Augmented Reality for boosting Experiential Marketing Initiativesce

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SEP 20, 2019
Research Paper
APPLICATION OF AUGMENTED REALITY FOR BOOSTING EX
PERIENTIAL MARKETING INITIATIVES AND ENHANCING OU
TCOMES
Tips for Future Potential PhD Research Topics in
Marketing, Business Management
Tags PhD Research Topics Experiential
Marketing Augmented Reality Consumer
behaviour
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KEY POINTS

• About us
• Short notes
• Marketing
• Augmented reality(AR)
• Augmented Reality in Marketing AR -Outcomes
• Applications
• Brands- Implemented AR
• Marketing Via AR
• Future Research scope

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SHORT NOTES

• Tremendous potential of augmented reality in the
  domain of experiential marketing.
• Augmented reality is being used in diverse
  industry sectors to increase sales and achieve
  organizational objectives.

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MARKETING
Enhances the efficiency and effectiveness of
marketing.
Evolved with technological developments
MARKETING
Gained much prominence in recent times
Being extensively used
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AUGMENTED REALITY
Needs to be approached with a fundamental
knowledge of wider business objectives.
Largely utilized in tandem with apps to enhance
the real world by merging digital elements.
It honestly depends on the scope of the project,
but AR campaigns can be as inexpensive as 5000
and as high as 100,000. That is nothing compared
to print, and in many ways its worth the risk
in my eyes -Vivian Rosenthal, Founder and CEO
of Goldrun
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Used with video in the current day is the
superimposed 10-yard line during NFL broadcasts.
AR IN MARKETING
Applied online or on digital platforms. AR based
marketing campaigns could be higher, costs
pertaining to lifetime operations. Utilized for
marketing in several industry sectors.
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AR - OUTCOMES
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AR - OUTCOMES
Positive customer-brand relationship
Customer satisfaction Product (Perception of
product after experience)
Brand Image (Perception of brand after
experience)
Brand loyalty / intent to purchase (Likelihood
to purchase after experience)
eWOM/WOM propogation (Propensity to
share details of the experience with others)
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APPLICATION - AR IN MARKETING
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Interactivity
AR Brand experience ( Sensory,
Behavioral,affective, intellectual)
User expertise
Argument Quality/ Strength
Product Preception
Satisfaction with AR experience
Emotions
Brand Image Preception
Novelty, Fun, Environment
Relevance/involvement, self enhancement,
Signaling
Brand loyality
eWOM/WOM propagation
Cognitive Processing
Brand Familiarity
Learning/ Education
Relatability
Immersion
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BRANDS - IMPLEMENTED AR
Brands that implemented AR
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MARKETING VIA AR
Real
Estate Marketing (Museum Marketing)
Driving Sales
Automobile (Museums)
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FUTURE SCOPE
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Investigating some new techniques through which
AR can be utilized to influence brand
perceptions.
Consumer engagement perspective.
Investigated, how AR can enhance health outcomes.
Research needs to be carried out to understand
how AR can be utilized effectively (User
friendly).
Impact of AR for different types of products
such as automobile, apparel, etc
From Managerial Perception Newspaper ads in
AR
Difference it makes between older and online
consumer. Measure the diffusion of technology
Potential engagement of age and gender.
Usability and acceptability and consumer havits
Methodologies that could be adopted Majority in
Quantitative
manner with less in qualitative
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