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Marketing

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How is the augmented reality going to enhance marketing experiences?

Birdir et al. (2020) define augmented reality (AR) as a collective involvement of a

realistic setting where the entities in the actual world are enriched by computer-generated

perceptual data, at times across numerous physical modalities comprising olfactory, pictorial,

acoustic, haptic, and somatosensory. The paper aims at analysing how augmented reality can

enhance marketing experiences. Rauschnabel et al. (2019) stated that augmented reality

presents prospects for a range of promotion and marketing utilities and responsibilities,

comprising virtual tours, social media, storytelling, cross-channel advertising prospects,

imprinting, and national campaigns. For instance, a salesperson can use augmented reality to

boost trademark or product attraction and commitment as a fundamental storytelling stage.

Intrinsically, AR offers an additional aspect for delivering enlightening involvements in the

actual world.

Augmented reality can be and is by now being widely employed for marketing goals.

It appears to be a content tool readily accessible to marketers because it permits the

salesperson to demonstrate to the consumers the critical features of the services or products.

The consumer would, if not, fail to understand or even fail to notice. This may allude to

numerous advertising applications, comprising, as one of a case in point, the fashion

business, horticulture, house construction business, and other essential services, which

assume, creating or adjusting objects in the prevailing section of space or transforming

human presence (Dieck and Jung, 2019). By the approach of augmented reality, it is easy to

demonstrate to the consumer how their houses will look when they are completed. Permitting

customers to take a virtual expedition concerning their new homes helps them make critical

decisions as to what materials they would desire to use in establishing their partitions.

However, augmented reality applications have been employed in marketing since there are

various concerns concerning this advertising tool.

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Some of these concerns are extensively documented, while others are deliberated only

by some of the experts. One of the main problems within this case in point is the lawful

concern. Essentially, the devices and strategies, while making a record of the setting and

handling this record will, undoubtedly, stretch out into the individual sphere. This is, in

contrast, satisfactory for the safety of the community. However, when the regulations are

currently being implemented, nobody could predict augmented reality and the notch to which

private domain could be retrieved and compromised (Birdir et al., 2020). As a result, it may

be the circumstance that in contemporary realism, marketers could go too deep in violating

individuals' discretion for the sake of the safety of the community at large. At this point,

marketers may experience one of the most horrifying dystopias in truth, which is why it is

significant to have new guidelines concerning augmented reality.

Another critical concern correlates with the confidence customers have got in the

industrialists or service providers. If a consumer comprehends that augmented reality is

extensively employed and appreciates rudimentary philosophies of its application, how

reliable will this consumer be? There is a rational uncertainty about whether or not the

representation, revealed to the purchaser, does not have more augmented reality than it is

required for the consumer to comprehend the product or its critical facets better. According to

Tsai (2019), augmented reality provides salespersons with an influential tool of taking full

advantage of the customer. This, in its opportunity, provides the customer with additional

grounds for concerns. Though the statutory basis is accustomed appropriately to the

authenticities of the contemporary era and will appropriately set the game guidelines for the

utility of augmented reality applications within the scope of marketing, this challenge may be

alleviated or mitigated to a larger capacity.

Moral nature is also a concern that influences the enhancement of marketing while

augmented reality. It is uncertain how much a salesperson is concerned with a half-

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simplified customer, an individual familiar with augmented reality, and is prepared to

understand data merely via augmented reality applications (Birdir et al., 2020). Will this not

bring about additional lawful concerns, where the consumer would only claim that they failed

to comprehend the proposal due to the employment of augmented reality within marketing

procedure? Once more, statutory changes may to some extent cater to this challenge, but

unquestionably not exclusively.

Augmented reality implementations are practical tools possessed by salespersons,

though it is significant to keep in mind the concerns related to its application, enhancing the

marketing experience (Flavián et al., 2019). First of all, it desires to make essential changes

to regulation to advance AR applications' comprehensive implementation in marketing.

Augmented reality selling is on the increase, and businesses must distinguish the prospective

this ground-breaking range of promotion can offer. With its broad prospects, salespersons and

business executives can plan augmented reality advertising campaigns to improve their

bottom-line.
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References

Birdir, K., Birdir, S., Dalgic, A., & Toksoz, D. (2020). Impact of ICTs on event management

and marketing. IGI Global.

Dieck, M. C., & Jung, T. (2019). Augmented reality and virtual reality: The power of AR

and VR for business. Springer.

Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented and

mixed reality technologies on the customer experience. Journal of Business

Research, 100, 547-560. https://doi.org/10.1016/j.jbusres.2018.10.050

Rauschnabel, P. A., Felix, R., & Hinsch, C. (2019). Augmented reality marketing: How

mobile AR-apps can improve brands through inspiration. Journal of Retailing and

Consumer Services, 49, 43-53. https://doi.org/10.1016/j.jretconser.2019.03.004

Tsai, S. (2019). Augmented reality enhancing place satisfaction for heritage tourism

marketing. Current Issues in Tourism, 23(9), 1078-

1083. https://doi.org/10.1080/13683500.2019.1598950