Introduction to Visual Experiences
As marketers, we’re often focused on refining keywords, copy and calls-to-action, whilst the those that we’re looking to have interaction are drawn to immersive and visual experiences. With recent technology, brands now have the chance to adapt and lean into what really engages potential customers. According to Jennifer Liu, director of product management at Google, “We’re evolving to a more visual and immersive web, with the smartphone camera powering a brand new visual era of helpfulness.”
The Power of Visual Understanding
Seeing is usually understanding. Whether you’re learning concerning the solar system or selecting a brand new color scheme for your house, seeing is usually understanding. With computer vision and augmented reality (AR), the camera has grow to be a robust visual tool to assist you to understand the world around you. You’re most definitely accustomed to the form of AR technology that uses your phone’s camera to overlay digital information and content onto your physical surroundings. If you’ve ever used an app that places 3D objects, resembling furniture, in your personal space or added computer graphics to your selfie, you’ve used AR.
Reimagining Customer Experiences
We can now use smartphones to explore the world around us and even find out about recent things. This presents a large opportunity for brands to reimagine their customer experiences and differentiate themselves. Take MAC Cosmetics, for instance. The beauty brand launched a YouTube pilot, in partnership with FameBit by YouTube, that enables people to virtually try on lipstick colors using their smartphone. Other AR experiences can help you use your smartphone camera to grab text and pictures from the skin world and interact with them in a more engaging way. Whether that’s immediately translating a foreign-language restaurant menu into your native language or identifying a painting that you just see.
Search What You See
Today smartphone AR technology can do greater than just add fun filters or virtual content to our physical world. AR enables our devices to perceive the world like we do: visually, immersively and in three dimensions. The camera doesn’t just augment our reality; it understands reality, relaying relevant information back to us within the context of the world around us. This technology is having a profound impact on the best way that individuals search. “Search,” says Liu, “isn’t just concerning the standard text input, website-suggestions output anymore.” Search is becoming a rather more visual experience, allowing people to access richer details about what they see using their smartphone’s camera.
The Future of Search
Say, for instance, you want something that your friend is wearing, however it’s difficult to explain in words. You can use Google Lens, which has already been used greater than a billion times, to discover the item, surface relevant information and even get styling recommendations from around the online. And when you will have questions on the things in your physical surroundings — resembling “What is that sign saying?” or “What breed is that cute puppy?” — Lens can put the answers in real-world context and supply information when and where it’s most useful.
Conclusion
In conclusion, the rise of visual and immersive experiences is changing the best way we interact with the world around us. With the assistance of AR technology and smartphone cameras, brands can now provide more engaging and interactive experiences for his or her customers. As search becomes more visual, people will have the option to access richer details about what they see, and types may have recent opportunities to distinguish themselves and supply unique customer experiences. As we proceed to evolve right into a more visual and immersive web, it’ll be exciting to see how brands adapt and innovate to satisfy the changing needs of their customers.
