The Key Elements for Applying Augmented Reality to Promote the Experiential Marketing
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Abstract
The objective of this research is to study the key elements of augmented reality to promote experiential marketing, which is derived from the analysis of current situation of augmented reality for experiential marketing and augmented reality for experiential marketing in the attitudes of entrepreneurs and innovators. Data collection was conducted by using in-depth interviews with 2 groups of samples consisting of corporate representatives who have experience in using augmented reality in marketing communications and innovators in those particular organizations. The results of the study found that main key elements of augmented reality application for experiential marketing consist of (1) presenting virtual 3D images, (2) innovative and interesting presentation, (3) merging real and virtual worlds, (4) creating a feeling of fun, (5) creating an inner feeling, (6) clear details of products or stories, (7) useful information, (8) creating a new experience, (9) creating a new service, (10) online use, and (11) sharing experience through online media. Moreover, there are support key elements which promote the effective application of augmented reality technology for experiential marketing. It consists of (1) creating a desire to engage, (2) having in-depth information, (3) creating a virtual experience involves trying a real product or getting a real experience, (4) creating virtual experiences from real-world locations, (5) creating experiences with virtual products in real places, (6) online service enhancement, (7) creating interactions between consumers, and (8) creating a presentation space. These elements were linked to the creation of experiential marketing in all five areas, namely, sense marketing, feel marketing, think marketing, act marketing and relate marketing. Organizations can apply these elements and develop innovations to promote experiential marketing for achieving organizational goals and fulfilling consumers’ needs.
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