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Resultados para la búsqueda "augmented reality" : 3 resultados
Innovating in Marketing. Metaverse, a 360 analysis
M. Dolores Méndez-Aparicio, Ana Isabel Jiménez Zarco, Alicia Izquierdo-Yusta

Since Mark Zuckerberg announced in September 2021 the change of Facebook’s name to Meta and presented his vision of the Metaverse, there has been no end to speculation in the marketing world about its impact and brands have been announcing their reactions in the media. The perception of the impact as a disruption in the customer-company relationship makes companies want to be present in the race to be pioneers in this new virtual reality.

 

Although gamification has been a marketing technique of recurrent use in the 21st century, it has been somewhat relegated to the advertising field in the gaming industry. However, the Metaverse is presented as a holistic view of life, where through his or her avatar, the protagonist consumer discovers new needs in a virtual and parallel world modelled on his or her whim.

 

This means that the Metaverse is much more than an incubator of marketing ideas for brands. The conception of a new universe is a world of speculation where states, countries and communities are for sale, cities are to be built and where, in Zuckerberg’s vision, society will be able to invent, build or reproduce its reality. That is, to relate, buy and work, in short, to live.

 

As in any technological paradigm, companies are facing a new transformation. Without concluding the change of Customer Centricity, 100% digital customer and with the imminent reality of 5G and IoT, the Metaverse is another reality that implies for companies the conception of the customer under multiple personalities, as many as metaverses, new products, channel integration, new currencies, new legislations, new and multiple sources of decentralized data, etc.

 

This new scenario requires urgent research, which, although brands can face with more or less difficulty, in the field of research is complex given that the advances and incursions of companies are still incipient and there is no data on social and consumer behaviour in the Metaverse. For this reason, this article aims to be a holistic compilation of what the metaverse is, its background and consequences on behaviour in the purchase decision process. Its conclusions will allow us to delimit specific areas of research on consumer behaviour patterns in this new virtual reality.

Mobility transforms everything
Xavier Folguera Obiol

Mobile marketing is a field of digital marketing constantly being reinterpreted due to the unstoppable progress of smart devices, founded little more than ten years ago, which have little to do with the conventional mobile phones that appeared in the nineteen nineties. In the same manner that interconnected mobility is changing human habits, the rest of the areas in digital marketing knowledge are adapting to a new reality which does not yet have known behavioural patterns. Mobility has an immense impact on digital marketing spheres, such as advertising, search engines, social networks, email marketing and promotional marketing. All these have been transforming, to the detriment of traditional browsing and functionalities linked to desktop computers. We are therefore reaching that moment in which digital mobility itself forms an implicit part of the definition of marketing. We could say that the concept independent of mobile marketing has its days numbered.

Augmented Reality and Tourism. Potential and limits for the improvement of competitiveness in tourism destinations
Francesc González Reverté

This paper intends to be an approach to the potential of augmented reality in the tourism sector, one of the economic sectors in which expectations are higher but where it has been scarcely applied. Augmented reality is a disruptive technology that, if properly managed, can be an important tool for tourist destinations in terms of competitiveness. In particular, the combination of augmented reality with mobile devices generates high expectations in relation to the attraction of technological tourists, best known as millennials. Augmented reality enhances the tourist experience of the visitors and enables the creation of new tourism products and low cost creative ways to promote destinations. However, before carrying out strategic actions, the tourist managers should be conscious of the limits of augmented reality in terms of technological usability, preferences lack of demand and lack of evaluation of results and economic performance obtained.

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