To your average consumer, B2B is a mysterious bustling dance that plays out behind-the-scenes in corporate offices. But it does not have to be stiff and opaque. There is marketing magic to be worked here. Say hello to AR.
Friendly Reminder that AR is Cool
It’s total integration of real-time data with the objects right before our eyes. It’s like Google living inside your field of vision. Don’t believe it’s possible? Things like Pokemon Go prove the software technology already exists. And we have the hardware, too: remember Google Glass? Although this snazzy eyewear didn’t totally catch on (did the $1,500 price tag have something to do with that, perhaps?) AR hardware is slowly catching up to the software—as recently as last year, Microsoft launched Hololens. This is a more sophisticated product, which focuses on consumer and enterprise problems and has a ton of educational applications. It’s a huge project, and it means Microsoft is all-in when it comes to leveraging the true potential of the AR.
What Does That Potential Look Like?
Anyway, back to B2B. Take a look at some of the cool ways AR could spice up your business marketing below:
- Interactive Sales and Out-Of-Home Advertising (OOH): With AR, you can showcase 3D printed-products without the actual printer—meaning concepts could come to life right before your clients’ eyes. And if you want to dream even bigger than that, something as simple as passing by a billboard could be an immersive experience. Think of this scene from Back to the Future.
- B2C and B2B purchasing: If you’re addicted to Snapchat filters, then you know that every cellphone camera is capable of being an AR generator. And that simple fact could mean never having to step foot in a store again. If you can project virtually a 3D version of something into your conference room, then you can buy it from your desk chair. It means a massive shift in the way you intake information. Think of it this way: all decisions in finance are based on information, but even the most hardcore trader can’t handle looking at more than six computers. AR could transform your entire field of vision into an information hub (that’s like 20 computer monitors!)
- Event planning: What if the next time your business has some giant headache-inducing event full of unforeseen issues (what do you mean, the speaker system won’t fit through the doorway?!) you could virtually check out the space beforehand? With the use of AR, you can stop venue problems before they involve any panic-stricken PAs running for extension cords.
- Immersive pharma: Molecular structure is complex and beautiful. That might be forgotten, though, when pharmacists try to describe drugs to the doctors they sell them too. Through AR, however, they could visually present the stages of the drug as it passes through your body.
This is still in the dreaming stage. The examples above are hypothetical but reachable—it just is a matter of the investment money that AR gets from leading technology companies. There’s no doubt that AR will become a major factor in UI of the B2B world. Even the jaded, grey-suited veteran business people out there can’t resist the wonder of such an impressive and immersive experience.