The Application of Augmented Reality in Experiential Marketing

Abstract

This article aims to study the application of augmented reality in experiential marketing. Because augmented reality is a technology that can be integrated the real world with the digital virtual world together, therefore it is a very outstanding innovation in creating consumer experiences. The study was operated by collecting and analyzing information from various related documents, including books, articles, research, and websites. The results of the study showed that the application of augmented reality in experiential marketing has 5 forms, including 1) Sense experiential 2) Feel experiential 3) Think experiential 4) Act experiential 5) Relate experiential which can be categorized according to the nature of the technology in 5 forms; which are 1) Using augmented reality applications on electronic communication devices (Smart Devices) with objects. 2) Using augmented reality applications on electronic communication devices (Smart Devices) in conjunction with Location-based. 3) Using augmented reality applications on electronic devices (Smart Devices) with real-world locations. 4) Applying augmented reality to on-site devices. 5) The use of augmented reality on online networks. In addition, the use of augmented reality technology in experiential marketing is largely a form of open innovation, which combines knowledge both inside and outside the organization, to achieve the objectives set.