The Role of Augmented Reality in Marketing and Customer Journey: Applications and Challenges

This paper aims to explore the technology of augmented reality (AR), which has become a trait of this digital era. To dive into the benefits and challenges of AR in the field of marketing, specifically the role of enhancing the customer journey, through an extensive literature review, the study examines how AR enables marketers to deliver interactive and engaging brand experiences, which enables them to stand out from competitors and foster stronger relationships with customers. Despite the potential benefits, there are challenges, such as technical barriers and a lack of familiarity with technology among the masses. However, AR interactive products have been proven to extend audience reach, generate positive word of mouth, and increase learning for marketers by creating meaningful interactions with consumers. Success stories show that consumers are ready for AR, with companies emphasizing the importance of strategically integrating AR into their marketing efforts to capture and deliver real value to marketers and consumers.