FEATURES OF THE USE OF IMMERSION TECHNOLOGIES IN MARKETING 6.0
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Abstract
The purpose of the publication is to systematically analyse and critically evaluate current trends in the development of immersion technologies, such as virtual and augmented reality, in the context of their influence on the transformation of Marketing 6.0. The publication focuses on identifying their potential to enhance communication efficiency between producers and consumers, optimise decision-making processes and contribute to the creation of a unique consumer experience that aligns with the principles of sustainable development and social responsibility. Methodology. The study of immersion marketing technologies 6.0 is conducted with a clear distinction between components, areas of use, segments and sub-segments of industrial activity, types of software and immersion services. The attainment of the formulated objective of the study is facilitated by a comprehensive examination of the technical aspects of extended, mixed, and immersive virtual reality. The research objectives have therefore been achieved: to examine the specific impact of immersive technologies on changes in marketing strategies; to identify the characteristics and challenges of implementing immersive technologies in sectoral marketing; to assess the effectiveness of using immersive technologies in the context of enhancing competitiveness; to develop recommendations for the effective integration of immersive technologies into Marketing 6.0 based on the results of the empirical study. Practical implication. The authors' vision of the structure of an extended physical-digital reality as part of an enriched physical reality, mixed virtuality and virtual reality is substantiated. Their definition is provided and the application of these concepts in marketing is described. With clear reference to the features of augmented, virtual and mixed reality, the use of digitalisation tools in marketing activities to form and maintain a unique consumer path is evaluated. Value/Originality. The established areas of application of digital immersion tools for physical-digital marketing 6.0 allow determination of the ways in which visualisation, training and simulation of activities, personalisation of experience, product customisation, increased engagement, improved service and sales processes, monitoring of the consumer journey, planning of marketing campaigns, customer support information, immersion tours of production and adoption decisions in conditions involving the choice of various options, comparing and determining the objective and subjective value of purchases, etc. can be used to improve management of processes for forming hyper-personal consumer experiences based on emotional intelligence, empathy, ethical branding and maximum consumer trust.
How to Cite
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digitalisation of marketing, immersive reality, consumer behaviour management, customer experience formation
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