Abstract
This research article explores the effectiveness of Augmented Reality (AR) in digital marketing campaigns, examining its impact on consumer engagement, personalization of marketing experiences, and the technological advancements that have facilitated its integration into marketing strategies. The study highlights the enhanced interactive experiences offered by AR compared to traditional digital marketing methods, leading to increased consumer involvement and brand recall. It also addresses the challenges in AR implementation, including technical complexity, higher development costs, and difficulties in measuring ROI. The research underscores the promising future of AR in marketing, emphasizing its potential integration with emerging technologies like AI and IoT, and its growing accessibility and cost-effectiveness. Furthermore, the article compares AR's effectiveness with traditional marketing strategies, revealing unique benefits in engagement and personalization but also noting limitations in reach and analytics. The findings offer valuable insights for marketers and businesses, indicating AR's transformative potential in marketing while acknowledging the need for strategic integration and overcoming technical and financial challenges. Recommendations for future research focus on longitudinal consumer behavior studies, cost-benefit analysis, cross-industry comparisons, and exploring ethical and privacy concerns associated with AR in marketing.