master's thesis
Application of augmented reality in marketing

Jasmina Jagetić Daraboš (2016)
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"
Metadata
TitlePrimjena proširene stvarnosti u marketingu
AuthorJasmina Jagetić Daraboš
Mentor(s)Dražen Alerić (thesis advisor)
Abstract
Digitalizacija i nove tehnologije zahvatile su sve sfere društva, pa tako i marketing. Digitalni mediji već su u velikoj mjeri zamijenili tradicionalne, klasične kanale komunikacije, a trend njihovog razvoja je u kontinuiranom porastu. Poduzeća sve više uviđaju kako se najefikasnija marketinška komunikacija ostvaruje integracijom klasičnih i digitalnih medija, te se na taj način kreira cjelovita kampanja koja za posljedicu ima visoki učinak u ostvarenju ciljeva. Novi marketinški alati dolaze s pojavom novih tehnologija, zasnovanih na online platformama, čime su potrošačima dostupni u bilo koje vrijeme i na bilo kojem mjesto, kad god oni to požele. Najveća prednost novih, digitalnih medija jest u kvalitetnoj segmentaciji tržišta, pri čemu je omogućeno usko ciljanje komunikacijskim porukama tako da potrošači dobivaju samo one informacije koje ih zanimaju, a poduzeća time štede vrijeme i novac. Osim toga, proizvod ili usluga kvalitetnije se prilagođava kupcu, zahvaljujući povratnim informacijama od kupaca i dvosmjernoj komunikaciji i interakciji korisnika s poduzećem ili brandom. Interaktivnost je sadržaj kojem teže današnji potrošači. Oni žele biti uključeni u poslovanje branda i na taj način osjećaju povezanost s njim, što za posljedicu stvaranje zadovoljnih kupaca i gradnju lojalnog odnosa. Nove tehnologije, poput proširene stvarnosti, unijele su revolucionarne promjene u načinu komunikacije poduzeća s potrošačima. Tehnologija proširene stvarnosti pruža korisnicima širu sliku i otkriva nove spoznaje i mogućnosti. Smještanjem virtualno generiranih informacija u stvarni svijet potrošačima se nudi dodatna vrijednost komunikacije koja je od iznimne važnosti u današnjem marketinškom i potrošačkom svijetu, prepunom različitih informacija kojima se opterećuje korisnika. Primjenom novih tehnologija i digitalnih komunikacijskih kanala poduzeća brže i efikasnije postižu svoje ciljeve, a uz to stvara se konkurentska prednost. Da bi poduzeće opstalo i uspješno poslovalo, nužna je prilagodba novim trendovima u poslovanju i ponašanju potrošača.
Parallel title (English)Application of augmented reality in marketing
Committee MembersLenko Uravić (committee chairperson)
Dražen Alerić (committee member)
Erik Ružić (committee member)
GranterUniversity of Pula
Lower level organizational unitsFaculty of economics and tourism "Dr. Mijo Mirković"
PlacePula
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeBusiness Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics
Study specializationMarketing Management
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-07-15
Parallel abstract (English)
The digitization and new technologies affected all areas of society, including marketing. Digital media have already replaced the traditional, classical communication channels in very big part, and the trend of their development is continuously increasing. The companies recognize that the most effective marketing communication is integration of conventional and digital media, and in that way is created integrated marketing campaign which has resulted in high performance in achieving the objectives. New marketing tools comes with the appearance of new technologies, based on online platforms, so they are available to consumers at any time and at any place, whenever they want. The biggest advantage of the new digital media is in the quality market segmentation, that allows good and narrow segmentation of communication messages so the customers get only information in which they are interested, so the company save time and money. In addition, the products and service quality is better and more adapted to customers, thanks to feedback from customers and two-way communication and interaction between customer and the company or brand. Interactivity is the aspect which is important for today’s consumers. They want to be involved in business brand and in that way they feel connection with the brand, and that build satisfied and loyal customer. New technologies such as augmented reality have brought revolutionary changes in way that companies communicate with consumers. Technology of augmented reality allows consumers to see bigger images and they explore new insight and opportunities. By placing virtual generated ideas in real world, consumers get bigger value of communication which is very important in today marketing and consumer worlds, filed with different information which burdens the user. By applying new technology and digital communication channels, the companies can quicker and more efficiently achieve their goals, and make competitive advantage. In order to company survive and successfully operated, the adjustment to new trends in business and consumer behavior is necessary.
Parallel keywords (Croatian)e-marketing proširena stvarnost tehnologije
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:137:233179
CommitterEster Bencic