Google Introduces AR Search; Are You Searchable?

google-ar-search

Fun story: I got to pet a tiger in my living room today. Well, it may have been only through Google’s AR search. Still, it was wildly joyful!

It turns out tigers are quite adorable creatures. If you don’t believe me, you can give it a shot yourself. In case you own a smartphone with updated ARCore or ARKit, search Google for “tiger”. Right away, you’ll see a stunning 3D model of a tiger. After touching it, you’ll have the option to “meet a life-sized tiger up close”. And that’s where the fun starts.

What you will have experienced is the current version of Google’s AR Search. Last month, Google introduced the world to AR search at I/O’19. Till now, the feature is limited to animal AR models. However, Google promises to allow support for a much higher variety of AR models very soon.

Still, AR search has got the digital marketing world abuzz and for good reason.

For one, everybody knows how much Google is into AR. For the love of Nick Fury, they even recruited Earth’s Mightiest Heroes to promote AR to the world.

Credit: The Verge

Meanwhile, everybody also knows that Google controls one of the most sought-after infinity stones: SEO. Hence, as Google starts a wider rollout of AR search, SEO algorithms are surely to prioritize AR-compatible pages. In part, this will grant marketers a new mighty weapon to win the SEO wars.

Interested now, aren’t you? Then, we reach the important part; the how to be searchable by AR search part. Assuming you’re still not sure what AR is or got it mixed up with another reality-based tech, here’s AR in a nutshell. By definition, AR is overlaying virtual objects over a user’s view of the real world in real time.

In other more casual words, AR is like putting your smartphone on LSD.

I mean, that wouldn’t be illegal, right? Your phone can then show you all sorts of fun content through its camera. Except none of this content is actually in your real environment. So it’s the perfect merge of the virtual and physical worlds.

To get ready for AR search, you’ll need to prepare 3D models for your AR experiences. After that, according to Google, you’ll need to write “3 lines of code” to make your AR content searchable. And it’s really as simple as that pretty much to get on the AR search train. But, if you’re not fond of coding, stick around till the end of this blog post for a lovely surprise.

Now, you know what it takes to capitalize on Google’s AR search. How about some inspiration for the types of content that you can turn AR searchable. Here are 5 types of content which fit perfectly with AR search:

1- Products

So far, showcasing products in AR has done wonders for brands. For example, revolutionary Michael Kors became the inaugural brand to run an AR ad on Facebook. Last National Sunglasses Day, Facebook users received ads for the Lon Aviators which said: “tap on me to try”.

In quick fashion, tapping initiated users’ front cameras and allowed them to try the aviators on themselves. Further, users were able to move their face around freely and could easily switch between different colors.

Credit: CNet

While the ad is fairly simple, it amassed astounding success. Apart from captivating Facebook users, the ad was the subject of over 30 pieces by major press outlets. Of these, names like the NYTimes, Forbes, and AdWeek praised Kors’ brilliant use of AR. In addition, the ad won multiple awards, including a Shorty Award and Campaign of the Year by Mobile Marketer.

Realistically, we can expect the same kind of impact when Google makes products searchable via AR search.

The only difference, though, would be that the products wouldn’t be in ad form. Essentially, pages with AR products would get all the aforementioned perks without paying a penny via AR search.

Of course, the feature wouldn’t be limited to sunglasses only. All sorts of apparel, as well as cosmetics and furniture, would shine in AR search. Besides, AR is a great medium for how-to content. Thus, AR search could be your way of showing your customers how to install complex products.

2- Brand Mascots

For years and years, marketers have deployed the use of mascots to promote their brands. Literally, this ageless strategy gives their brands faces which customers can identify and remember.

Plus, mascots do an impeccable job of catching kids’ attention. And targeting kids in marketing leaves Mommy and Daddy no choice but to pay for products.

Today, as kids become more entangled in the digital world, showcasing mascots through AR search would be smart. For instance, say a young boy googles McDonald’s. He would then get a result that says “meet Ronald McDonald up close”.

Then, the boy could play with him and have all sorts of fun. Ultimately, this experience would build a strong bond between the boy and McDonald’s.

Credit: Know Your Meme

3- Infographics

Without a doubt, infographics are among the most valuable content marketing tools today. Being visually attractive and concise on the text side, infographics are easily digestible by our brains and memorable.

As a result, infographics usually have solid potential for going viral. Moreover, well-researched and well-presented infographics can help brands establish thought leadership.

But do you know what infographics could really use? Some extra interactivity. And AR can be just the right tech for that job. Imagine an infographic that launches in the readers’ real environment.

To access info, they’d have to interact with it, move it around, and chase it all over the place. That way the experience itself becomes more engaging and promotes learning. Basically, it gives readers a chance to channel their inner Tony Stark.

As infographics become searchable via AR search, everybody will be Tony Stark. And that’s never a bad thing!

Iron Man GIF - Find & Share on GIPHY

4- Short Movies

In an era where ads are absolutely everywhere, brands always search for ways to be more humane. Chiefly, they try to put their brand stories front and center. That includes having brand stories as the first part customers see on websites.

But many brands utilize this tactic now that it may not be as resourceful anymore. Hence, brands should look for more innovative ways to tell their stories. On that note, an AR short movie telling a brand story would be nothing short of epic. Plus, eventually, it would be searchable on Google AR search.

Live Shot of AR Movie Snowbird. Credit: Stanford News

5- Maps

Along with its announcement of AR search, Google announced incoming support for arrow-based AR maps. This means that users could google certain shops and immediately get a map to help them reach their destination.

Also, such a feature would come in handy in exceptionally large shopping malls. Throughout the trip, brands could make use of the navigation experience to promote products or give rewards.

Credit: The Verge

Overall, Google AR integration is promising a lot for the future of technology, search and customer experience. The best thing about it is that it will all be on the web, without having users download an app to see their search results in 3D models or AR, something we’ve been advocating for at Augmania for years now and we are glad to see the huge search engine also opting for the WebAR approach to provide more value to users. Now is the time for brands to implement AR and revolutionize their content, else they’ll be missing out on many opportunities and mostly losing the SEO battle.

Remember the aforementioned lovely surprise? You can now create the AR content of your dreams without having to write a single line of code and publish it easily on the web! Check out Augmania for more information!

What Corporate Training Should Expect From AR

When I first joined Augmania, I wasn’t necessarily a rookie. Actually, I had years of experience in content creation that qualified me to join the AR powerhouse. Yet, when I look back at my early blog posts and compare them to recent ones, I notice many improvements. While subtle, these improvements are significant and have made a difference. And the main factor contributing to these improvements is the corporate training I’ve received since joining the team.

Surely, most of you have similar stories to mine. That’s because corporate training, though employees may not enjoy it, is integral for punctilious development of an organization’s personnel. Of course, this consequently leads to solid financial performance. Hence, a ‘learn new stuff everyday’ mindset is very desirable in the corporate world. To help employees acquire said mindset, internal L&D (learning and development) teams take radical measures.

Unsurprisingly, most of these measures include the use of new tech. Many technologies have proven valuable in making corporate training more fun and more efficient.

With that, we reach the star of our blog post: Augmented Reality!

As always, what’s most impressive about AR is how it can solve industries’ toughest challenges. It’s no different in the corporate training realm. Thus, we shall list the biggest obstacles facing L&D executives and show how AR overcomes them:

1- Filling a substantial gap between job requirements and talent skills

According to Deloitte, 2 million job opportunities in the US industrial workforce will go unfilled by next decade. This statistic is a result of a major trend in the US. Lately, we’ve seen a decline in the number of qualified workers in manufacturing. While there is a surge in job openings, employers don’t see most of the available talent pool as competent.

With no apparent solution, the responsibility falls on the shoulders of L&D executives. Through their corporate training programs, they have to turn this incompetence into proficiency. For that, they can depend on AR corporate training.

Through AR training programs, employees will get virtual guidance through every step of their job requirements. They can undergo interactive tutorials again and again until they master the necessary skills. All the while, they won’t have any pressure from bosses shouting instructions at them.

Need a live-action example of what I’m saying? Alright, you got it. In this video, we see a comparison between a technician attempting a task using written guidelines versus using AR smart glasses. As a result, he completes the job 34% faster using the AR glasses. See for yourself!

2- Maintaining the attention of millennials

In the year 2019, a huge sector of the workforce is made up of millennials. Without a doubt, millennials have been under the magnifying glass of researchers for many years. Despite some of these researches being controversial, one thing millennials are infamous for is short attention spans. At this point, even millennials would admit it.

So how do you combat that using AR corporate training? Remember the part where I mentioned AR glasses? Well, that was just me suckering you into thinking that AR’s use is limited to wearable devices. Quite contrarily, the most popular form of AR and possibly the most effective is mobile AR. Mobile AR gives the same benefits of AR except users need only their phones to engage with AR content.

Now, let’s go back to our poor millennials in their workplaces. Often, millennials can’t focus on corporate training tasks because they keep getting impulses to check out their phones. In that case, a mobile AR corporate training program can neutralize this issue completely. Millennial employees won’t get distracted with their smartphones when their smartphones give them their tasks. Also, the learning process itself becomes much faster and fitting of millennials’ attention spans.

3- Providing clear learning objectives to trainees

At times, L&D teams have a hard time communicating to employees the objectives of their corporate training programs. Ultimately, these vague objectives leave employees scratching their heads. To counteract this, AR teams up with the wildly popular technique known as gamification. Gamification deploys essential elements of gaming, such as giving objectives, in non-game experiences.

For instance, think of a new hire‘s first day at the job. A gamified AR corporate training program could turn his/her entire day into digestible objectives. It would start by showing how to sign in for arrival. Then, it would orient the new hire with all the machinery he/she is going to work with. Next, the program guides him/her through all the reports and paperwork for the day. Of course, after completing each objective, the program can reward the user in a variety of ways.

4- Tracking trainees’ progress

What’s a great corporate training program if you don’t have sufficient insights to judge an employee’s progress? That would be almost like throwing all the hard work into the bin. However, the entire story changes with AR. Using AR, L&D teams can embed analytics, such as learner satisfaction and enrollments, into their corporate training programs. Immediately, they would get results in real-time and act on them.

Plus, these AR analytics provide a great opportunity for L&D experts to tailor programs to each employee. Yes, personalized corporate training is absolutely a thing with AR!

5- Reaching higher ROI

So ROI is not entirely an issue in L&D, but who hates better ROI? Now, this part is a summary that puts all the aforementioned perks of AR together to reflect on ROI. We’ve seen how AR helps employees get through their corporate training tasks faster. Then, we showed how versatile AR is as it can be both in wearable or mobile form. Should you choose mobile AR, you get a bonus perk which is cost-effectiveness. From there, we explored how fun and engaging AR corporate training can be. Finally, you can ensure efficient corporate training when you utilize AR analytics to monitor progress with potential for personalization.

If we put that in the form of an equation, it would look like this: Fast + Versatile + Cost Effective + Fun + Engaging + Efficient + Personalized. I’m pretty sure the answer here = Better ROI!

Would you like to enhance the corporate training initiatives at your business? Sign up to Augmania’s Web AR platform and reap all the aforementioned benefits of AR corporate training! And guess what? You won’t have to write a single line of code or hire a developer.