Tantangan dan Peluang Pemanfaatan Augmented Reality di Perangkat Mobile dalam Komunikasi Pemasaran
DOI:
https://doi.org/10.31504/komunika.v10i1.3715Keywords:
Augmented Reality, Teknologi Digital, Komunikasi Pemasaran, Pengalaman DigitalAbstract
Augmented Reality (AR) merupakan teknologi digital yang telah memberikan banyak manfaat dalam berbagai aktivitas, tak terkecuali pemasaran. Sebagai teknologi yang dapat diakses melalui perangkat mobile, AR dinilai menjadi teknologi yang efektif dalam melakukan komunikasi pemasaran. Tidak hanya meningkatkan niatan seseorang dalam membeli produk, teknologi AR pada perangkat mobile dinilai dapat menjadi media komunikasi yang memberikan solusi sesuai kebutuhan pelanggan, dapat digunakan dimanapun dan mendorong competitive advantage dari pelanggan. Adapun sebagai teknologi yang diakses melalui perangkat digital maka AR tidak luput dari tantangan-tantangan yang harus dihadapi oleh perusahaan. Dalam hal ini, pemetaan tantangan dan peluang menjadi salah satu bagian penting dalam penyusunan strategi komunikasi yang efektif. Penelitian ini bertujuan untuk memberikan gambaran mengenai berbagai manfaat yang dapat dihadirkan oleh AR dalam komunikasi pemasaran melalui perangkat mobile. Metode yang digunakan dalam penelitian ini adalah tinjauan literatur sistematis dengan pendekatan kualitatif. Penelitian ini menggunakan 8 literatur yang diterbitkan dari tahu 2018 sampai dengan 2020. Penelitian ini menghasilkan sebuah kerangka berfikir mengenai tantangan dan peluang yang dihadirkan oleh AR dalam konteks komunikasi pemasaran. Berdasarkan hasil analisis, AR menjadi teknologi memiliki peran penting dalam mengimplementasikan komunikasi pemasaran yang terintegrasi hal ini dikarenakan teknologi tersebut berfokus pada komunikasi untuk memenuhi kebutuhan pelanggannya dan mampu membuka titik temu antara pelanggan dengan produk. Adapun dalam menjawab tantangan penggunaan teknologi AR dalam komunikasi pemasaran, organisasi harus mampu memberikan anggaran khusus untuk mengembangkan konten 3 dimensinya.
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