Augmented reality marketing: enhancing customer experience through latest technology

Ismail Razak

Authors

Ismail Razak Krisnadwipayana University, Jakarta, Indonesia

Keywords:

Augmented Reality, Customer Experience, Marketing, Personalization

Abstract

Recent technological developments, especially AR, have opened up new opportunities for companies to innovate in their marketing strategies. This research will focus on how the integration of AR in marketing campaigns can create more immersive, interactive and memorable consumer experiences. This research uses a qualitative approach with descriptive methods. The research results show that the application of Augmented Reality (AR) in marketing, user experience and education has a significant positive impact. In marketing, AR creates more immersive interactive experiences, increases consumer engagement, and adds value to marketing campaigns. The use of personalization in the user experience through AR increases the relevance of content, creating deeper interactions between brands and consumers. On the educational side, AR provides an additional visual dimension to learning, facilitating better understanding of concepts. Overall, the research results confirm that AR is not only an innovative technology, but also an effective tool for enriching and improving the way we interact with information, brands, and learning.

Downloads

Download data is not yet available.

References

Alkhamisi, A. O., Arabia, S., & Monowar, M. M. (2013). Rise of augmented reality: Current and future application areas. International journal of internet and distributed systems, 1(04), 25.

Batat, W. (2022). Strategies for the digital customer experience: Connecting customers with brands in the phygital age. Edward Elgar Publishing.

Bonfanti, A., Vigolo, V., Vannucci, V., & Brunetti, F. (2023). Creating memorable shopping experiences to meet phygital customers' needs: evidence from sporting goods stores. International Journal of Retail & Distribution Management, 51(13), 81-100.

Danciu, V. (2013). The future of marketing: an appropriate response to the environment changes. Theoretical & Applied Economics, 20(5).

Dawar, N. D. N., & Chattopadhyay, A. (2002). Rethinking marketing programs for emerging markets. Long Range Planning, 35(5), 457-474.

Dodson, B., Sengupta, D., Boneh, D., & Lam, M. S. (2012). Secure, consumer-friendly web authentication and payments with a phone. In Mobile Computing, Applications, and Services: Second International ICST Conference, MobiCASE 2010, Santa Clara, CA, USA, October 25-28, 2010, Revised Selected Papers 2 (pp. 17-38). Springer Berlin Heidelberg.

Draganov, M., Panicharova, M., & Madzhirova, N. (2018, June). Marketing 5.0. transactions of artificial intelligence systems in the digital environment. In 2018 International Conference on High Technology for Sustainable Development (HiTech) (pp. 1-3). IEEE.

Evans, J. R., & King, V. E. (1999). Business-to-business marketing and the world wide web: Planning, managing, and assessing web sites. Industrial marketing management, 28(4), 343-358.

Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004). How global brands compete. Harvard business review, 82(9), 68-75.

Iatsyshyn, A. V., Kovach, V. O., Romanenko, Y. O., Deinega, I. I., Iatsyshyn, A. V., Popov, O. O., ... & Lytvynova, S. H. (2020). Application of augmented reality technologies for preparation of specialists of new technological era.

Kim, M. J. (2013). A framework for context immersion in mobile augmented reality. Automation in construction, 33, 79-85.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons.McWilliam, E., & Haukka, S. (2008). Educating the creative workforce: New directions for twenty‐first century schooling. British educational research journal, 34(5), 651-666.

Qiao, X., Ren, P., Dustdar, S., Liu, L., Ma, H., & Chen, J. (2019). Web AR: A promising future for mobile augmented reality—State of the art, challenges, and insights. Proceedings of the IEEE, 107(4), 651-666.

Santi, G. M., Ceruti, A., Liverani, A., & Osti, F. (2021). Augmented reality in industry 4.0 and future innovation programs. Technologies, 9(2), 33.

Scholz, J., & Duffy, K. (2018). We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships. Journal of Retailing and Consumer Services, 44, 11-23.

Scholz, J., & Smith, A. N. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement. Business Horizons, 59(2), 149-161.

Shin, D. (2019). How does immersion work in augmented reality games? A user-centric view of immersion and engagement. Information, Communication & Society, 22(9), 1212-1229.

Sima, E. (2021). Managing a brand with a vision to marketing 5.0. In MATEC Web of Conferences (Vol. 343, p. 07015). EDP Sciences.

Smilansky, S. (2017). Experiential marketing: A practical guide to interactive brand experiences. Kogan Page Publishers.

Spohrer, J. C., & Maglio, P. P. (2010). Toward a science of service systems: Value and symbols. Handbook of service science, 157-194.

Wongmonta, S. (2021). Marketing 5.0: The era of technology for humanity with a collaboration of humans and machines. Nimitmai Review Journal, 4(1), 83-97.

Yulianah, S. E. (2022). Metodelogi Penelitian Sosial. CV Rey Media Grafika.