augmented reality and the bandwagon
June 22nd, 2009 • posts i've written
Lately, I’m hearing a lot of back and forth these days over Augmented Reality.
As it happens with technology, more evenly distributed tech (webcams and smartphones) has lead to a step forward (AR) which has lead to a rise in applications and adoption. Call it progress or call it a bandwagon, either way, we’re seeing some particularly smart uses of the technologies at hand.
When most people consider a bandwagon, they see two options: jump on or stay off, proselytize or condemn. Of course, this is a false dilemma.
The third option is to remain curious – and to use technology to serve a purpose. Most of us are talking to clients about the technology, and it’s up to us as intelligent thinkers to determine if AR really can serve a purpose for our client’s business. Disregard those that blow wind, listen to your own damn self.
But I will say this, ignoring and avoiding advances in technology, even those you may deem superfluous, is the quickest road to irrelevance. Technological literacy is a demand of our modern era; sussing out how things work is critical to understanding how things will change.
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It’s about understanding how the technology fits in a bigger picture of how we live our lives. The technology changes constantly- so it’s up to the marketers and strategists to understand how people are using new technology and if it fits with a brand’s identity and message. Whether it’s AR or (way back when) Twitter, we need to be on top of the new stuff- or die a slow death to irrelevance.