Location-based augmented reality marketing | Quantumrun

Location-based augmented reality marketing

Location-based augmented reality (AR) applications are an incredibly powerful tool when it comes to discovering your surroundings, whether you are right at home or a tourist in another country. Companies and businesses have now started to buy into not only how important it is to have a digital footprint online and a small directional map on their landing sites and webpages, but also having a presence in geographical AR that can be used in real time to map out surroundings. Developing a understanding of GPS-based marketing and its success rate as well as the nuances in creating location based apps is the centralized theme of this article.  

GPS-based marketing, does it work?

GPS based marketing is substantial to companies and corporations for a few main reasons. Marketers can filter people based on what location they are in and tailor their information for when potential clients are in a relevant place. When a company or local business knows the dispersal of people amongst a multitude of locations, the marketing strategies change to reflect it’s spread.

How profoundly it impacts the customer is still a formula that needs to be played with, as well as how to integrate a meaningful content strategy, but for now it is working adequately enough for companies to purchase online real estate seen in apps like Snapchat with geotags.

Creating location-based AR apps

Although the tools to create AR centric apps are available to potential developers, integrating GPS within the framework of the app itself is not the easiest of tasks. Developers using ARKit and ARCore for iOS and Android respectively need to construct the application to define locations and physical objects. Wikitude is another platform that gives the developer access to cross-platform tools for development for both iOS and Android platforms.  

Calculating distances and pinging a certain point in the world with accuracy through the AR app needs the development of more reliable GPS tech than what is currently in your phone. Markers are required and need the camera, GPS, accelerometers and whatever tech is in your smartphone to be in sync. This is much harder to synchronize amongst the wide variety of available high-end devices. Simultaneous localization and mapping is a technology that allows for more direct object placement and overlays.

Impact 

With AR forecasted to be an 18 billion dollar a year industry, and with locational marketers looking to pounce on this to direct traffic through their physical and virtual shops, AR is spearheading a hyper-connected marketing environment. As geotags and Locational AR apps help us navigate the world of consumerism, the increased competition over these applications can only grow.

Forecasted start year: 
2019

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