5 things to be aware of at the dawn of mixed reality


Mixed Reality

To date, brands have struggled to merge the online and offline worlds because the actual tactics they’re using – whether this is an email marketing campaign, or a social media strategy to drive footfall to physical stores – are too out of date with the current demands that consumers are placing on the brand.

But technology has started to catch up with these consumer demands. The dawn of Mixed Reality (MR), driven by Augmented Reality, is upon us and while the promise is huge – what are the key aspects to look out for?

Here are five things you should be aware of with Mixed Reality:

An endless opportunity

Unlike the traditional media channels that brands are currently using to engage with consumers, MR provides brands and advertisers with a medium free of restrictions, enabling them to engage with and learn more about customers in ways that weren’t possible before. By simply bridging the gap between the digital and physical worlds, a consumer will not only be able to engage with a brand’s campaign, they can also become part of it, which in return yields good ROI in the form of loyalty and sales.

Staying ahead of the curve

The adoption of new age technologies such as Augmented Reality and Virtual Reality, means that consumers now have more information allowing them to make more reliable purchasing decisions, which brings about a decrease in return rates and basket abandonment rates, simply by allowing prospective customers to visualise or even try on products before buying; a win-win situation for both consumers and suppliers.

It’s no surprise that furniture is among the first use cases of mixed reality, as Swedish furniture giants IKEA have released an AR app on IOS11 enabling customers to envisage pieces of furniture in spaces within their homes or offices.

Big data equals big results

Intelligent businesses are always on the lookout for innovative ways in using data to their advantage, and MR has the potential to be an exciting revenue-generating technology capable of capturing data in an innovative way much greater than the cost of deploying the solution. This may explain why more businesses are starting to think about utilising MR as a strategy to not only increase store footfall but to also capture key insights into consumer behaviour helping to increase Point of sale figures. Examples of this include capturing product interaction rates, dwell time and social media activity.

MR shouldn’t be your ‘go-to digital weapon of choice’ but as part of a larger arsenal

MR carries the promise of being able to illustrate any conceptual idea, giving marketer’s complete creative freedom. In fact, MR works best as part of a wider marketing campaign, as opposed to being the only strategic solution. The technology will not appeal to every individual, as not all consumers are digitally savvy enough to be able to interact with the technology, therefore using it as a one-size-fits all marketing tool could disengage some customers.

A new form of communication

MR has the potential of changing the way we communicate, by enabling us to use the world around us as an entirely new canvas to learn, communicate and intermix. Microsoft’s Holoporter is a great example of MR technology that allows users to see, hear and communicate with each other as if they are in the same physical space.

MR has become a buzzword that’s on the lips of every forward-thinking technology expert and with so much hype around the technology, it’s easy to see why Tim Cook, CEO of Apple has tipped MR for industry domination. And fortunately, there is still time left for businesses and consumers to prepare for one of the most exciting digital transformation in recent times.

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