Augmented Reality as a Marketing Strategy for the Positioning of a Brand

Abstract

New marketing strategies and growing technological advances have not been ignored by large and even medium-sized companies. This context, in turn, has allowed some companies to make the decision to introduce their own brands in the market. In this scenario, augmented reality (AR) is a technology that allows virtual reality to be added to a real physical environment, which makes it a novel tool for discovering new uses, forms and habits of consumption. Through the AR, the aim is to surprise the client and obtain their complete attention and interest. Of course, the main objective of AR sales is to awaken the consumer's desire and then motivate them to purchase the final product that they have already visualized through an app (usually through a mobile phone). This approach, without a doubt, originates a novel marketing strategy and very few companies currently use or know, since they assume that their cost is high, which is not necessarily the case.