117 | P a g e The Wearable World in the Palm of our Hand: The Perceived Importance of Augmented Reality in Marketing Strategies (original) (raw)
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2013
The present article refers to an exploratory study of the perceived importance of augmented reality for marketing strategies, namely in what concern: costs, branding, communications and product versus immersion, body, wearable and blended augmented reality. It starts with the theoretical framework for augmented reality, followed by the design and research methodology; it then proceeds with the analyses and comment of data gathered, and at the end, it refers to the research limitations and perspectives. Results point out that augmented reality is not perceived as an outstanding tool for marketing nor as an investment with high benefits, nevertheless it is seen as pertinent for blended marketing and immersive augmented reality gathering some sympathy from respondents.
Augmented Reality as a Marketing Strategy for the Positioning of a Brand
Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies, 2019
New marketing strategies and growing technological advances have not been ignored by large and even medium-sized companies. This context, in turn, has allowed some companies to make the decision to introduce their own brands in the market. In this scenario, augmented reality (AR) is a technology that allows virtual reality to be added to a real physical environment, which makes it a novel tool for discovering new uses, forms and habits of consumption. Through the AR, the aim is to surprise the client and obtain their complete attention and interest. Of course, the main objective of AR sales is to awaken the consumer's desire and then motivate them to purchase the final product that they have already visualized through an app (usually through a mobile phone). This approach, without a doubt, originates a novel marketing strategy and very few companies currently use or know, since they assume that their cost is high, which is not necessarily the case.
The Development Of Marketing And Augmented Reality
In the 1900s, the economic, social, cultural and technological developments that have taken place since the first introduction of the marketing term have affected social structure and in turn, marketing. With today'ʹs changing conditions, competition has increased and organizations have become more difficult to survive. Technological developments have created new areas on the market. In this competitive environment, businesses have started to compete with each other to be early adapters and to dominate the market in these new areas. Augmented reality is one of those developments and together with the marketing practices; it has begun to attract the attention of businesses and consumers day by day. In this article, it is aimed to examine the usage of this technology, which combines the virtual world with the real world, to identify its limitations and to shed light on businesses, consumers, academicians and future researches and to make suggestions.
Augmented Reality as a Powerful Marketing Tool
Proceedings of CBU in Economics and Business
Today's market is oversaturated with new technologies that are slowly moving through our daily routine. Businesses often have to pursue new strategies to reach new customers and retain existing ones. Popular technologies of today undoubtedly include virtual reality (VR) and augmented reality (AR). The application of augmented reality in the field of trade, marketing, promotion of products and services has its own potential and justification. A questionnaire survey of the current state of AR utilization in companies of Central Slovakia shows that the interest in the use of this technology exists in this area, although in practice it is implemented rather rarely. However, a suitable design solution and the worldwide trend of smartphone use can help to achieve the goal of greater implementation. The design of the methodology for the use of AR in the field of marketing consist of a sequence of several basic steps. Verification of the proposed methodology is carried out on a practic...
SYSTEMATIC MAPPING STUDY: APPLICATION OF AUGMENTED REALITY IN MARKETING
Ekonomski vjesnik/Econviews: Review of Contemporary Entrepreneurship, Business, and Economic Issues, 2022
Purpose: The aim of this paper is to provide an overview and analysis of literature dealing with the possibilities for applying augmented reality (AR) in marketing and the impact of AR on marketing in the era of digital transformation of business. Though attractive, this topic is still insufficiently explored. Methodology: The paper uses a bibliometric method-citation and co-citation analysis in the Web of Science and Scopus citation databases. Data analysis was performed using the VOSviewer software tool for information construction, analysis and visualization. Results: Th e conducted research revealed that there is an increasing trend in the number of research papers dealing with the AR and marketing topics. The specific topics dealt with in the papers are primarily related to the impact of AR on business, creating customer loyalty, sales increase and other marketing activities. Conclusion: AR is a powerful and influential tool the use of which improves communication with customers and, at the same time, sales strategies and processes. AR is based on immersing customers into a new experience, by showing virtual objects in the users' real-world environment and creating harmony between the digital and the real-world environment so that the boundaries between them disappear. It is manifested as a form of experiential marketing, since it focuses both on a product and a service, and on the entire experience created for customers.
Journal of Management Research and Analysis, 2023
This research paper aims to investigate the role of augmented reality (AR) technology in marketing campaigns and its influence on consumer engagement, brand experiences, and purchase decisions. The study explores the various applications of AR in marketing, analyzes its effectiveness in capturing consumer attention, and examines the outcomes of AR-based campaigns on consumer behavior. Through a comprehensive review of relevant literature and empirical analysis, this paper provides insights into the potential of AR as a strategic tool for enhancing consumer engagement and driving brand success in the modern marketing landscape. Keywords: Augmented reality, Marketing, Consumer engagement, Brand experiences, Purchase decisions, AR technology, AR campaigns, Consumer perception, Product evaluation, Decision-making, Brand recall, Brand storytelling, Brand authenticity, AR adoption barriers, Technical limitations, User experience, Privacy concerns, Ethical considerations, Opportunities, challenges, Successful AR marketing campaigns, Case studies, Best practices.
Purpose: Great advancements in the technical implementation of augmented reality (AR) systems have been made in recent years. Mobile devices are AR ready and software is available. There is also potential for mar-keting, as it has been shown that AR has positive effects on product knowledge, customers’ attitudes towards brands, purchasing intentions, trust and cognitive processes in general, such as learning guided by additional, context-relevant information and interactivity, thus potentially supporting all phases in the ADIA (Attention Interest Desire Action)model. Nevertheless, no extremely successful applications exist for AR or commonly accepted usage scenarios supporting marketing. Research questions: Which usage scenarios exist for AR and how are they connected to the different phases of the AIDA-model? Is there a focus on a specific phase and why? Method: We analysed cases from AR field applications and categorised the cases by using an extended version (AIDAA (Attention Interest Desire Action Aftersales)) of existing theoretical models, such as the AIDA mod-el. Results: Most applications focus on the awareness and interest stage of the AIDA-model. Only a few applica-tions are able to cover the full buying process, as well as after-sales stages. On the second dimension (games, explanation and experience) of our classification model explanation followed by experience are categories holding most of the applications analysed. Our analysis yielded seven hypotheses. One hypothesis states that the lack of action and transaction in AR applications leads to low prioritisation in business; another states that implementation is complex and cost intensive and, therefore, solutions focus on awareness and interest; and a final hypothesis identifies that an unclear value proposition and unclear customer perceived value lead to tech-nical-driven solutions, leaving out large areas of an application’s potential. Conclusions: Existing literature and research have shown that AR has broad positive effects on marketing-relevant aspects, such as product knowledge, customers’ attitudes towards brands and cognitive processes, re-sulting in better learning. Currently AR applications of companies in the field focus on the low-hanging fruit of easy-to-implement applications with a focus on awareness and interest stage of the AIDA-model and AR applications. AR solutions supporting the whole purchasing process, as well as solutions that are not driven by technology, are scarce and yet to be implemented in larger numbers. Keywords: AR, VR, marketing applications, AIDA-model, AIDAA-model, TAM
Augmented Reality Marketing: A Technology-Enabled Approach to Situated Customer Experience
Australasian Marketing Journal (amj), 2020
Recent advances in Augmented Reality (AR) technologies have led to a growing interest in their application for marketing strategy and practice-what we term Augmented Reality Marketing (ARM). However, despite emerging publications on the subject, managers and academics struggle to articulate how ARM delivers experiences that are valuable to customers in a way that is different from other marketing approaches. In this article, we review the emerging literature, and define ARM as a customer-facing interface for the application of digital marketing technologies in physical settings. Rooted in a class of 'situated cognition' theories from social psychology, we identify a unique set of digital affordances which ARM offers beyond extant marketing approaches in traditional media. By drawing on the key conceptual building blocks of situated cognition theory, we develop a framework of ARM experiences to synthesize current research and applications, and to suggest directions for future research.
2024
Technology has evolved to be a concept of constant development and innovation, significantly impacting both individual and societal life. It has become a fundamental building block that influences personal inclinations, choices, and decisions, and is already present in many phases of human life. Individuals react to technological advancements they encounte r in their daily lives, as they are not just consumers in the current era, but also producers. The responses to technological advancements extend to influencing purchasing activities and shopping behaviors of individuals. This study has been developed to analyze the role and usage of Augmented Reality technology, one of these technological advancements, in the transforming field of marketing and specifically in advertising. The evolution of the marketing concept has brought about new approaches, as is the case in almost every developing field. Among these new approaches, the influence of digitalization is acknowledged. Within these definitions, the concept of phygital marketing is included. The phenomenon of transferring real-life actions to a virtual (digital) environment has given way to the transfer of virtual (digital) environments into the physical, real-life aspect. The term "phygital", a combination of physical and digital, can be summarized as the reflection of digital phenomena, especially in the physical dimension, into everyday life. One of the application areas where the impact of phygital concept in marketing is evident is the use of Augmented Reality technology in advertisements, which defines the scope of this study.
International Journal of Professional Business Review
Purpose: This study aims to build a conceptual model based on the S-O-R (Stimulus-Organism-Response) framework to understand how Augmented Reality influences brand equity. The proposed model is intended to look into the influence of AR attributes like interactivity, vividness, modality, novelty, and media richness on consumers’ experiential values and brand equity in e-commerce. Theoretical framework: This study developed the conceptual model by following the Stimulus-Organism-Response (S-O-R) Model (Mehrabian & Russell, 1974). Design/methodology/approach: To advance the conceptual and managerial understanding of AR as an experiential marketing tool, this study followed the systematic literature review approach to build the integrated conceptual model. Findings: Results of the study has developed a conceptual model for studying the application of AR technology as an experiential marketing tool on customer purchasing experience and brand equity in the e-commerce setting. R...