A new study into Augmented Reality (AR) shows that 62 per cent of b2b and b2c marketers are considering using the technology, but the majority are still unsure about exactly how to use it, or what its benefits are.

The research, conducted by AR firm Hidden Creative, was commissioned to coincide with the launch of ‘Augmented Reality Marketing Strategies: The How-to Guide for Marketers, which looks at the commercial uses of the technology.

The report reveals how businesses are currently using AR, namely:

• 19 per cent use AR as replacement for standard print literature
• 18 per cent use AR as an additional tool to win pitches
• 16 per cent use AR at events and conferences to draw attention
• 16 per cent use AR to bring online campaigns to life
• 8 per cent use AR to enhance point of sale material

“People think that Augmented Reality is only useful for the initial wow factor, but in fact, there are real commercial uses to the technology that deliver results to the bottom line and alter the ways end users interact with a company, service or product, says Hidden chief executive, Matt Trubow. “Marketers can use the technology to create an immersive brand experience by physically putting a product in the hands of customers and demonstrate how it works.

Hidden recently built two AR kiosks for engineering firm ABB for use at trade shows.
ABB saw the average dwell time of attendees at the events increase to 15 minutes. The AR kiosks helped deliver a 250 per cent rise in business leads, while the company’s website saw a peak increase of 451 per cent in weekly hits.

You can download a copy of the report here.