The potential of augmented reality is limited only by our imagination and current 3D modeling capabilities. An example you’ve probably seen before is Google’s 3D animal view, which allows users to place an animal in their space to scale. As novel as it is, the renderings are a little unrealistic. However, in the B2B marketing space, AR can be an immersive, easy way to place large product models in front of a customer within seconds. It allows end users to see your unique solutions up close, without transporting any large machinery. Imagine strolling on a trade show floor with a smartphone, panning left to right, and walking among digital models that would usually take days to transport and assemble. In addition, you could always repurpose your AR renderings for the virtual trade show world.
These detailed, 3D models can replace brochures, flyers and traditional media, allowing your customers to experience offerings in an entirely new way. Ford, for example, used AR footage in 2017 to let Auto Show visitors take a peek under the hood of their (then) new Ford F-150 truck, before salable units were even available. There are also practical field applications for augmented reality, such as this remote monitoring and analysis application from Regal Beloit.
Despite the positives of AR technology, marketers are still limited by the supporting technologies currently available. 3D has a basic drawback: the more complex the rendering, the more storage and render time will be needed. Users can be notoriously unforgiving if a clever AR application looks fantastic but causes intense battery drain or load time. But as mobile technologies advance, communication and processing systems will continue to improve and match AR’s power and memory requirements.