The Future of Marketing: Embracing Augmented Reality and Phygital Marketing

The tech world has seen significant advancements in immersive technologies over the past three years, with augmented reality (AR), virtual reality (VR), and extended reality (XR) taking center stage. The development of AI has also seen a huge leap forward, with a focus on the race to launch devices for AR and VR. At CES 2024, the central theme was “spatial,” highlighting the growing importance of immersive technology in our daily lives.

Immersive technology is no longer a future concept but a current reality. The era of neural networks, metaverses, spatial computing, AR glasses, and VR is quickly becoming our present reality within the next three to five years. Devar, a company specializing in AR technology for nine years, discusses how businesses are adapting to these new realities in marketing.

Despite the global technological changes, many marketers still have a “blindness” when it comes to utilizing AR technology in their strategies. AR marketing spend is on the rise, expected to reach $12 billion within three years. However, the focus has primarily been on the “WOW effect” and promotional campaigns, rather than integrating AR into the marketing of physical goods.

The concept of phygital marketing, which combines physical goods with the digital world using AR, is gaining traction as a new era in advertising. This approach allows for deeper engagement with the audience and presents new opportunities for businesses to promote their products in innovative ways. From merchandise packaging to social media promotion, phygital marketing offers a range of possibilities for businesses to explore.

By leveraging AR technology, marketers can transform physical products into digital entry points, enhance user engagement, and gather valuable audience data for targeted marketing campaigns. The integration of AR content with social media advertising and packaging can further enhance the overall marketing strategy.

In conclusion, AR technology is not just a “wow” factor but a powerful tool for performance marketing. Embracing phygital marketing and incorporating AR into marketing strategies can open up new opportunities for businesses to connect with their audience in innovative ways. The future of marketing lies in the fusion of physical and digital worlds, and it’s time for entrepreneurs to embrace this new era of marketing.