| Titre : |
Augmented reality, a new awareness-raising lever for great causes ? |
| Type de document : |
Mémoire |
| Auteurs : |
Clara MICHAUD, Auteur |
| Année de publication : |
2020 |
| Importance : |
23 p. |
| Note générale : |
Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. |
| Langues : |
Français (fre) |
| Mots-clés : |
Management
TECHNOLOGIE ; COMMUNICATION ; INNOVATION ; ONG ; STRATEGIE
|
| Résumé : |
More and more marketing strategies include the use of technologies such as augmented reality. This is because traditional marketing strategies have less and less impact and engagement rate. There is also a growing difficulty for NGOs that advocate for great causes such as environmental or social causes to create awareness and engage people. Augmented reality could help to vitalize current conventional communication strategy, creating a significant difference compared to other actors. Yet few NGOs have integrated this technology into their communication strategy because it is a very recent technology with few applications in the field of great causes, thus making it difficult to estimate the real effectiveness of such innovative projects. The qualitative study carried out showed that NGOs would have more to gain than to lose by using augmented reality, which allows them to create new immersive experiences, to place people at the heart of climatic or social situations today, in order to create more emotion, interaction and thus more commitment, but under certain conditions. |
| Programme : |
PGE-Rouen |
| Spécialisation : |
Digital Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529187 |
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Augmented reality, a new awareness-raising lever for great causes ? / 2020 
