The Use of Augmented Reality Tools in Marketing: Opportunities and Limitations in the Latvian Market

As augmented reality (AR) technology matures, the intrigue of digital marketers and researchers towards its potential grows in parallel. There is a growing need to understand how augmented reality can revolutionise the digital marketing sphere, enhancing both promotional ventures and consumer experiences. The objective of this research is to explore, evaluate, and analyse the prospects of integrating augmented reality in the digital marketing strategies of Latvian firms. This is based on theoretical understandings of AR's role in digital marketing, combined with insights from expert interviews. Research methods: To fulfil the research objectives, a descriptive analysis and expert interviews were conducted. Results: Augmented reality offers businesses multiple advantages, from innovative marketing techniques to entertainment-oriented customer engagements. Yet, in Latvia, the adoption of AR in marketing remains limited. Many companies express uncertainty regarding the incorporation of AR into their forthcoming digital marketing strategies, which is argued by marketing professionals with the cost of implementing AR technologies and also the luck of knowing how to implement AR.