Augmented reality: Designing immersive experiences that maximize consumer engagement

This article discusses the many ways in which marketers can utilize augmented reality in their marketing campaigns. Augmented reality provides marketers with the ability to create interactive ads, create immersive brand experiences, and create new and novel ways for consumers to experience brand products. This article has created a framework in which the active and passive functions of augmented reality are explored. Also, the article discusses the way in which marketers should plan an augmented reality campaign. In this process, the article also explores the use of augmented reality to enhance the consumer engagement. The article formalizes an eight-step recommendation for marketers to use when designing their immersive augmented reality experience.

Publication: 
Elsevier
Author: 
Joachim, Scholz; Andrew N.Smith
Document Type: 
Research
Paywall: 
Free

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