Only 15% of Marketers Use AR
Augmented Reality (AR) may seem cutting-edge, but perhaps marketers are more willing to endure paper cuts than invest in the technology. In 2016, AR saw about 15 percent of marketers investing in it, while even fax marketing had 23 percent of marketers willing to part ways with dollars for the tactic in 2009, the last year marketers were asked about it — both according to Target Marketing research.
In this most recent report, Target Marketing’s “Marketing Mix Trends 2010-2016,” AR adoption figures are cataloged from 2011 to 2016.
Target Marketing’s research says marketers are missing the virtual boat. AR is a way to get marketing messages inside technology, says Target Marketing’s analysis of six years of “Media Usage Survey” data. The “Augmented Reality” section is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
Augmented Reality Marketing
For more information about the report’s “Augmented Reality” findings in “Marketing Mix Trends 2010-2016,” please refer to the excerpt below:
Marketers continued to keep their distance from augmented reality. The percentage of those who have increased investment in this area has languished in the low single digits for several years, and 2016 was no exception. This makes sense if a brand manager’s perception of virtual worlds is overhyped alternate realities, such as Second Life.
But Edelman Digital’s “2017 Trends Report” noted that game technology is leading a surge of this technology’s use, with Oculus Rift, PlayStation VR and Pokémon Go leading the charge.
Long story short: The 85 percent of marketers who currently don’t use this medium will find themselves behind the curve on featuring their messages within technologies, which “will help amplify the reach of both virtual reality and augmented reality content to the masses,” according to the Edelman report.