scholarly journals Augmented Reality in Sport Marketing

2020 ◽  
Vol 1 ◽  
pp. 134-151
Author(s):  
Chad Goebert
Keyword(s):  
Augmented Reality ◽  
Marketing Strategy ◽  
Customer Service ◽  
Academic Research ◽  
Sport Marketing ◽  
Delivery Systems ◽  
Product Management ◽  
Sport Organizations ◽  
Hardware Platform ◽  
Visual Appeal

The augmented reality (AR) market is expected to grow to $60.55 billion by 2023 and there are currently an estimated 4.2 billion AR-capable devices in the hands of consumers. Experts believe that sport is a high-value market for AR as it is uniquely positioned to utilize AR in multiple marketing contexts (Haber, 2019). The COVID-19 pandemic has accelerated the rate at which sport organizations are utilizing AR as they attempt to reach fans and consumers that are limited or restricted from attending events in person. This article introduces augmented reality to sport managers and practitioners and defines AR, detailing how it can be used by citing examples of how it has been used in sport marketing to this point. Specifically, the paper discusses the three most common classifications of AR for marketing and their role in sport: advertising/promotion, product management, and customer service. The types of AR delivery systems (e.g., HMD, projector-based, smartphone, broadcast AR) are also discussed to clarify that AR is a grouping of technologies and not just one hardware platform. Sport and non-sport examples of AR implementations of the different classifications and delivery systems are provided in this text. Three recommendations are provided for AR development and implementation, namely that sport AR activations should be a complement to the sport product, focus on visual appeal, and strive for immersion. These recommendations are grounded in academic research and intended to assist practitioners planning to implement AR as part of their marketing strategy.

ANALISIS STRATEGI PEMASARAN DALAM PENINGKATAN JUMLAH NASABAH PRODUK TABUNGAN BRITAMA PADA PT. BANK RAKYAT INDONESIA (Persero), Tbk KANTOR CABANG PALOPO

2021 ◽  
Author(s):  
Rosnaini Daga
Keyword(s):  
Marketing Strategy ◽  
Relationship Marketing ◽  
Customer Service ◽  
Marketing Mix ◽  
Marketing Manager ◽  
Product Price ◽  
Service Strategy

Penelitian Ini berjudul “Analisis Strategi Pemasaran Dalam Peningkatan Jumlah Nasabah Produk Tabungan Britama Pada PT.Bank Rakyat Indonesia (Persero) Tbk. Penelitian ini bertujuan untuk Mengethui dan menganalisis strategi pemasaran yangdigunakan dalam peningkatan jumlah nasabah produk tabungan britama pada PT Bank Rakyat Indonesia (Persero), Tbk kantor cabang Palopo.Metode analisis yang digunakan dalam penelitian ini yaitu metode deskriftif kualitatif. Informan ditentukan dengan teknik purposive, yaitu teknik penentuan subjek (informan) berdasarkan kriteria dan tujuan dari penelitian ini. Kriteria yang dipilih adalah Kepala Bagian Marketing Manager PT. Bank Rakyat Indonesia (Persero) Tbk, Kantor Cabang Palopo JL. K.H Ramli No. 2, Palopo, Sulawesi Selatan dengan tidak berdasarkan jenis kelamin dan mereka siap menjadi informan. Informan yang digunakan adalah 1 (satu) orang dan memungkinkan adanya penambahan jika tujuan penelitian belum tercapai.Hasil penelitian menunjukkan bahwa telah terjadi peningkatan jumlah nasabah pada PT Bank Rakyat Indonesia (Persero), Tbk kantor cabang Palopo. Strategi pemasaran yang dilakukan untuk meningkatkan jumlah nasabah pada PT Bank Rakyat Indonesia (Persero) tidak jauh dari unsur marketing mix yaitu Place, Product, Price, dan Promotion. Strategi yang paling tepat adalah melalui strategi Relationship Marketing Strategy,, Strategy Superior Customer Service, Strategy Unconditional Guarantees, dan strategi penanganan keluhan yang efektif.

scholarly journals APLIKASI PROMOSI BANK CIMB NIAGA MENGGUNAKAN MOBILE AUGMENTED REALITY

2020 ◽  
Vol 11 (1) ◽  
pp. 17
Author(s):  
Kholid Fathoni ◽  
Yuliana Setiowati ◽  
Hilman Abu Dzarrin
Keyword(s):  
Augmented Reality ◽  
Customer Service ◽  
Mobile Augmented Reality

PT Bank CIMB Niaga,Tbk. merupakan salah satu industri perbankan swasta  di Indonesia yang menerapkan pentingnya memberikan pelayanan yang terbaik  bagi setiap nasabahnya dan selalu berusaha memahami kebutuhan dan keinginan  nasabahnya. Namun seiring bertambah banyaknya nasabah yang tertarik dengan produk-produk Bank CIMB Niaga, perusahaan ini sering menghadapi permasalahan berupa menumpuknya antrian nasabah yang akan menuju Customer Service (CS). Untuk mengatasi permasalahan tersebut, diperlukan suatu aplikasi yang memudahkan pekerjaan CS yaitu media promosi Bank Niaga berbasis mobile augmented reality. Dengan aplikasi ini nasabah nasabah bisa  mendapatkan informasi produk Bank CIMB Niaga melalui smartphone Android. Aplikasi ini menggunakan logo Bank Niaga sebagai marker. Setelah marker terdeteksi, aplikasi menyediakan 4 pilihan menu kepada pengguna yaitu : profil Bank CIMB Niaga, berita terkini, produk Bank CIMB Niaga, serta galeri. Hasil ujicoba menunjukkan bahwa semua fitur aplikasi ini berjalan dengan baik. Serta hasil pengujian kepada pengguna memberikan respon bahwa aplikasi ini sangat membantu bagi CS, bermanfaat, mudah digunakan serta memiliki tampilan yang menarik. Kata Kunci: media, promosi, PT Bank Niaga, Augmented Reality, Mobile

Improving service brand personality with augmented reality marketing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Daria Plotkina ◽  
John Dinsmore ◽  
Margot Racat
Keyword(s):  
Augmented Reality ◽  
Customer Service ◽  
Brand Personality ◽  
Customer Experience ◽  
Great Opportunity ◽  
Content Type ◽  
Customer Perceptions ◽  
Shopping Orientation ◽  
Service Brand ◽  
Underlying Processes

Purpose Augmented reality (AR) apps offer a great opportunity for brands to provide better service to customers by creating augmented customer service. However, not every AR app is equally effective in improving customer experience. Investigation of underlying processes and brand-related outcomes of AR marketing remains scarce and it is unclear how different types of AR apps influence brand perceptions, such as brand personality. This paper aims to fill in this knowledge gap and provide practical insights on how different AR apps can improve service brand personality. Design/methodology/approach Using an experimental plan, the authors investigate how attitudes towards AR apps contribute to customer perceptions of brand personality (i.e. excitement, sincerity, competence and sophistication) according to two different variables, namely, the location of the AR app (location-specific vs non-location-specific) and its orientation (augmenting the product, brand or store experience). The authors also examine the effect of expected customer experience with the AR app (i.e. playfulness and pleasure) and customer technological innovativeness and shopping orientation as predictors of attitudes towards the AR app. Findings The findings show that non-location-specific and product-oriented AR apps (i.e. virtual try-on apps) receive more positive evaluations and lead consumers to perceive the brand as more exciting, sincere, competent and sophisticated. Moreover, the playfulness and pleasure experienced with the AR app determine consumers’ attitudes towards the app. Additionally, AR apps improve brand personality perceptions amongst more innovative and adventure-focussed shoppers. Originality/value The authors show that brand announcements on high-technology, customer-oriented service offerings are an effective branding tool. Thus, AR apps perceived as pleasant and playful can signal and improve brand personality.

Branding Through Sponsorship-Linked Marketing

2018 ◽  
pp. 189-212
Author(s):  
Luke Lunhua Mao ◽  
James J. Zhang
Keyword(s):  
Marketing Strategy ◽  
Brand Equity ◽  
Financial Support ◽  
Perceived Quality ◽  
Brand Experience ◽  
Sport Organizations ◽  
Company Limited ◽  
Sports Involvement ◽  
Marketing Activities

The essence of sponsorship is reciprocity. Whereas sport organizations and event promoters have increasingly relied on sponsors' resources and financial support to stage their events, many companies have also been vigorously seeking sponsorship opportunities to actualize their marketing goals, such as enhancing brand equity. This research examines the impacts of sponsorship-linked marketing activities on perceived consumer-based brand equity elements (i.e., brand loyalty, perceived quality, and brand awareness/associations) of the sponsor. This was done through a case study of how sponsorship-linked marketing strategy has shaped the development of Li Ning Company Limited, a Chinese sports apparel and equipment company. Results show that the branding effectiveness of sponsorship directly depends on event quality, perceived event-brand congruency, and brand experience, but not level of sports involvement.

Maybelline Inc.: About Face

2017 ◽  
pp. 1-28
Author(s):  
Julie Hennessy ◽  
Jill Carter ◽  
Jimmy Carter ◽  
Alice M. Tybout
Keyword(s):  
Consumer Behavior ◽  
Marketing Strategy ◽  
Market Share ◽  
Distribution Channels ◽  
Competitive Environment ◽  
Product Management ◽  
Demographic Analysis ◽  
Product Lines ◽  
Purchasing Patterns ◽  
Consumer Marketing

Maybelline is the world's leading mass cosmetic company. It enjoys tremendous success and a commanding market share, particularly in the eye makeup category. But Maybelline also acknowledges a weakness in the strategic face segment, most notably in the profitable foundations product lines. Approaches the challenge of successfully growing this important category by looking at every aspect necessary to make this move, including: consumer marketing strategy, consumer behavior and purchasing patterns, demographic analysis, segmentation and targeting, product management, distribution channels, pricing, advertising, and understanding the competitive environment.

A Conceptual Framework for Understanding Relationships Between Sport Consumers and Sport Organizations: A Relationship Quality Approach

2011 ◽  
Vol 25 (1) ◽  
pp. 57-69 ◽  
Author(s):  
Yu Kyoum Kim ◽  
Galen Trail
Keyword(s):  
Conceptual Framework ◽  
Relationship Quality ◽  
Sport Marketing ◽  
Consumer Organization ◽  
Sport Organizations ◽  
Marketing Effectiveness ◽  
Product Consumption ◽  
Main Components ◽  
Relationship Styles ◽  
As Relationship

Sport consumers are increasingly discontented and disconnected with sport organizations and researchers have advocated a fundamental shift in sport marketing from a traditional exchange paradigm to a relationship paradigm. Relationship quality is critical to understanding sport consumer-organization relationships because it can: (a) render a platform to organize wide-ranging relational constructs; (b) provide insight into evaluating relationship-marketing effectiveness; and (c) diagnose and address problems in relationships. Therefore, we propose a conceptual framework of sport consumer-organization relationship quality that consists of three main components. First, we specify that relationship quality consists of five distinct but related relational constructs (trust, commitment, intimacy, self-connection, and reciprocity). Second, we suggest that relationship quality influences word of mouth, media consumption, licensed-product consumption, and attendance behaviors. Finally, we argue that psychographic factors such as relationship styles, relationship drive, and general interpersonal orientation are moderators, as well as demographic factors such as age, gender, ethnicity, region, and income.

scholarly journals Study of Operating and Marketing Strategy Factors in the Formulation of Strategies of Small Manufacturers

2011 ◽  
Vol 1 (2) ◽  
pp. 74-78
Author(s):  
Seyed Mohammad Abdollahi
Keyword(s):  
Firm Performance ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Product Quality ◽  
Customer Service ◽  
Relative Importance ◽  
Product Cost ◽  
Production Strategy ◽  
Small Manufacturers

The main purpose of this research is to measure the relative importance of a selected number of primary operating and marketing factors which may be involved in the formulation of strategies of small manufacturers. One hundred manufacturing owner-managers in Iran were investigated. The marketing factors emphasized most often were improvement in product quality and reduction in product cost. However, improvements in customer service and in scheduling appeared to contribute more to actual firm performance. Overall, there seemed to be more emphasis on the production strategy factors than marketing factors as a means to gaining competitive advantage.

scholarly journals La mercadotecnia en las PYMES y su influencia en el crecimiento de utilidades

2017 ◽  
Vol 10 (19) ◽  
Author(s):  
María Eloísa Treviño Ayala ◽  
Paula Villalpando Cadena ◽  
Rodolfo Antonio Treviño Ayala ◽  
David Fernando Lozano Treviño
Keyword(s):  
Customer Service ◽  
Product Management ◽  
Management Research ◽  
Nuevo Leon ◽  
Earnings Growth ◽  
Independent Variables ◽  
Nuevo León ◽  
Positive Growth ◽  
Marketing Activities ◽  
Price Management

Abstract. This research aims to identify the marketing factors that enable SMEs succeed relative to its earnings growth in order to enhance their business opportunities. The independent variables included in this study are Product Management, Customer Service and Price Management. Research in conducted in Monterrey and its metropolitan area of Nuevo Leon, Mexico. The methodology used is multiple linear regression. According to the results obtained with sample items, earnings growth is not a function of Product Management,Customer Service and Price Management, that is to say, the area of marketing activities used by the entrepreneur are not significant to achieve with ANOVA parametric test, positive growth in earnings.Keywords:earnings, marketing factors, owners-managers, SMEResumen. La presente investigación tiene como objetivo determinar los factoresmercadológicos que permiten a las PYMES tener éxito con relación a su crecimiento de utilidades con el fin de mejorar sus oportunidades de negocio. Las variables independientes contempladas en este estudio son Manejo del Producto, Servicio al Cliente y Manejo del Precio. La investigación es realizada en Monterrey y su área metropolitana del Estado de Nuevo León, México. La metodología utilizada es la regresión lineal múltiple. Acorde a los resultados obtenidos con los elementos muestrales, el crecimiento de utilidades no está enfunción del Manejo del Producto, Servicio al Cliente y Manejo del Precio; es decir, las actividades del área de mercadotecnia utilizadas por el empresario no son significativas para lograr, con la prueba paramétrica ANOVA, un crecimiento favorable en las utilidades.Palabras clave: factores mercadológicos, propietarios-administradores, PYMES, utilidades

Sign in / Sign up

Export Citation Format

Share Document