Virtual tryvertising. Marketing strategies for empowered customers

2021 ◽  
Vol 4 ◽  
pp. 161-176
Author(s):  
Federico Biggio
Keyword(s):  
Augmented Reality ◽  
Marketing Strategy ◽  
Physical Space ◽  
Marketing Strategies ◽  
Added Value ◽  
Semiotic Analysis ◽  
Experiential Marketing ◽  
Augmented Reality Application ◽  
Dressing Room

The aim of this study is to look at the experiential marketing strategy of virtual tryvertising, by analysing a specific case study: the augmented reality application Ikea Place. It provides customers with a set of tools to prefigure a virtual representation of a piece of a furniture within a physical space, in order to appraise its fitness in a prior time to its actual purchase, and hence to provide a benefit for him/her. The semiotic analysis will be carried out by taking into account the use practices prescribed by the application and the promotional discourses of the company. In particular it will look at two advertising videos which accompanied the launch of the application in 2013 and 2017. It will also consider the added value and the experiential gain for users that the adoption of this type of technology entails, in order to understand AR media not only as a mere strategy for commercial purposes, but as a tool for empowering the users’ appraising skills traditionally used in the context of a dressing room of a physical store.

scholarly journals Vector AR3-APP – A Good-Practice Example of Learning with Augmented Reality

2021 ◽  
Vol 23 (2) ◽  
pp. 51-64
Author(s):  
Karin Langer ◽  
Stefanie Lietze ◽  
Gerd Ch. Krizek
Keyword(s):  
Higher Education ◽  
Augmented Reality ◽  
Good Practice ◽  
Digital Learning ◽  
Self Directed Learning ◽  
Learning And Teaching ◽  
Augmented Reality Application ◽  
Directed Learning

AbstractAfter a discussion about the possibilities and status of augmented reality in education, a good practice example of an augmented reality application is presented. This case study examines the use of an augmented reality app in higher education to support abstract STEM content, such as vectors. Based on this example, the implementation of such apps in didactic concepts and self-directed learning will be discussed. Furthermore, aspects of integration into digital learning and teaching will be addressed.

scholarly journals Identification of green marketing strategies: perspective of a developing country

2019 ◽  
Vol 15 (4) ◽  
pp. 42-56 ◽  
Author(s):  
Maria Hayu Agustini ◽  
Sentot Suciarto Athanasius ◽  
Berta Bekti Retnawati
Keyword(s):  
Developing Countries ◽  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Green Product ◽  
Depth Interview ◽  
Green Practices ◽  
Beauty Products

Green marketing is becoming a trend, and many companies have implemented it as a strategy for winning the market. However, attention to the importance of green marketing strategies has been relatively limited compared to its importance as a viable strategy, and this happens, particularly, in developing countries. As a result, the green marketing strategies of companies in developing countries are not yet fully recognized. So, this study is intended to explore marketing practices of the selected companies in Indonesia. The research is a case study of three selected companies producing herbal medical drinks, natural spa-related beauty products, and natural coloring fabric. They were selected for several reasons: producing of green products, conducting of green practices, and marketing the products abroad. In-depth interview of the owner or in-charged manager of each company was used to obtain the data about its marketing practices. The data were then classified into four Ps of marketing mix, and interrelationship concepts generated from the data were systematically identified using NVivo to get clear picture of their marketing strategy. The results indicated that the companies undertook only quasi green marketing: dealt with green product and conducted green practices but did not apply green pricing, green distribution, and green promotion. This brings implication for companies marketing a green product to take advantage by differentiating their product based on the green characteristics of the product. This study also contributes to knowledge about green marketing strategy in a developing economy that is still limited.

scholarly journals DIGITAL MARKETING STRATEGIES TO BOOST TOURISM ECONOMY: A CASE STUDY OF ATLANTIS LAND SURABAYA

2019 ◽  
Vol 7 (5) ◽  
pp. 468-473 ◽  
Author(s):  
Slamet Riyadi ◽  
Daniel Susilo ◽  
Siska Armawati Sufa ◽  
Teguh Dwi Putranto
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Face To Face ◽  
The Government ◽  
Surrounding Areas ◽  
Tourism Economy ◽  
Tourism Services

Purpose: This research has a purpose to know how PT. Granting Jaya implementing a digital marketing strategy to promote the Atlantis Land Surabaya theme park in the field of one of the tourism services located in Surabaya city. The Mayor of Surabaya has established the Atlantis Land area as an integrated marine tourism area since 2017. Ria Kenjeran Beach (Kenjeran Park) previously managed by the Government of Surabaya. Methodology: This study uses a qualitative approach and interview techniques for collecting material that is done with the question and answers verbally unilaterally face to face. Main Finding: The results of the study found that PT. Granting Jaya prefers to use Social Media as a Digital Marketing Strategy is a way to promote a new brand, build preference, and increase the visitors of Atlantis Land Surabaya through Instagram Strategic Marketing. Implications/ Applications: This research can have implications for the selection and use of promotions more precisely through social media. Because the novelty in this study can be applied to attracting the number of visitors in the world of tourism, especially in Surabaya and surrounding areas.

A Case Study: Assessing Effectiveness of the Augmented Reality Application in Augusta Raurica

2019 ◽  
pp. 99-111 ◽  
Author(s):  
Moritz Armingeon ◽  
Pleurat Komani ◽  
Trupti Zanwar ◽  
Safak Korkut ◽  
Rolf Dornberger
Keyword(s):  
Augmented Reality ◽  
Augmented Reality Application

A Case Study on Customer Experiential Management at High Five Hotels Pvt. Ltd, Nashik

2014 ◽  
pp. 200-205
Author(s):  
Sonali Gadekar ◽  
Sushil Gadekar
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Brand Loyalty ◽  
Hospitality Industry ◽  
Experiential Marketing ◽  
Consumer Orientation ◽  
Ultimate Outcome ◽  
Experiential Techniques ◽  
Promotional Strategies

Experiential Marketing is an extension of consumer orientation marketing. The organizations can use Experiential Marketing as one of models which has vast potential to serve as a link between improved customer satisfaction and brand loyalty. It can be described as one of the innovative ways of delivering the consumption experiences to the consumers before they buy a product or actually use the service. It works on the simple principle that the memories of experiences get preserved in the minds of prospective customers as well as repeat consumers which induces them to visit again and again for the same product or service. In this case study of High Five Hotel Pvt. Ltd., this innovative marketing strategy, known as experiential marketing, was applied by the management to establish itself in the market as a reputed brand. This case study presents various innovative promotional strategies followed in the hospitality industry. The ultimate outcome and the results after applying this ‘experiential techniques’ were excellent in terms of financial returns as well as customer satisfaction.

E-Marketing Strategies for Islamic Banking

2018 ◽  
Vol 26 (4) ◽  
pp. 67-91 ◽  
Author(s):  
Ahmad Roumieh ◽  
Lalit Garg ◽  
Vipul Gupta ◽  
Gurparkash Singh
Keyword(s):  
Marketing Strategy ◽  
Marketing Strategies ◽  
Informed Decision ◽  
Islamic Banking ◽  
Islamic Banks ◽  
Large Bank ◽  
Sharia Law ◽  
Negative Attributes ◽  
Excessive Risk

This article describes how e-marketing is increasingly gaining interest within Islamic businesses. It is important to consider the extent to which it fits comfortably within principle notions of Islam and Sharia law. An Islamic business should ensure that its e-marketing strategy must be devoid of any contentious or exaggerated claims and there must be no excessive risk. As marketing practices include accentuating the benefits and features of products and services, and downplaying the negative attributes which potentially could lead to a consumer making an informed decision based on this unbalanced presentation. Arguably, this presents a form of risk that may be at odds with the fundamental tenets of Islam. This article presents a case-study of a large bank in Kuwait to identify how e-Marketing can be implemented more effectively to attract new customers and retain the existing ones by critically evaluating the viability of e-marketing strategies for promoting Islamic banking. A set of recommendations are also provided to support all Islamic Banks in the development of an e-marketing strategy.

The Effect of Experiential and Relationship Marketing on Customer Value: a Case Study of International American Casual Dining Chains in Taiwan

2009 ◽  
Vol 37 (7) ◽  
pp. 993-1007 ◽  
Author(s):  
Hsiu -Jung Chou
Keyword(s):  
Relationship Marketing ◽  
Customer Value ◽  
Emotional Experience ◽  
Marketing Strategies ◽  
Experiential Marketing ◽  
Casual Dining ◽  
Marketing Relationship

The research targets of this study were international American casual dining chains, which are now common in Taiwan. Of 500 questionnaires distributed, 327 of those returned were valid. Results indicated that some of the variables investigated had significant effects on experiential marketing, relationship marketing, and customer value with the most significant being emotional experience. Some marketing strategies and recommendations for entrepreneurs in the industry are provided.

scholarly journals Testing of the Model of Creating a Specialized Tourist Product for Post-COVID Time

2021 ◽  
Vol 10 (2) ◽  
pp. 526-538
Author(s):  
Neven Šerić ◽  
Lidija Bagarić ◽  
Anđela Jakšić Stojanović ◽  
Nevena Keković
Keyword(s):  
Marketing Strategy ◽  
Brand Management ◽  
Marketing Strategies ◽  
Cross Border ◽  
Travel Agencies ◽  
New Challenges ◽  
The Creation ◽  
Desk Research ◽  
Cross Border Cooperation

Specialized tourists offer in the post covid time is an important reason in choosing the destination to travel to. A new perception of this offer puts new challenges to those who design such offers. Most specialized offers are the result of entrepreneurial initiative and intuition. Authors have dealt with the creation of such offers as an important destination concurrent factor in their own cross-border cooperation. Based on their findings, they have developed a model of creating specialized tourism products for post covid time by linking core, additional, and expanded contents with brand creation and the marketing strategy. In this paper authors continue their research by testing that model through two platforms: desk research of the latest cognitions related to the repercussions of Covid-19 on tourist mind, and on a convenient sample of connoisseurs. The testing of the model is connected with one case study in which authors cooperate in practice. The findings have been tested through a survey on a sample of experts (representatives of travel agencies) related to their experiences in sales for 2020 and 2021.They have also found important changes in tourist perception of specialized tourist product. The findings offer the answers as to why the basic contents of the specialized tourist offer is no longer sufficient, as well as a way for developing additional and expanded contents, on which the brand and brand management activities in the post corona period should be primarily  based, i.e. on what to base the marketing strategies in the post covid time.

scholarly journals The marketing strategy of firms: an inside out perspective

2018 ◽  
Vol 9 (3) ◽  
pp. 889
Author(s):  
Aschalew Degoma Durie ◽  
Dr. Getie Andualem
Keyword(s):  
Qualitative Research ◽  
Marketing Strategy ◽  
Comparative Advantage ◽  
Marketing Strategies ◽  
Global Markets ◽  
Research Approach ◽  
Case Study Design ◽  
Inside Out ◽  
Textile Sector

The objective of the study was to examine the marketing strategies of Ethiopian medium and large textile companies. The textile sector became the focus of this study because the sector has performed far below than expected, despite the government‘s continued support to and the country‘s comparative advantage in the sector. To attain the stated objective, qualitative research approach with case study design was employed. The case companies were selected based on two criteria; production of finished textile products and operation in both local and global markets. Accordingly, nine companies qualified these criteria and all of them were used as cases. The RBT was the theory employed to explain the differences in performances among firms’ in similar environment. Furthermore, within and cross case analyses were employed to get in-depth understanding about the marketing strategies of the case companies. 

scholarly journals Literasi Tubuh Virtual dalam Aplikasi Teknologi Augmented Reality PASUA PA

Panggung ◽  
2020 ◽  
Vol 30 (3) ◽  
Author(s):  
Sri Rustiyanti ◽  
Wanda Listiani ◽  
Fani Dila Sari ◽  
Ida Bagus Gede Surya Peradantha
Keyword(s):  
Augmented Reality ◽  
Performing Arts ◽  
Body Language ◽  
Digital Art ◽  
Technology Literacy ◽  
Aesthetic Experiences ◽  
Augmented Reality Application ◽  
Language Literacy ◽  
New Formula

ABSTRACTBody language is a gesture that has meaning to express the expression of a dancer. The dancer’s body literacy is an empirical experience possessed in the ability to read choreography and do it continuously so that choreography becomes a body language literacy that is trained to become corporal acrobatic, corporal impulses, corporal instinc, and virtuosity as aesthetic experiences. This research reads and writes choreography of three dances namely Karwar Dance (Papua), Cikeruhan Dance (Sunda), and Guel Dance (Aceh) from dancer’s body language literacy to transform technology literacy by using augmented reality application media, combining reality and virtual in a form show. This study uses qualitative methods that focus more on the case study by involving problems and the purpose of viewing the performing arts from the visual culture of technology literacy. This paper is the result of a research by a consortium of Kemenristekdikti to redefine the identity of the dancer’s body, including a body shaped, well-controlled and well-established, patterned, there are standard movements and complete, occupying space well by applying and utilizing technology to produce findings from this research, namely AR Pasua PA (Augmented Reality Papua-Sunda-Aceh Performent Art). This finding is a new formula for the performance by utilizing the transfer from body language literacy to technology literacy.Keywords: body language literacy, technology literacy, augmented reality, digital art, AR Pasua PA.ABSTRAKBahasa tubuh adalah gesture yang mempunyai makna untuk mengungkapkan ekspresi dari seorang penari. Literasi tubuh penari merupakan pengalaman empirik yang dimiliki dalam kemampuan membaca koreografi dan melakukannya secara terus menerus sehingga koreografi yang dilakukan menjadi sebuah literasi bahasa tubuh yang terlatih menjadi corporal acrobatic, corporal impulses, corporal instinc, dan virtuisitas sebagai pengalaman estetis. Penelitian ini menganalisa koreografi tiga tarian yaitu Tari Karwar (Papua), Tari Cikeruhan (Sunda), dan Tari Guel (Aceh) dari literasi bahasa tubuh penari untuk ditransformasikan melalui teknologi Augmented Reality dengan menggabungkan realitas dan virtual dalam bentuk pertunjukan. Metode penelitian yang digunakan adalah kualitatif dengan memfokuskan diri pada seni pertunjukan, budaya visual dan literasi teknologi. Penelitian ini merupakan hasil penelitian konsorsium seni KRUPT ristekBRIN. Penelitian yang meredefinisikan kembali identitas tubuh penari, antara lain tubuh berbentuk, dikuasai dengan baik dan mapan, berpola, sesuai dengan standar gerak yang pakem dan selesai, menempati ruang dengan baik dan mengaplikasi dan memanfaatkan teknologi sehingga capaian literasi tubuh dengan penggunaan teknologi digital 4.0 dalam bentuk aplikasi AR PASUA PA. Hasil penelitian ini merupakan formula baru seni pertunjukan dengan memanfaatkan alih wahana dari literasi tubuh ke dalam teknologi virtual.Kata kunci: literasi bahasa tubuh, literasi teknologi, augmented reality, seni digital, AR Pasua PA.

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