Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour

This study explores the effect of augmented reality on consumer responses. The study uses interactive technologies such as interactive screens and smart device apps. The study has found that augmented reality differs from other forms of interactive media. Augmented reality has a low connectivity which relates to a low social-interactive engagement. However, augmented reality does have the ease of mobility and location-specificity, which relates to a more unique customer experience.

Market Guide For Augmented Reality

This article discusses the various uses of augmented reality. The article discusses several tactics that businesses could employ to better utilize augmented reality when developing consumer experiences. On the consumer side, this article discusses the ways in which consumers utilize augmented reality. This article also takes a look at the history and development of augmented reality. Gartner predicts that by the year 2020, there will be over 35 million augmented and virtual reality applications sales.

How AR and VR will Reshape Shopping

This article explores the time in which augmented reality and virtual reality users believe advanced shopping scenarios will become mainstream. 17% of augmented and virtual reality users worldwide said that scenario is already mainstream. 19% of users believe it is already mainstream for shopping to be done via smartphone, and physical stores will disappear. 17% of augmented and virtual reality users believe that these technologies will make it possible to get all the benefits of shopping in a store directly on a smartphone.

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.

A Recipe For Mobile App Success

Deriving its information from a survey of 825 US smartphone owners, this Forrester article delves into the strategies for app success. These include ways to drive app downloads, create optimal app experiences, and set accurate metrics to measure performance. While word of mouth and cross-promotion are effective, the key is combining these strategies with analytics tools that allow you to test hypotheses and business metrics that are right for your business.

Experimental Designs and Estimation for Online Display Advertising Attribution in Marketplaces

Display-related advertising comprises over a quarter of online advertising revenues, driving 87.8% of media buyers to use real-time bidding to buy digital advertising space. As a result, attribution becomes a key player in determining where and how marketers input their advertising efforts. While randomized experiments have become the standard approach to attribution, they are far from perfect, suffering from multiple confounding effects. This article discusses common traps that could bias your results when running an experiment to determine attribution.

Market Guide for Mobile App Analytics

Organizations run the risk of app abandonment and poor user engagement when they fail to understand how to integrate mobile analytics with the business goals, effectively gather user feedback, and sift through the troves of information analytics provides.

The State Of Mobile Advertising: Context And Measurement Wanted

In their 2017 Global Mobile Advertising Benchmark Online Survey, Forrester surveyed 278 global marketers on their practices in mobile advertising initiatives. While marketers are spending more and more on advertising budgets, they often are not putting their money to good use. A great challenge to marketers is the collection of accurate and high-quality data, which many marketers are unable to do. Another challenge for marketers is resorting to banner ads, first-and last-click attribution, and demographic targeting instead of adopting new and improved methods.

Mobile App Installs: What You Need to Know About User Acquisition

More than seven in 10 marketers named user acquisition as a primary goal of their app-install campaigns, reflecting a market that has yet to embrace a more sophisticated model for gaining customers.” This article discusses strategies for app user acquisition and attribution. Apple's App Store and Google Play are app markets that require considerations about the minor details: title, icon, description, video preview, and screenshots. Additionally, Facebook is predicted to be a very effective channel, especially when using videos which give high ROI.

Mobile Advertising: A Framework and Research Agenda

Analysts predict that the mobile advertising market will reach over $65 billion by 2019, all because of a small device that most users keep within arm’s reach. Despite the growing opportunities for communication with customers, all firms can be negatively impacted by intrusive factors that significantly affect their mobile advertising and other marketing strategies. The purpose of this article is to offer expertise on a mobile advertising effectiveness framework to help marketers identify and harness the market factors around them. In this framework, Grewal et al.

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