Augmented Reality – Useful Information To Know
Basically, augmented reality can be considered 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 scenarios, 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 to any product and move it in all angles. This is indeed a wonderful experience! This is the latest technology that rules the world of marketing, and for four years it has been given the name of Augmented Reality. Today, AR is not limited to being a promotional tool, as it is now creating a brand and building a relationship with the customer. Almost all companies have started using AR as an important tool to introduce products/services to the market and create their own brand image.
Due to the lack of academic literature and research studies in the area of Augmented Reality marketing, this article will begin by emphasizing the little research and small number of research papers associated with experiential marketing that creates the foundation and elements. of this research study. Economists hypothesize that the modern world is strongly connected to elements of the “experiential economy,” meaning that customers are more inclined toward experiential consumption. In this type of behavior, customers often consider functional utility as irrelevant. This is the stage where experiential marketing kicks in 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 generating value for end consumers, which in turn would provide an additional advantage to companies, particularly in the future. Furthermore, it will also encourage consumers to make faster and more optimistic purchasing decisions. However, while it is widely accepted that the new advertising targeting symbolizes the future of marketing, it is still not fully understandable. And for this reason, you need a broader range of research techniques to better understand consumers.
Two quantitative investigations have recently demonstrated the creation of experiential value that hints at the consumer’s point of view about the service/product through direct or indirect scrutiny. The two studies focused on US brands and the views of their consumers in the Taiwan market. Furthermore, these investigations have shown that experiential value creation can drive consumer satisfaction. However, more studies are required to reproduce their results in other cultures as well. And, it is also necessary to delve into the links revealed through qualitative research. The link between consumer satisfaction and values is supported by several research results that suggest that experiential advertising should also deliver functional value, emotional value, and positive consumer satisfaction.
Despite clear and broad agreement on the direct link between consumer satisfaction and value, there is no consensus regarding the elements that build consumer perceived value. On the other hand, if consumers are satisfied with a particular product, they will generally buy it again and stay away from buying from rivals in the market. Consumer satisfaction is mainly seen from two different points of view, which are: cumulative aspects and specific transactions. Although the cumulative aspect of consumer satisfaction is considered a complete condition only after purchase, a recognized value occurs at different stages during the purchase process, which also includes the pre-purchase stage.
Augmented reality is a modernized version of VR, 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 more and more popular with many companies, with each new creation there is the possibility of further advancement and exposure.
• With augmented reality, one can upload their version of media like images or other creative. Businesses can create their own piece of innovation for their users, one can choose between images and videos as they include the x factor.
• Companies can enhance 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 is possible to reach a greater extent.
• When it comes to high quality content and other aspects, these apps are very satisfactory. One needs to test them to know their usability and product capability.
Experiential augmented reality marketing would be considered to primarily affect the pre-purchase stage. In this step, according to the purchase decision path, the customer analyzes his selections before making the final decision. Customers can browse through 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 customers.
