17 Oct Augmented reality marketing
Similar to related work on social media marketing, where social media as a tool or platform is distinguished from social media marketing (e.g., Felix et al., 2017), we explicitly differentiate between AR and AR marketing. AR describes the visual alignment of virtual content with real-world contexts and has been defined as a “medium in which digital information is overlaid on the physical world that is in both spatial and temporal registration with the physical world and that is interactive in time” (Craig, 2013, p. 20). AR can be clearly distinguished from VR (virtual reality). Whereas VR completely separates the user from reality (typically through the use of special goggles) and the user consequently only moves in a fully virtual world (Rauschnabel, 2018), AR users are not disconnected from reality; rather, perceived reality is augmented with virtual information (Craig, 2013). AR applications are typically installed on either stationary (e.g. AR mirrors in retailing), mobile (e.g. smartphones), or wearable devices (e.g. AR smart glasses) (Rauschnabel, 2018).
As indicated above, we argue that it is useful to delineate AR as a technology or platform from AR marketing, which constitutes an activity conducted by firms or institutions. Although an increasing number of companies (including IKEA, BMW, Volkswagen, Audi, and Lego, among others) integrate AR into their marketing campaigns (Dacko, 2017), and previous academic research has pointed out the potential of AR for marketing purposes (e.g., Yaoyuneyong et al., 2016), scholars are still in the process of developing a working definition of AR marketing. We define AR marketing as a strategic concept that integrates digital information or objects into the subject’s perception of the physical world, often in combination with other media, to expose, articulate, or demonstrate consumer benefits to achieve organizational goals.
- Felix, R., Rauschnabel, P., Hinsch, C., 2017. Elements of strategic social media marketing: a holistic framework. J. Bus. Res. 70, 118–126.
- Craig, A.B., 2013. Understanding Augmented Reality: concepts and applications. Elsevier, Amsterdam, Netherlands.
- Rauschnabel, P.A., 2018. Virtually enhancing the real world with holograms: an exploration of expected gratifications of using augmented reality smart glasses. Psychol. Mark. 35 (8), 557–572.
- Dacko, S.G., 2017. Enabling smart retail settings via mobile augmented reality shopping apps. Technol. Forecast. Soc. Change 124, 243–256.
- Yaoyuneyong, G., Foster, J., Johnson, E., Johnson, D., 2016. Augmented reality marketing: consumer preferences and attitudes toward hypermedia print ads. J. Interact. Advert. 16 (1), 16–30.