Why people like Augmented Reality
"Augmented Reality" (AR) is an artificially expanded reality. It is created by layers of information from virtual data that are faded into reality via smartphone and tablet or, for example, by the Microsoft Hololens. These can be objects, numbers, texts, symbols or even Pokémons that appear in front of the viewer's eyes in their real environment.
In the case of virtual reality (VR), on the other hand, the user plunges completely into a virtual, thus artificially created, world by means of a still very clobber data gadget, whereby the reality is completely blown out. However, it is now already clear that people prefer AR technology.
But why? Purely functional, there will simply be more application areas, especially in the B2B. But that's not all. Because always come with a decision also emotional aspects. And that means here: The familiar outside world in which AR integrates gives us a sense of security because it is our ancestral habitat.
Example Pokémon hype: Lesson for successful innovations
The global triumph of the comic book app shows one thing very clearly: people don't just want functionality, they also want to experience something. In concrete terms:
- People want to play. They want to have fun. And achieve victory.
- People like it when online is linked with offline as magically.
- People like experiences that touch all the senses.
- People like human interaction.
Anyone who turns these four statements into a business model will surely achieve the future. Because we are multi-sensory, sensual beings - and that is easier to live out in real life than in a purely virtual manner. So the future belongs to those who put the digital perfectly into the offline world.
The “new new” is a return to the offline world
Unfortunately, in the current digitalization noise, especially the diehard online strategists forget that a large part of our lives is still offline. Quality of life is where you can go shopping or cycling, and enjoy the cool beer among people outside in the sunshine. A personal meeting is always more valuable than an internet chat.
So the physical is far from obsolete. But on the contrary. Parallel to advancing digitalization, which is becoming more and more a matter of course for us, the desire for real encounters, for tangible experiences and physical experiences is increasingly emerging. Multi-sensory offline events hold an intensity that we simply cannot achieve online. They generate the highest involvement.
The non-digital becomes increasingly precious
And despite all the enthusiasm for the brave new online world: Hardly any other provider can do it without real contact points. We are not made of bits and bytes, but of flesh and blood. Smart start-ups have long recognized that they can not only grow up with online activities, but also have to make a physical presence. The opening of the Amazon stores is only a Example of this development.
We are primarily looking for efficiency, time savings and price advantages on the Internet. Of course also for information, contacts and pastime. The physical world also offers social activities that engage all of our senses. Seven out of ten consumers even agree that experiences are more important than possessions.
Wanted sensual experiences
If we follow this, then every type of customer interaction has to become much more sensual. The multi-sensory communication offers ample opportunity for this. This is reported in detail in my new book Touch.Point.Sieg. “What becomes rare and precious in a highly efficient, data- and algorithm-controlled world is the unmeasurable, the uncontrollable, the analog,” summarizes trend researcher Peter Wippermann in the 2016 Value Index.
And he also says: “What is getting stronger is the longing for an economy that does not work according to a purely quantitative logic. This is where the great and great task for corporate developers lies - and here, if they do it right, lies the growth markets of tomorrow. ”
Both-as well as: digital, human, emotional
Even in the most digital of all places, in the Silicon Valley, physical coexistence is very high. And there is a great deal of emphasis on a well-being climate that contains competitive elements and allows for victories. Everything squats close together. And everyone talks with everyone. Even billionaire Marc Zuckerberg has his desk in the midst of his people - in the largest office space in the world.
Hunger for touch is omnipresent. Without any sexual background, we hug each other on all sorts of occasions, pissing off and clapping. Come closer, come smell, come feel that I mean well with you, is the message that runs unconsciously in the background. Ties made online are strengthened offline. And security that I don't have online is checked like this.
In communication, too, the focus is on what touches the customer in the truest sense of the word. If you want to increase the overall effect and be distinctive, you have to address as many sensory channels as possible. Sensory charging is like a free ticket to grab a box seat in the customer's mind. And in an increasingly digitized environment, sensual impressions stand out in particular.
Multi-purpose instead of one-pointed - this is the goal
The use of sensual elements, also called sensory branding, stimulates the customer experience considerably. In addition, their interaction is very high. The Brand Sense study by Millward Brown has shown that the average brand loyalty increases by 28 percent with only one who is positively addressed Sense to 43 percent if the brand is staged using two to three senses.
If the inclusion of four or all five senses succeeds, the loyalty to the brand increases on average to 58 percent. "If all the senses are activated at the same time, the emotional effect in our brain is many times higher than the sum of the individual effects of the senses," confirms the neuromarketer Hans-Georg Häusel.
In addition, it is easier to differentiate yourself from the competition with multisensor technology. The aim is to spark fireworks for the senses. Under no circumstances should it be a question of isolated solutions, rather a virtuoso synchronized concept that ideally plays in a mixed reality.
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