Presenting a model of digital marketing strategies using augmented reality in the online retail industry
Marzie Azarbayejani
1
(
PhD Student in Business Management - Marketing, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran.
)
Keywords: Marketing, augmented reality, digital marketing, online retail industry.,
Abstract :
In the current conditions of Iran and the world, there is a need for companies to adapt to the current technological changes that they should recognize and invest in new approaches in order to gain a suitable competitive advantage and help customers in their business endeavors. It should be noted that one of these technological changes is augmented reality, that the increasing growth of technology has led organizations to use augmented reality technology, and also the increase in the competitiveness of organizations has led to the creation of a competitive environment in society and The tendency is towards new approaches.On the other hand, the online retail industry has a high contribution to the country's economic development, and considering their significant role and the growing competition in online retail, the need to use a practical model for using digital marketing with The use of augmented reality is evident in online retail stores.The purpose of this research is to identify digital marketing strategies using augmented reality in the online retail industry using the Glazier approach, which was conducted by interviewing 11 experts in the field of marketing and technology, and the results include 5 categories of program development. Augmented reality development, intelligent and innovative education, technology intelligence, organized support of augmented reality and research development are the ways that online retailers can have a correct and comprehensive understanding of the research model.
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