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Realidade virtual e realidade aumentada são duas temáticas que se estão a expandir dentro do meio tecnológico. Para além das várias aplicações que estão a ter em áreas como o entretenimento, turismo e medicina, estão também a revolucionar o mundo do consumo e as estratégias de marketing. Para acompanharem as transformações digitais e atuar onde os consumidores se posicionam, as marcas estão a desenvolver conteúdos virtuais e aumentados, de modo a oferecer-lhes novos modos de aceder aos seus produtos, criando ofertas de valor.
Uma vez que os consumidores apresentam um perfil mais tecnológico, as marcas encontram nas experiências imersivas uma forma disruptiva de se relacionarem com eles e de fortalecerem os seus laços. Como tal, esta investigação centrou-se na análise do mercado português, procurando aferir se as marcas a operarem em Portugal estão a incorporar realidade virtual e realidade aumentada nas suas estratégias internas, para atrair e envolver os consumidores.
Através da construção de um triângulo metodológico de investigação e de uma recolha de dados qualitativa, foram aplicadas entrevistas individuais a entidades de consumo e economia digital, como a DECO e a ACEPI, que contribuíram para a reflexão sobre o contexto português face a estas tecnologias imersivas. As entrevistas foram também aplicadas a marcas que lançaram recentemente no mercado experiências virtuais e aumentadas para os consumidores, como a MEO e a L’Oréal, e, por fim, a agências de marketing e produção de conteúdos, como a ComOn e a Azimuth Star, que permitiram fazer uma relação entre o tipo de conteúdos que estão a ser desenvolvidos e o que as empresas estão a exigir.
A partir dos testemunhos obtidos, procedeu-se à elaboração de um quadro descritivo e reflexivo sobre o panorama português, que permitiu concluir que o país tem condições favoráveis para a dinamização destas tecnologias, embora se encontre numa fase experimental.
Virtual reality and augmented reality are technological issues whose impact is growing in different areas, such as entertainment, tourism and medical applications. They are changing how people buy and the communication practices addopted by brands to reach their consumers. To keep up the market innovations and act where consumers are, brands are producing disruptive contents using both virtual and augmented strategies as well as offering unique value prepositions and easier platforms to access their products. Nowadays, as the consumers’ profile is more technological, brands find in immersive experiences an innovative way to keep in touch and create bonds with consumers, building better relationships and make strong engagements. Thus, this research focuses on the portuguese market and analyze if the brands operating in Portugal are exploring virtual and augmented reality to immerse consumers in their internal marketing strategies. Using a qualitative method and building a methodological triangle, in one hand, were applied interviews to entities regarding consumption and digital economy as DECO and ACEPI, which gave insight on the portuguese context. On the other hand, the interviews were applied to brands in Portugal, which lauched mobile applications in market, such as MEO and L’Oréal. The last interviews were applied to marketing agencies, ComOn and Azimuth Star, which were the tie between what is being developed in this field and what their major clients are demanding. The results allowed the construction of a descriptive and reflexive frame about the portuguese context and and the major conclusions show that Portugal has favorable conditions to spread virtual and augmented reality, despite being in an experimental stage.
Virtual reality and augmented reality are technological issues whose impact is growing in different areas, such as entertainment, tourism and medical applications. They are changing how people buy and the communication practices addopted by brands to reach their consumers. To keep up the market innovations and act where consumers are, brands are producing disruptive contents using both virtual and augmented strategies as well as offering unique value prepositions and easier platforms to access their products. Nowadays, as the consumers’ profile is more technological, brands find in immersive experiences an innovative way to keep in touch and create bonds with consumers, building better relationships and make strong engagements. Thus, this research focuses on the portuguese market and analyze if the brands operating in Portugal are exploring virtual and augmented reality to immerse consumers in their internal marketing strategies. Using a qualitative method and building a methodological triangle, in one hand, were applied interviews to entities regarding consumption and digital economy as DECO and ACEPI, which gave insight on the portuguese context. On the other hand, the interviews were applied to brands in Portugal, which lauched mobile applications in market, such as MEO and L’Oréal. The last interviews were applied to marketing agencies, ComOn and Azimuth Star, which were the tie between what is being developed in this field and what their major clients are demanding. The results allowed the construction of a descriptive and reflexive frame about the portuguese context and and the major conclusions show that Portugal has favorable conditions to spread virtual and augmented reality, despite being in an experimental stage.
Descrição
Palavras-chave
Realidade virtual Realidade aumentada Experiências imersivas Marcas em Portugal Virtual reality Augmented reality Immersive experiences Brands in Portugal