دانلود رایگان مقاله طراحی تجربه همه جانبه حداکثر سازی تعامل مصرف کننده

Abstract

Innovative marketers can now leverage augmented reality to craftimmersive brand experiences, create more interactive advertising, and enable consumers to experience products and spaces in novel ways. Augmented reality (AR) is the practice of displaying digital information over people’s real-time view of objects, people, or spacesin the physical world. While AR can play a valuable role in integrated marketing programs, little is known about the practice and how to execute effective AR programs in the marketplace. We address this gap by presenting a framework that describes the active and passive ingredients of augmented reality. We then describe the basic design decisions that marketers need to make when planning an augmented reality campaign. In addition, we explain how understanding and addressing the dynamics between various active and passive AR ingredients can help marketers to optimize their AR campaigns and enhance varioustypes of consumer engagement: userbrand engagement, user-user engagement, and user-bystander engagement. Through ourframework and analysis, we develop eight actionable recommendations–—described with the acronym ENTANGLE–—marketing managers can use to design immersive AR experiences that maximize consumer engagement.

6. Conclusion

Augmented reality has the strong potential to make unique contributions to integrated marketing programs. To realize its potential, however, marketers must think beyond novel technologies to how they can develop immersive consumer experiences that entangle digital information with the social and physical world. They have to think about the active and passive ingredients of augmented reality. They also have to design user experiences that take into consideration their communications objectives, target audience characteristics, content management strategies, triggers, and the social-physical context of consumers’ lives. Most importantly, they need to focus on consumer engagement and the dimensions that drive it, such as affordance, sociability, and artifacts. Marketers who develop thoughtful plans that leverage each of these factors are well positioned to delight consumers and provide groundbreaking AR programs.