**1. Introduction**

Augmented reality is an emerging technology that allows improving the sale of products and services through the use of applications on mobile devices [1], highlighting the ease, usefulness and compatibility of use [2]. It helps to position itself in the minds of consumers, generating a differentiating factor with greater acceptance over competitors [3]. Likewise, Pizarro et al. [4] and Ore et al. [5] defines augmented reality as the technology that combines virtual information with a real scenario. Furthermore Schmalstieg and Höllerer [6] indicates that augmented reality meets three characteristics: a) combine real and virtual elements; b) interactivity in real time and c) alignment in 3D, helping to immerse the user in a computer-generated world, allowing an experience free of restrictions [6].

The advertising used in traditional channels has little impact, therefore, advertising campaigns with emotional content are developed, such as the case of school dropouts, which manages to sensitize users. Therefore Bassat [7] defines

traditional advertising as the art of convincing consumers by visualizing the benefits of the product or service. However, at present it is difficult to convince the user through traditional means, which is why Alexander [8] indicates that digital advertising transfers traditional advertising to a digital world through social networks, websites, streaming and mobile applications, to which Cardona [9] recommends using the A / B test, which consists of developing two versions of a product to measure which one works better. On the other hand Pizarro et al. [4] presents advertising with augmented reality in the form of three-dimensional images, offering the consumer an experience that builds loyalty and generates a lot of expectation in the audience. Companies face a generation of customers who use information to purchase a product, which according to Godas [10] and Castilla et al. [11] are means that satisfy consumer needs and stimulate demand; and on the other hand, the services that according to Morales [12] and Chamilco et al. [13] is a process that consists of interaction activities between a good and the client. In this way, Bajaña et al. [14] indicates that companies should invest in advertising with augmented reality based on innovation. However, the target audience wants to interact with the product from a virtual environment to bring a personalized experience from home [15]. For this reason Pizarro et al. [4] proposes to use C ++ that allows the development of applications with three-dimensional animations and that works on mobile devices. Thus, augmented reality helps promote products and services in an innovative way, generating positive experiences through images on real environments, it also promotes electronic commerce by highlighting their characteristics [16].

In Spain, Moral et al. [17] carried out an investigation on new digital advertising strategies for young people such as advergaming that causes an emotional and affective immersion in the game, tabvertising that disseminates personalized and interactive advertising content specifically on tablets and smartphones and ARvertising where consumers interact with the product and personalize content from playful experiences with 3D resources, stating that advertising campaigns use augmented reality to increase sales in companies, allowing the user to experience the product through a virtual projection from mobile devices. Also in Ecuador, Bajaña et al. [14] investigated augmented reality in advertising, prospective for the Ecuadorian market that indicates taking advantage of the resources of the digital age without neglecting advertising content so that users experience a social connection with the brand, indicating that this technology is a trend with a future projection. In addition, it is revolutionizing and diversifying businesses, demonstrating the technological advance in first world countries. In Peru, Córdova and Jurado [18] in their research on augmented reality as an innovation in advertising media, they affirm that there was a greater acceptance of multimedia content, generating that 55.23% of the public recommend the use of augmented reality in the advertising because it helps interaction with images and videos.

In Spain, since 2007 little written advertising has been carried out due to the closure of 40% of existing newsstands due to the digital transformation and change in user habits; The custom of obtaining information through the internet has developed with the word "free" in mind [19]. In Mexico, fast food companies launched the "McBurritos" campaign, generating a negative impact on users for not respecting the country's traditional recipes. Advertising campaigns must be carried out under a user approach, that is, they must emotionally identify with the target audience. In Peru, clothing and accessories stores launched the #ModoCama campaign, causing discomfort in users because they describe an Afro-descendant person as messy and dirty. Whenever there is an advertisement, it must respect ethnicities, religions, races and sex [20].

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

Currently in the Peruvian market, companies seek to increase sales of products and services, they need to position themselves in the minds of consumers. They use advertising through traditional and digital channels, but do not have the desired impact to achieve an emotional connection with customers. The advertising campaigns present a moral and ethical content that manages to raise awareness about the issue at hand, but fails to persuade the customer to purchase the product or service. There is a new generation of consumers who use more information and want to interact with the product without physically having it to make a purchase decision. This type of consumer seeks to get closer to the product to verify its effectiveness and quality. In this sense, augmented reality and marketing are valuable allies for the growth of the brand. Therefore, the objective of this research is to describe the importance of augmented reality to promote products and services as an innovative alternative that captures attention and influences the customer's purchase decision, helping to generate a different and innovative experience to advertise products. and services through an emotional connection with people through mobile devices. This research describes the importance of augmented reality to achieve interaction with the consumer, personalize content, enjoy a new experience and stand out from the competition.
