IMPLEMENTATION OF AUGMENTED REALITY AS A MARKETING STRATEGY IN THE MARKETING OF PRODUCTS

Abstract

Augmented reality (AR) emerges as a technology that drives the development of a marketing strategy, which provides virtual images that mixed with the real product, expand the user experience with the product before purchase. This research aims to implement the tool of augmented reality as a marketing strategy for the marketing of products in the district of Riohacha La Guajira. It is theoretically supported by the contributions of Espinosa (2015), (Gomis, 2017), (Ruiz, 2012) and (Solórzano and Valencia, 2015). Methodologically, it is a descriptive, experimental and field study, using as a data collection technique the Likert scale survey, fulfilling the following phases for the development of the application: analysis, design, implementation and evaluation. As a result of the study, it was possible to develop an application with Augmented Reality to be used as a digital marketing strategy, generating greater recognition and brand value for the company “Tai Diseños”, by improving communication with its clients and its image.