Augmented reality: useful information you should know

Digital Marketing

Basically, augmented reality can be thought of as a modern type of virtual reality. When there is a simulation of physical aspects of the real world with imaginary thoughts using touch, sight and sound creating computer generated 3D configurations, it is known as a virtual world. Imagine that you are in a store and you see products using the 3D system on computer screens where you can point any product and move it in all angles. This is a wonderful experience! This is the latest technology that rules the marketing world, and for the past four years it has been given the name Augmented Realty. Currently, AR is not limited to being a promotional tool, but now it creates a brand and creates a relationship with the customer. Almost all companies have started to use AR as an important tool to bring products / services to market and create their own brand image.

Due to the lack of academic literature, as well as research studies in the area of ​​Augmented Reality marketing, this article will begin by emphasizing the little research, as well as the small number of research articles associated with experimental marketing that it creates. the base and the elements. of this research study. Economists hypothesize that the modern world is strongly connected to elements of the “experience economy,” which means that customers are more inclined toward experimental consumption. In this type of behavior, clients often consider functional usefulness irrelevant. This is the stage where experiential marketing takes effect and treats consumption as a kind of holistic experience and recognizes the rational and emotional drivers of consumption.

The importance of experiential marketing is seen as a method of creating value for end consumers, which in turn would provide an additional advantage to companies, especially in the future. In addition, it will also encourage consumers to make faster and more optimistic purchasing decisions. However, while it is generally accepted that the new advertising orientation symbolizes the future of marketing, it is still not completely understandable. And for this reason, you need a more diverse range of investigative techniques to better understand consumers.

Experiential value creation that hints at the consumer’s point of view on services / products through direct or indirect scrutiny has recently been demonstrated by two quantitative investigations. The two studies focused on American brands and their consumers’ views on the Taiwan market. Additionally, these investigations have shown that experimental value creation can attract consumer satisfaction. However, more studies are required to reproduce their results in other cultures as well. And you also need to delve into the links revealed through qualitative research. The link between consumer satisfaction and values ​​is also supported by several research results that suggest that experiential advertising should offer functional value, emotional value, and positive consumer satisfaction as well.

Despite clear and broad agreement on the direct link between consumer satisfaction and value, there is no consensus when it comes to the elements that build consumer perceived value. On the other hand, if consumers are satisfied with a particular product, they would generally buy back the product and steer clear of buying from rivals in the market. Consumer satisfaction is primarily viewed from two different points of view, which are: cumulative and transaction-specific aspects. Although the cumulative aspect of consumer satisfaction is believed to be a complete condition only after purchase, a recognized value takes place at different stages during the purchase process, including the pre-purchase stage as well.

Augmented reality is a modernized version of virtual reality or virtual reality. There are several benefits of augmented reality applications, some of them are:

• Although the originality of these applications diminishes after much use, today the responsibility rests with the brands, since they can now take advantage of this technology and create more products with ease. Augmented reality is becoming increasingly popular with many businesses, with each new creation there is the potential for additional teaser and exposure.

• With augmented reality one can upload their version of media such as images or other creativity. Companies can create their own piece of innovation for their users, you can choose between images and videos, as they include the x factor.

• Companies can improve their creation and share them with networks; you can even include attractive content.

• It is quite common that many users do not have the ability to create professional videos; however, with augmented reality applications it can be reached to a greater extent.

• When it comes to high-quality content and other things, these apps are very satisfying. It is necessary to test them to know their usability and product capacity.

Experiential augmented reality marketing would be considered to primarily affect the pre-purchase stage. In this step, based on the purchase decision-making path, the customer analyzes their selections before making the final decision. Customers can browse a wide variety of products before purchasing, including those that are out of stock. They have the option to select from large quantities. Advice, recommendations and inspiration are always available to clients.

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