The Role of Augmented Reality in Digital Marketing Strategy

Abstract

The online business environment is constantly changing and companies have to adapt and find new ways in which they can reach and understand their customers. The increased penetration of the Internet, extensive use of social media, and the development of new technologies can present both opportunities and threats. This paper aims at presenting how the current status of the digital business environment impacts marketing strategy and how the implementation of Augmented Reality (AR) can help companies overcome the current challenges and gain a competitive advantage.