**5. Discussion**

In **Table 1**, augmented reality generates a good level of engagement. Companies should not only use influencers or landing pages to capture the user's attention but also create an interactive experience that contacts and engages with them, such as augmented reality technology. Which agrees with Dwivedi et al. [21] who affirm that the design of the customer experience (CX) through emerging technologies such as augmented and virtual reality, voice-activated assistants and wearable technologies allow cultivating favorable customer engagement behaviors and improve consumer welfare. Bolton et al. [22] asserts that customers expect a fluid, integrative and holistic experience that is complemented with digital channels and people either by phone or in person, improving the overall customer experience.

In **Table 2**, the innovation generated by these types of experiences generates added value and a new reason for customers to try and adopt the company's new products. For Carlson et al. [23] digital and social media technologies that are integrated into people's daily lives provide new opportunities to interact and collaborate with brands in the innovation process. In this way, the innovation that augmented reality transmits is related to the audiovisual media that allows promoting products and services [24].

**Table 3**, indicates that augmented reality is an efficient means to market products or services. Which agrees with Hinsch et al. [25] that states that companies improve the perception of their products through augmented reality as a key ingredient in the communication of a certain brand. To improve the user experience, Han et al. [26] affirms that augmented reality applications are used in various industries to convey product characteristics and improve the way consumers think, feel and react about the decision of purchase. On the other hand, an analysis of the Company Ericsson [27] concluded that advertising with augmented reality could be a danger to improve the sales of products since the ads could be used as free versions of the products or services.

**Table 4**, shows that augmented reality is a technological innovation in digital marketing campaigns that develops more relevant and meaningful shopping experiences for consumers. Felix et al. [28] and Kamboj et al. [29] assert that digital channels are platforms that allow innovative marketing practices through social networks. On the other hand Muninger et al. [30] affirms that there is little guidance to promote the strategic use of social networks in innovation processes. While Leminen et al. [31] highlights machine learning and the internet of things as a perspective to improve the level of innovation of the Business-to-Business (B2B) business model.

## **6. Conclusions**

With the huge number of users with mobile devices on the market, it is essential to use augmented reality to improve emotional connection or commitment, attract new customers and retain existing ones. This technology captures reality from different perspectives by superimposing virtual images on the reality that is seen from a certain mobile and supported by other technologies such as the Global Positioning System (GPS) help users to live unique experiences to interact with the brand through the information or entertainment.

Augmented reality is a technology that creates unparalleled, innovative and exciting experiences that contributes to closer ties between consumers and the brand. In addition to this, augmented reality filters in social networks and multiplayer gamification apps save time, travel costs and advertising thanks to the scalability and availability of the experience.

Companies use augmented reality as advertising and marketing tools to get the attention of consumers. In this way it is used in packaging, where the packaging of a product is used to display information. In events and activations, where positioning and good perception of the product are generated. In the catalog of products and services, where the products are brought closer to the user.

### **Acknowledgements**

Special thanks to the National University of Cañete, the Research Group on Entrepreneurship and Innovation C@ñeteLab, its great professors, valuable students and collaborators for carrying out this scientific research throughout these years of study.

### **Conflict of interest**

"The authors declare no conflict of interest."

*Augmented Reality as an Emerging Technology to Promote Products and Services DOI: http://dx.doi.org/10.5772/intechopen.100030*
