Analysis of the concept of Immersive Marketing, (including Metaverse, AR & VR) as a digital trend, as well as its impact on consumer behavior and marketing practices in companies.
2. ANALYSIS
Trend analysis and statistics
02
ORGANIZATION OR
BRAND CAMPAIGN
Example of a company
implementing the trend
05
EVALUATION
The importance of its
application
03
RECOMMENDATIONS
About the use and application
06
TABLE
OF
CONTENTS
CONCEPTS
Definitions of AR, VR and
Metaverse
01
POINT‐OF‐VIEW (POV)
Impact on consumer behavior
and marketing activities
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3. OTHER IMPORTANT CONCEPTS
Augmented Reality (AR) is a technology that merges digital
imagery with the real-world environment, typically accessed
through mobile devices or tablets.
Virtual Reality (VR) is a software-based technology that
enables users to interact within a simulated 3D environment,
often using specialized 360-degree glasses to create an
immersive experience.
The Metaverse is a 3D digital world where individuals interact
using avatars and engage across multiple platforms. It
emulates aspects of the physical world, providing a wide
range of experiences and activities to participate in.
CONCEPTS
Immersive marketing is a marketing approach that incorporates virtual reality (VR), augmented reality (AR) and
3D design to create a unique consumer experience. It aims to deliver a combination of technologies and
interactive elements that engage and captivate consumers in new and innovative ways.
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4. SOME BENEFITS
STATISTICS
Multi-sensory Experience
1.4 billion AR users worldwide
61% prefer brands that uses immersive
technology
47% feel more connection with the brand
when using immersive technology
72% purchased more than they planned
because of AR
13% expected growth of the metaverse each
year
74% of adults considering joining the
metaverse in following year
Emotional Connection
Active Participation
ANALYSIS
The increasing consumer demand for immersive marketing is anticipated to experience continuous growth in
the coming years, driven by evolving consumer behaviors and advancements in technology that foster
transformation and innovation in the industry.
Personalization
4
5. BRANDING
ENGAGEMENT
INTERACTIONS
EXPERIENTIAL
MARKETING
PERSONALIZED
EVALUATION
In an ever more competitive and digitally-driven environment, immersive marketing plays a vital role in
captivating and maintaining consumer attention.
Provide personalized and unique
ads focusing on experiences. It opens the possibility of new
virtual experiences.
HYBRID
Facilitates hybrid
interactions combining
virtual and face-to-face
elements
Promotes consumer
engagement and
participation
Brand interactions through AR and VR
technologies and their seamless
integration across diverse platforms.
Brand recall and recognition
can be enhanced, leading to
better brand retention.
5
6. POINT‐OF‐VIEW (POV)
Immersive marketing is changing the way consumers buy, and this will change over the years in conjunction
with technological innovation.
POV
Engagement
It effectively captures consumer attention,
resulting in heightened engagement levels.
Brand Perception
It has the potential to shape consumer
perceptions of the brand and foster word-
of-mouth promotion and virality.
Creativity
Enables the creation of highly creative and
personalized campaigns tailored to specific
target audiences.
Innovation
The integration of technology enables the
extraction of deeper consumer insights
through the analysis of data to innovate.
1
2
3
4
The increasing trend of
immersive marketing will
influence consumer
behavior and reshape the
marketing strategies
employed by companies.
6
CONSUMER
BEHAVIOR
COMPANY'S
MARKETING
ACTIVITIES
7. Through a partnership, users were
able to virtually try on the latest
model of Nike Air Jordan sneakers.
NIKE ON AIR
SNAPCHAT AR
NIKE FIT AR
NIKELAND
In China, there is a fusion of in-store
and digital expertise that allows for
the delivery of personalized services.
By leveraging AR technology, it assists
consumers in discovering their ideal
shoe size.
Nike’s metaverse of
the Roblox platform
that targets people
who are very
interested in games
and sports.
An AR design
experience that
empowers users to
personalize and
customize their
footwear.
NIKE RISE
1
2
3
4
5
ORGANIZATION OR BRAND CAMPAIGN
Nike, renowned for its innovative campaigns, design expertise, and sports passion, has consistently embraced
emerging marketing trends, and immersive marketing is no exception to their forward-thinking approach.
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8. MEASURE
INTEGRATION
FOCUS ON EXPERIENCES
TARGET AUDIENCE
FINAL RECOMMENDATIONS
For successful implementation of immersive marketing tools, it is essential to have a deep understanding of the
target audience, deliver integrated experiences across channels, and prioritize performance analysis for
necessary adjustments.
Understand their preferences, behaviors, and
interests to create experiences that resonates
with them.
Focus on storytelling to create experiences
not only visually appealing but also
emotionally captivating.
Immerse marketing iniciatives should aliegn
with the overall marketing strategy and the
existing channels.
Set goals and KPIs to measure
performance, monitor metrics and propose
improvements.
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9. “Immersive Marketing Trends 2023.” Yord Studio, https://yordstudio.com/marketing-trends-report-2023/
“Marketing using Virtual and Augmented Reality.” Smart Insights, https://www.smartinsights.com/tag/marketing-using-virtual-and-augmented-reality/
“The Role of Virtual Reality and Augmented Reality in Marketing for 2023.” Home Business, Dec. 15, 2023,
https://homebusinessmag.com/marketing/internet-marketing/role-virtual-reality-augmented-reality-marketing-2023/
Al-Khamiri, Alem. “‘What Is Immersive Marketing?’ – A Clear & Concise Guide.” Fuel, Apr. 30, 2020, https://fuelimmersive.com/all/what-is-immersive-
marketing-a-clear-concise-guide/
Expert Panel. “11 Ways VR And AR Stand To Impact Advertising, Marketing And PR.” Forbes, Aug. 31, 2021,
https://www.forbes.com/sites/forbesagencycouncil/2021/08/31/11-ways-vr-and-ar-stand-to-impact-advertising-marketing-and-
pr/?sh=38df8edd5201
Hetler, Amanda. “The key to marketing is to stay in front of the target audience. With the evolving metaverse, companies can learn new ways to market
to customers in this immersive and digital world.” TechTarget, Nov. 18, 2022, https://www.techtarget.com/whatis/feature/Marketing-in-the-metaverse-
What-marketers-need-to-know
https://latana.com/post/immersive-brand-experiences/
Lightfoot, Ashley. “The Benefits Of Immersive Brand Experiences.” Lantana, Mar. 16, 2022,
Pec, Tony. “7 Digital Marketing Trends And How To Stay Ahead Of The Curve.” Forbes, Mar. 21, 2023,
https://www.forbes.com/sites/forbesagencycouncil/2023/03/21/7-digital-marketing-trends-and-how-to-stay-ahead-of-the-curve/?sh=12fb1e27730b
WORKS CITED
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