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Marketers have one main question to answer when it comes to AR
And its answer can determine if the tech endures -- or is a flash-in-the-pan.
Here’s the key question marketers face when it comes to augmented reality (AR): What kind of reality wants to be augmented, and why?
Certainly, there are many ways in which reality can be wowed up, the equivalent of lasers in a shopping center parking lot. Pokémon Go, for instance, is an instance of wow, but how often can marketers create such a find-it-yourself phenomenon?
You could create a virtual Super Bowl using AR, as The Thinkwell Group has done, or some similar museum-like attraction. But after people get over the novelty, it pales compared to the real experience.
If AR is going to become a long-term tool for marketers, it needs to find some reality that wants to be augmented day after day.