Archive Issue
International Interdisciplinary Scientific Journal "Expert"
Volume 1, Issue 3
(February - April 2024)
Language of the original article: English
ABSTRACT. The article examines and analyzes the peculiarities of the application of immersive technologies in business to increase the effectiveness of marketing communication with the consumer and achieve a higher level of competitiveness and establish relations with potential partners. Businesses can benefit more by introducing new technologies into their operations. However, such technologies require investment. For Ukrainian enterprises, this can become a problem due to the lack of stable profits. The role of immersive technologies in the form of augmented reality (AR) and virtual reality (VR) is determined, which will be a significant incentive for Ukrainian companies in the context of post-war revival, as they can be used to form a new market for the company. The factors that inhibit the use of immersive technologies in marketing are analyzed: high cost, limited access for the audience, the need for training and education, physiological limitations, technical problems, limited parameters for some products, competition with other visual media. Emphasis is placed on the fact that in marketing and sales, efforts should be focused on the use of the following tools: augmented reality in advertising, virtual product fitting, AR assistant in the store, virtual rooms in the store, AR product presentations, VR virtual events and demonstrations. Immersive technologies can help establish communication between the brand and the consumer, as well as establish a partnership.
Keywords: business, marketing, immersive technologies, consumers, loyalty, innovation, virtual reality, augmented reality
2. Hoda, M. Zmishana realnist: yak tekhnolohii vzhe sohodni zminiuiut biznes. 24Tekhno. Available at: https://bit.ly/49QK7Ux (accessed: 2.03.2024).
3. Slobodianyk, O.V. (2021). Imersyvni tekhnolohii u pratsiakh vitchyznianykh ta zarubizhnykh naukovtsiv. Naukovi zapysky. Seriia: Pedahohichni nauky, (201), 120-124. URL: https://doi.org/10.36550/2415-7988-2021-1-201-120-124 (accessed: 1.03.2024).
4. Shmyhol, M.F., Yushkevych, Yu.S. (2019). Virtualna realnist yak fenomen informatsiinoho suspilstva: svitohliadnyi aspekt. Hileia: naukovyi visnyk. Vyp. 142(2). 212-215. Available at: http://nbuv.gov.ua/UJRN/gileya_2019_142%282%29__44 (accessed: 3.03.2024).
5. Martyniuk, O., Korolov, I. (2020). Tendentsii rozvytku VR, AR ta MR tekhnolohii u suchasnomu biznesi. Ekonomika ta suspilstvo, №22. Available at: https://doi.org/10.32782/2524- 0072/2020-22-85 (accessed: 25.02.2024).
6. Dykha, M., Ustik, T., Krasovska, O., Pilevych, D., Shatska, Z., Iankovets, T. (2021). Marketing Tools for the Development and Enhance the Efficiency of E-commerce in the Context of Digitalization, Monographic Estudios de Economia Aplicada, 39(5). Available at: https://doi.org/10.25115/eea.v39i5.5234; http://ojs.ual.es/ojs/index.php/eea/article/view/5234/4857 (accessed: 24.02.2024).
7. Bondar, N.P., Botsian, T.V., Sharan, L.O. (2022) Imersyvni tekhnolohii v hotelnomu biznesi: analiz svitovoho dosvidu. Ekonomika ta suspilstvo. Vypusk № 45. Available at: https://bit.ly/3T3mQqY (accessed: 25.02.2024).
8. Fostolovych, V., Botsian, T. (2021) Imersyvni tekhnolohii yak instrument innovatsiinoho marketynhu v sferi orhanizatsii biznesu. Ekonomika. Upravlinnia. Innovatsii. Seriia: Ekonomichni nauky. Vyp. 2. Available at: http://nbuv.gov.ua/UJRN/eui_2021_2_10 (accessed: 2.03.2024).
9. Dopovnena realnist u elektronnii komertsii yak novyi instrument marketynhu. Available at: https://bit.ly/3P6cGoj (accessed: 1.03.2024).
10. Dopovnena realnist i rozvahy: yak tekhnolohiia zminiuie svit? InnoTECH Ukraine. Available at: https://bit.ly/3InJoha (accessed: 2.03.2024).
11. Top-10 tekhnolohichnykh trendiv u riteili 2023 roku – Emergen Research. Available at: https://rau.ua/novyni/top-10-tehnologichnih-trendiv/ (accessed: 3.03.2024).
12. Losheniuk, I., Kabanova, O., Berher, A., Karpenko, V., Didyk, D. (2023). The future of virtual reality in marketing and advertising: benefits and challenges for business. Futurity Economics & Law, September №3(3). P. 173-186. (Poland) Available at: https://doi.org/10.57125/FEL.2023.09.25.10. (accessed: 1.03.2024).
ABSTRACT. The article examines and analyzes the peculiarities of the application of immersive technologies in business to increase the effectiveness of marketing communication with the consumer and achieve a higher level of competitiveness and establish relations with potential partners. Businesses can benefit more by introducing new technologies into their operations. However, such technologies require investment. For Ukrainian enterprises, this can become a problem due to the lack of stable profits. The role of immersive technologies in the form of augmented reality (AR) and virtual reality (VR) is determined, which will be a significant incentive for Ukrainian companies in the context of post-war revival, as they can be used to form a new market for the company. The factors that inhibit the use of immersive technologies in marketing are analyzed: high cost, limited access for the audience, the need for training and education, physiological limitations, technical problems, limited parameters for some products, competition with other visual media. Emphasis is placed on the fact that in marketing and sales, efforts should be focused on the use of the following tools: augmented reality in advertising, virtual product fitting, AR assistant in the store, virtual rooms in the store, AR product presentations, VR virtual events and demonstrations. Immersive technologies can help establish communication between the brand and the consumer, as well as establish a partnership.
Keywords: business, marketing, immersive technologies, consumers, loyalty, innovation, virtual reality, augmented reality
References
1. Morze, N.V., Vember, V.P., Boiko, M.A., Varchenko-Trotsenko, L.O. (2020) orhanizatsiia STEAM-zaniat v innovatsiinomu klasi. Vidkryte osvitnie e-seredovyshche suchasnoho universytetu. Available at: https://bit.ly/4ccOVoP (data zvernennia: 24.02.2024).2. Hoda, M. Zmishana realnist: yak tekhnolohii vzhe sohodni zminiuiut biznes. 24Tekhno. Available at: https://bit.ly/49QK7Ux (accessed: 2.03.2024).
3. Slobodianyk, O.V. (2021). Imersyvni tekhnolohii u pratsiakh vitchyznianykh ta zarubizhnykh naukovtsiv. Naukovi zapysky. Seriia: Pedahohichni nauky, (201), 120-124. URL: https://doi.org/10.36550/2415-7988-2021-1-201-120-124 (accessed: 1.03.2024).
4. Shmyhol, M.F., Yushkevych, Yu.S. (2019). Virtualna realnist yak fenomen informatsiinoho suspilstva: svitohliadnyi aspekt. Hileia: naukovyi visnyk. Vyp. 142(2). 212-215. Available at: http://nbuv.gov.ua/UJRN/gileya_2019_142%282%29__44 (accessed: 3.03.2024).
5. Martyniuk, O., Korolov, I. (2020). Tendentsii rozvytku VR, AR ta MR tekhnolohii u suchasnomu biznesi. Ekonomika ta suspilstvo, №22. Available at: https://doi.org/10.32782/2524- 0072/2020-22-85 (accessed: 25.02.2024).
6. Dykha, M., Ustik, T., Krasovska, O., Pilevych, D., Shatska, Z., Iankovets, T. (2021). Marketing Tools for the Development and Enhance the Efficiency of E-commerce in the Context of Digitalization, Monographic Estudios de Economia Aplicada, 39(5). Available at: https://doi.org/10.25115/eea.v39i5.5234; http://ojs.ual.es/ojs/index.php/eea/article/view/5234/4857 (accessed: 24.02.2024).
7. Bondar, N.P., Botsian, T.V., Sharan, L.O. (2022) Imersyvni tekhnolohii v hotelnomu biznesi: analiz svitovoho dosvidu. Ekonomika ta suspilstvo. Vypusk № 45. Available at: https://bit.ly/3T3mQqY (accessed: 25.02.2024).
8. Fostolovych, V., Botsian, T. (2021) Imersyvni tekhnolohii yak instrument innovatsiinoho marketynhu v sferi orhanizatsii biznesu. Ekonomika. Upravlinnia. Innovatsii. Seriia: Ekonomichni nauky. Vyp. 2. Available at: http://nbuv.gov.ua/UJRN/eui_2021_2_10 (accessed: 2.03.2024).
9. Dopovnena realnist u elektronnii komertsii yak novyi instrument marketynhu. Available at: https://bit.ly/3P6cGoj (accessed: 1.03.2024).
10. Dopovnena realnist i rozvahy: yak tekhnolohiia zminiuie svit? InnoTECH Ukraine. Available at: https://bit.ly/3InJoha (accessed: 2.03.2024).
11. Top-10 tekhnolohichnykh trendiv u riteili 2023 roku – Emergen Research. Available at: https://rau.ua/novyni/top-10-tehnologichnih-trendiv/ (accessed: 3.03.2024).
12. Losheniuk, I., Kabanova, O., Berher, A., Karpenko, V., Didyk, D. (2023). The future of virtual reality in marketing and advertising: benefits and challenges for business. Futurity Economics & Law, September №3(3). P. 173-186. (Poland) Available at: https://doi.org/10.57125/FEL.2023.09.25.10. (accessed: 1.03.2024).
© 2024 The Author(s)
This work is licensed under the Creative Commons Attribution 4.0 International (CC BY 4.0).
Zakryzhevska, I. Karpenko, V. & Kolisnichenko, P. (2024). APPLICATION OF IMMERSIVE TECHNOLOGIES IN BUSINESS: THEORY, METHODOLOGY AND PRACTICE. International Interdisciplinary Scientific Journal "Expert", 1(3), 45-54. https://doi.org/10.62034/2815-5300/2024-v1-i3-003
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