Your guide to transforming your business with spatial computing, featuring real use cases and proof points of augmented reality in marketing, advertising, and sales
Ready to revolutionize your business? The Next Dimension: How to Use Augmented Reality For Business Growth In The Era of Spatial Computing, by Tom Emrich, explores the power of augmented reality (AR) to propel your business strategy into the next wave of computing. Learn how AR is reshaping the digital landscape, crafting a new marketing mix, and evolving retail into a brand-new consumer experience. Gain valuable insights on realizing success with AR across the marketing funnel, activate and engage ‘Generation AR,’ and move beyond traditional ads with immersive campaigns that are co-created with your consumer. With real-world examples from brands like LEGO, BMW, Walmart, Gucci, Diageo, and more, this guide equips you with everything you need to use AR technology for immediate and impactful results.
What's Inside? Game-Changing Benefits:
- Spatial Computing 101: Get introduced to the future of computing. Understand how spatial computing transforms our relationship with technology and uncover the new opportunities it offers for your business.
- Your 3D Wakeup Call: Learn to spatialize your business by embracing 3D. Discover the latest consumer devices and develop a 3D strategy that maximizes your investment across consumer touchpoints.
- Marketing in an Augmented World: Explore how brands seamlessly integrate AR into their marketing mix. Dive into common mobile AR use cases and see how brand pioneers are marketing with mixed reality headsets like Apple Vision Pro and Meta Quest 3.
- Advertising in the Next Dimension: Break free from traditional banner ads with immersive AR campaigns. Learn to digitize print and out-of-home advertising and get a glimpse of future opportunities with smartglasses.
- Selling with Spatial Computing: Revolutionize e-commerce into AR-commerce by bringing showrooms to customers and making online shopping feel more tangible. Use AR to turn a trip to the store into an unforgettable experience.
Why The Next Dimension is Your Must-Have Guide:
- Groundbreaking Insights: Tom Emrich demystifies cutting-edge technology, breaking it down into simple, actionable steps that make AR accessible and exciting for everyone.
- Real-World Success Stories: Immerse yourself in inspiring case studies from pioneering brands leveraging AR platforms from Meta, Snap, TikTok, Niantic, and more. These include data points demonstrating how AR achieves results from awareness to purchase.
- Actionable Roadmaps: Receive detailed, practical guidance on effectively integrating AR, covering everything from innovative marketing tactics to measurement considerations.
- Future-Proof Your Career: Ramp up your knowledge, gain inspiration, and find out how to develop an AR-centric strategy to stay ahead in this ever-evolving tech landscape.
The Next Dimension is more than a book; it's your key to unlocking the digital frontier. Become a spatial computing champion and help take yourself and your business to the forefront of this technology.
Bonus for book owners: This book is AR-activated. Bring the cover to life with a WebAR experience created by EyeJack. PLUS, talk to an AI about this book with ‘The Next Dimension Book GPT.’
Table of Contents
How to Use This Book xiii
Bring the Cover to Life with AR xiii
Talk to an AI About This Book xiii
Preface: The Man from the Future xv
Chapter 1 Welcome to the Era of Spatial Computing 1
Chapter Cheat Sheet Powered by AI 1
We Are All Digital Flat Earthers 2
I Sense, Therefore I Am 3
Mind the Gap 5
A Leap in Dimension 6
Our Post-Smartphone Future 8
The Age of Experience 11
Sparking Spatial Strategies 13
Chapter 2 Spatial Computing 101 15
Chapter Cheat Sheet Powered by AI 15
40 Years in the Making 16
The Spatial Computing Tech Stack 19
The Eyes and Ears of Spatial Computing 21
If Computers Only Had a BrAIn 23
Merging Our Body with Bytes 24
Software Development for AR/VR 27
Sparking Spatial Strategies 30
Chapter 3 Your 3D Wake-Up Call 31
Chapter Cheat Sheet Powered by AI 31
A New Device Ecosystem 32
It All Starts with 3D 33
Spatializing 2D Content 35
Gaming and the Metaverse 36
The State of AR Today 37
The Market Readiness for AR 41
Societal Considerations 42
The Year Is 2035 45
Sparking Spatial Strategies 50
Chapter 4 Marketing in an Augmented World 51
Chapter Cheat Sheet Powered by AI 51
You Can’t Spell “Brand” without the “A” and “R” 52
Jumping the Immersive Innovation Chasm 54
Proving Value Along the Marketing Funnel 56
Collapsing and Twisting the Marketing Funnel 59
The New “P” in Marketing 61
Generation AR 62
Sparking Spatial Strategies 63
Chapter 5 Redefining Mobile Marketing 65
Chapter Cheat Sheet Powered by AI 65
Integrating AR as Part of Your Marketing mix 66
Make Consumers the Main Character 68
Open a Portal to Your Brand World 70
Bring Content into the Consumers’ World 71
Awaken Your Product So It Can Sell 73
Add a Talking Twist to Your Packaging 75
Let Your Packaging Entertain Your Consumer 77
Gamify the In-Store Experience 79
Measuring Success with AR 81
Sparking Spatial Strategies 82
Chapter 6 Marketing in the Era of Spatial Computing 85
Chapter Cheat Sheet Powered by AI 85
AR Headworn Wearables Are Already Here 86
Meet the MR Marketing Pioneers 88
Key Principles in MR Headset Marketing 93
Looking into the MR Crystal Ball 98
Sparking Spatial Strategies 104
Chapter 7 Advertising in the Next Dimension 107
Chapter Cheat Sheet Powered by AI 107
Moving Beyond the Banner Ad 108
A Massive Opportunity for Advertisers 111
AR Ads That Go Snap, Insta, and Tok 113
AR Ads outside the Walled Garden 119
Augmenting Billboards and Bus Shelters 122
Make Your Ad Jump Off the Page 124
Key Principles for AR Ad Success 126
Measurement and the Importance of Standards 129
MR Headsets - A New Frontier for Advertisers 131
Advertising in a World with AR Glasses 132
Sparking Spatial Strategies 134
Chapter 8 Selling with Spatial Computing 135
Chapter Cheat Sheet Powered by AI 135
AR Sales Opportunities Today 136
Consumer Demand and Early Insights 138
Transforming E- Commerce into AR-Commerce 139
Using AR as a Physical Product Perk 145
The Rise of Virtual-Only Sales 146
Turn Catalogs into Retail Experiences 148
Bring the Showroom to the Consumers 150
Augmenting the Retail Space 150
Principles for AR Commerce 153
Measuring AR-Driven Sales Performance 155
Shopping in Mixed Reality 157
Looking at Retail Through AR Glasses 161
On the Horizon for Spatial Sales 164
Sparking Spatial Strategies 167
Chapter 9 Becoming a Spatial Computing Champion 169
Chapter Cheat Sheet Powered by AI 169
Spatial Computing Needs You 170
Embrace Experimentation Enthusiastically and Eagerly 171
Commit to Lifelong Learning 173
Crafting an AR-Centric Strategy 175
Go Forth and Be Spatial 178
Sparking Spatial Strategies 179
Endnotes 181
Acknowledgments 209
About the Author 211
Index 213
