Gartner Research

Augmented Reality: What Marketers Need to Know Now

Published: 07 February 2018

ID: G00337016

Analyst(s): Elizabeth Shaw


Once seen as a technology of the distant future, AR is now a reality for marketing leaders, thanks to technology advancements and consumer adoption. Exercise caution, however, when considering AR. Use Gartner's GAME UP method to evaluate whether AR is right for your brand.

Table Of Contents


  • What Is AR?
  • Understand the State of Augmented Reality
    • Four Popular Marketing Use Cases for AR (With Some Overlap)
  • GAME UP to Develop a Smart AR Strategy
    • What to Do Next

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