While incorporating AR into marketing is still new, marketers can still note how some brands have creatively incorporated technology into their marketing strategies. Ultimately, as the media landscape changes, marketers at businesses of different sizes might have more opportunities to implement the technology as it advances. And, when they do, they'll need to think creatively and innovatively about how they invest in it.

Augmented reality is becoming more popular. You can find augmented reality in practical apps like Google Maps and Google Lens. And there are many others: apps that show what furniture will look like in your room, test new hairstyles or clothes, or add extra information and experiences to exhibitions and museums.

But what is augmented reality, and is it something your business should use?

AR and VR: How do they differ?

You've probably heard of virtual reality or VR. Using a special headset, VR takes you entirely into a virtual world. You could be travelling in space, climbing Everest, or enjoying yoga sessions with people from around the world.

Augmented reality, or AR, doesn't put you in a virtual world. Instead, it creates an overlay in the real world, adding virtual footage/icons/text on top of what a camera captures, often in real-time. It's how players can find easter eggs or fantasy creatures: they look at the world through their phone's screen, where the added virtual elements become visible.

AR brings the real and virtual worlds together. Most of the examples are on phones, and many are very practical. The Measure app on Android lets you measure three-dimensional space, perhaps to see if a new cabinet will fit there. Ikea has an app where you can preview the furniture in your home. And Inkhunter can show you what a tattoo will look like on your skin before you commit to the real thing.

There are many possibilities for AR, including gaming, education, retail and even serious industrial work. Many large companies use AR smart glasses for training and maintenance: imagine seeing the blueprint of what you're fixing right in front of your eyes. Several luxury car brands, such as BMW, use AR by projecting dashboard indicators and travel directions onto the windscreen. If something overlays digital information across what you see in the real world, that is AR in action.

Does your business need AR?

In the coming years, the AR market is estimated to be worth over $60 billion. But does every business need AR? The best way to see how AR works in business is by looking at how other companies use the technology. Here are a few leading cases:

• Furniture and appliances: use AR to preview furniture, appliances and other large objects in a space before making the purchase. Examples: Ikea Place, Shopify AR.
• Training and maintenance: AR can help students and technicians understand complicated machinery by providing overlay instructions. Examples: Boeing (electrical wire training), DHL (improved order picking in warehouses).
• Navigation: AR overlays on phones or across car windscreens help people navigate indoor and outdoor areas without taking their eyes off what's in front of them (Google Maps, BMW iX navigation).
• Fashion: AR apps can help people try new clothes, shoes or accessories, or see them in action on virtual store dummies. Some stores also have smart mirrors, another form of AR. Examples: Nike AR, Zara AR.
• Vehicle showrooms: Prospective car buyers can preview a car inside and out using AR. Examples: Jaguar AR, Lexus AR Play.
• Games: Gaming is possibly the most popular visible example of AR. Examples: Pokemon Go, Harry Potter: Wizards Unite.
• Social media: AR filters are very popular on social media, and there are several ways to make custom filters. Examples: Spark AR, Apple AR Kit.
• Education: AR is fantastic for education as it brings the content to life, often in 3D and with interactive features. Examples: Froggipedia, Narrator AR

You'll likely find more relevant examples if you search in your business sector for 'augmented reality, 'smart glasses' or smart mirrors'. There is almost certainly a use case that will apply to what you do.

But before leaping into the world of AR, you should ask yourself a few questions:

• Does your business have experience with mobile apps?
• Do you have a good reason to use AR, such as generating sales or accelerating training?
• What devices would you support?
• Do you have access to people and resources to create AR assets?
• Can you use a third-party AR service, or should you build your own?

Augmented reality is a fascinating technology, and it's likely to be the biggest stepping stone into the Metaverse, a future where virtual and real worlds blend together. Even on a basic level, AR can do incredible things - such as a virtual easter egg hunt.

But it is also still developing fast. If AR sounds like something you might use, download a few apps, look at how other companies use AR, and reach out to experts in the field. Experiment a little, look at AR creation kits, take a few online courses and you'll soon know if this is something your business can use.

Find the best solution for your business

Are you thinking about your Augmented Reality strategy? Much like everything in business, defining your ambition is the just first step toward developing a strategic stance. The Metaverse is likely to influence many aspects of the business including how customers expect to interact with your business, your competitive landscape and your business operations in general:

• Human resources will have new ways to undertake learning, development and recruiting
• Future growth plans will need to examine new revenue streams and business models
• Marketing strategies will evolve
• Sales teams will be able to host and attend events at a significantly lower cost
• Customer support may use the Metaverse for service calls or to directly demonstrate actions.
• Research and development could be accelerated through “digital twins” and new design tools.

 Vodacom Businesses' range of products and solutions has been custom-built to assist you in your digital journey. We are here to assist you in taking your business to its full potential.