B-D,-C, etc. Language evolution was the catalyst for inventing new tools to help people pursue specific goals, such as hunting, collecting food, or just grouping together. As civilizations evolved, we began exchanging information via mouth to mouth or generation to generation until we could write it somewhere like it was in 1454.
Another milestone in human communication’s history was the press. The press was a platform that allowed for the creation of a second broadcast network within the human race. Our thoughts, ideas and opinions, as well as our experiences, were easily gathered into a book. It was much easier to spread it across a network than in years past. The telephony network was born with two main wings: the control plane to set up switching circuits and the data plane to transmit voice messages. We didn’t know how much the internet would grow after it was created in the late 50s. If we didn’t mention protocols, the OSI model or the Open Systems Interconnection model when we talk about the Internet today, we would be like science fictionists trying to explain a dream.
Then came IoT, with its platforms like mobile technologies and wireless Internet. Circuit-switched networks and wireless technologies, packet-switched networks, computer telephony, features & applications.
Humans are always trying to humanize machines and robotize, so to speak, human tools. While we construct things in the material world, such as buildings, houses, cars, and so forth, we also build things in an informational world, which includes knowledge, music, movies, and other media. We can now create whole informational worlds. This informational world can replicate different types of behaviour from the real world.
This is a source of psychological and philosophical studies in many thinking schools of past and present. It can be seen by watching a favourite TV show or listening to music that touches your soul. It’s almost as if we are being absorbed in thoughts, memories, and feelings by external stimulation.
Virtual reality is the art of reproducing the real world with high quality, conviction and intensity. This requires enormous processing power (Moore’s Law). Augmented reality, on the other hand, is a mixture of computer-channelled and direct perceptions. It can be implemented in three modes: visually, orally, and haptically. The AR designer will create a set of new parameters that the subject can recognize from the point of computer-channelled perception.
This trend will be boosted by Facebook and other social media networks in the coming years. Experts predict a 95% annual growth for 2016. It is the boom of paraphernalia, the increasing demand for AR products and the need to satisfy shareholders from companies in different industries that are driving the socialization of AR strategies into business plans.
Tips for a better brand building strategy
AR is a tool just like the print, web, and so on. Therefore, the branding guidelines that you use in other channels should also be applied to your AR offering
What is your engagement strategy? What is the engagement strategy for the entire work of connecting senses and computer-generated stimulation? It will depend on the market or industry that you work in. Retail, real estate, tourism, automotive, etc.
AR is mainly content. Consider AR a content strategy. Begin with the basics. Write it down, or create an AR briefing. Next, define and limit the boundaries between the hardware and marketing concept. You can then focus on each one separately.
Define the best way to distribute this content. Would it be via app stores, a b2b solution, or b2c?
What’s your lead generation strategy? There are many options, such as content-driven models, free subscriptions or as a novelty, subscribing for emails for updates, and free AR testing spots. There are many ways you can increase your ROI. You already know that AR is used most often in medical education, gaming, computing, and mobiles.
Metrics! Understand that AR is about a sustained user attraction that never ends. Users change, and we need to understand how they react to AR products. You must consider the experience aspect when you are branding and designing the visual identity. AR isn’t exclusive to one channel; micro-moments can also be used here.
Now, from a holistic perspective, the company must align all its departments to install an innovation culture (intrapreneurial). This includes the R&D-marketing and R&D-marketing departments.
