Augmented Reality Technology in Marketing

Yıl 2019, Cilt: 10 Sayı: 39, 87 - 117, 02.01.2020

Pınar Aytekin Volkan Yakın Berke Han Çelik

https://doi.org/10.5824/ajit-e.2019.4.004

Öz

As in many other fields, the development of technology makes significant contributions to the development of marketing activities. Traditional communication tools, which have been used predominantly in the field of marketing until recently, are increasingly being replaced by digital media with the widespread use of internet throughout the world. Augmented reality is a new technology that can remedy the inadequacy of customer experience in digital environments. The aim of this study is to give information about the place and importance of augmented reality technology in marketing. In this respect, a comprehensive literature review has been conducted and the contributions of this technology to innovative marketing activities in various sectors, some marketing applications it has been used and the adversities related to this technology have been mentioned. In addition, the studies in the literature, which focus on augmented reality in marketing, are presented in a summary table.

Anahtar Kelimeler

Augmented Reality, Marketing, Experiential Marketing

Artırılmış Gerçeklik Teknolojisinin Pazarlamadaki Yeri

Öz

Teknolojinin gelişimi diğer birçok alanda olduğu gibi pazarlama faaliyetlerinin de gelişimine önemli katkılarda bulunmaktadır. Pazarlama alanında yakın zamana kadar ağırlıklı olarak kullanılan geleneksel iletişim araçları, internet kullanımının tüm dünyada yaygınlaşmasıyla, yerlerini giderek dijital mecralara bırakmaktadır. Arttırılmış gerçeklik ağırlıklı olarak dijital ortamlarda müşteri deneyiminin yetersizliğine çare olabilecek nitelikte yeni bir teknoloji olarak karşımıza çıkmaktadır. Bu çalışmanın amacı, Arttırılmış gerçeklik teknolojisinin pazarlamadaki yeri ve önemi hakkında bilgi vermektir. Bu doğrultuda, kapsamlı bir literatür taraması yapılmış ve bu teknolojinin çeşitli sektörlerdeki yenilikçi pazarlama çalışmalarına sağladığı katkılardan, kullanıldığı bazı pazarlama uygulamalarından ve bu teknolojiyle ilgili karşılaşılabilecek olumsuzluklardan bahsedilmiştir. Çalışmada ayrıca, pazarlamada artırılmış gerçeklik konusunun ele alındığı literatürdeki çalışmalar özet bir tablo halinde sunulmuştur.

Anahtar Kelimeler

Arttırılmış Gerçeklik, Pazarlama, Deneyimsel Pazarlama

Kaynakça

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