The Use of Information Technology (IT) to Create New Marketing Strategies

Abstract

The new information technologies (IT) have not been ignored by large and medium-sized companies to make their products better known. This context has allowed, in turn, some companies to decide to introduce new marketing strategies, based on information from new technologies, to better position their products in the market. In this dynamic, augmented reality is a new technology that allows virtual reality to be added to a real physical environment, making it a novel tool for discovering new uses, forms, and consumption habits. AR aims to surprise the customer and get their full attention and interest and, based on all the information provided -which they have already visualized through an App via a mobile phone- of a product, it seeks to awaken the consumer's desire to buy it. This approach, undoubtedly, generates new uses of IT to know customer satisfaction that very few companies currently use or know about, since they assume that its cost is high, which is not necessarily the case.