Augmented Reality: A critical part of your toolkit

Aarti Bhaskaran and Heather O’Shea

This paper explores international research that illustrates the importance of augmented reality strategies among audiences, and highlights its power for brands who wish to engage deeply, influence purchase decisions and reach Gen Z.

Introduction

Technology has given us new ways to engage with consumers beyond traditional media and retail channels, and marketers are grappling with how to strategically use emerging tech to drive their businesses. Capturing consumer attention is harder than ever - but the right augmented reality (AR) strategy can change that. This paper will explore the methodology and results of several in-depth research projects that show how AR drives sustained emotional engagement, immersion and purchase behaviour among key audiences and provides marketers with insights on how to use augmented reality as part of their omnichannel strategy.

Augmented reality (AR) is defined...

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