Smart phones make augmented reality an important and dynamic marketing tool that will grow substantially over the next few years.

Smart phone penetration by the way, is no longer "small" as this article states.

For the US, current smart phone penetration is well over 20% of all cell phones. Additionally, 40% of all non-smart phone users have intent to purchase one by June of 2010. That will easily push the numbers up over 50% in 2010.

All the more, cell phones in general outnumber computers 3 to 1. So somewhere before June of 2010, smart phones will outnumber computers.

Anyone that says, "there's not really much there to sustain any real engagement" for Augmented Reality hasn't a clue about how it can be applied, particularly with mobile.

Snap tags through retail stores on product labels and POS will enable video demonstrations to come to life, help shoppers answer the most challenging questions, compare products, suggest additional items and tips and more. All will take place through the smart phone overlaid with real time proximity, behavioral and actual time of day variables.

This work is already under way. That's why every marketer needs a mobile marketing strategy. We cover this and many more marketing trends changing the marketing landscape in our XL Marketing Trends reports available free on our web site under Insights.

Here a few good demonstrations of Augmented Reality -
http://www.youtube.com/watch?v=LGwHQwgBzSI

http://www.youtube.com/watch?v=HYznneCujjo

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