Cool New Marketing Technologies: Caught and Served

Archive for March, 2009

Augmented Reality is a Reality

By Greg Jones

If you aren’t already familiar with augmented reality, I’m sure Hollywood has introduced you to it once or twice without you knowing it. Augmented reality is a field of computer research which seeks to combine real-world and computer-generated data in real time to enhance your experience of the present. By enhancing one’s sight with digital information, 3D objects and digital projections, what you see will always be more than meets the eye.


Realtà Aumentata – Augmented Reality from soryn on Vimeo.

When we blur the line between what is real and what is computer generated in our daily lives, the digital and the physical become one, and the world will never look the same way again. Slip on a pair of sunglasses, say a command and buildings surrounding you are labeled with business names, street addresses; they are filtered for only Chinese restaurants, ATMs or public restrooms. Forget handheld GPS units—directions will be projected in front of your every step. Temperature, time of day, chance of rain, whatever is important to your current location and your current interests will be available to you. This is science fiction, right? Perhaps but augmented reality is slowly starting to become a reality.

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Merging our Digital and Physical Worlds

By Greg Jones

Being new to A Wider Net’s team of writers, I would like to introduce myself: Hi, my name is Greg Jones. Good intro, right? I have followed A Wider Net for the past few years and jumped at the opportunity to participate. My bio can be found on the About page if you would like to know a bit more about me. You can always follow me @gregjonesonline on Twitter as well. And with that, on to my first post!

As a culture that craves technology, a simple question must be answered: How does one connect our digital and physical worlds in a way that has real world value?

It is a virtually untapped avenue for marketing which requires a new way of thinking about applications, content and interaction to turn a ROI. With very few industry leaders and developers, it can be difficult to invest time and money into the unknown, but stand still and you will fall behind.

One concept gaining traction is Microsoft Surface. Hopefully, everyone has heard of Surface by now—but how many have actually used one, and was it a worthwhile experience? Microsoft has displayed a growing number of applications on Surface which are starting to break new ground in the right direction. Imagine sitting down at a restaurant, pulling up a digital menu, ordering drinks, meals, desserts, splitting tabs, calculating tips and charging to a debit/credit card—all on the surface you are eating from. That has real world value and customer appeal, period. It might not be feasible (or sensible) everywhere, but it exemplifies the notion that someday applications which enhance a real-world experience will be the norm.

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Quick Mention – BtoB and MHT coverage

By Rob Everton

Real quick – here’s a nice article from BtoB magazine about an event we recently produced for Lightolier.

They got my title wrong, and it should credit Jamie Tedeschi as Creative Director, but otherwise it’s a good piece about a terrific event.

Next, check out this great piece in Mass High Tech about the use of video for corporate communications. In both cases these are ways to leverage online video with solid production value for reliable, cost-effective and trustworthy communications.