{"title":"Diving into a New Reality: How Immersive Experiences along the Customer Journey Succeed","authors":"Jella Pfeiffer, Julian Weiss","doi":"10.2478/nimmir-2023-0018","DOIUrl":null,"url":null,"abstract":"Abstract Brand communication is entering a new era. Immersive technologies such as augmented reality (AR) ) and virtual reality (VR) enable memorable experiences along the entire customer journey as the combination of real and virtual elements creates innovative forms of consumer-brand interaction. Read in our interview how to implement successful immersive campaigns that people care about and share on social media. Julian Weiss, co-founder and CEO of Hamburg-based agency headraft, expects many more XR (extended reality) applications as “retailing will increasingly become an experience space.” He sees their greatest potential in a symbiosis of real and virtual elements.","PeriodicalId":479534,"journal":{"name":"NIM marketing intelligence review","volume":"PC-26 2","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2023-10-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"NIM marketing intelligence review","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2478/nimmir-2023-0018","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
Abstract Brand communication is entering a new era. Immersive technologies such as augmented reality (AR) ) and virtual reality (VR) enable memorable experiences along the entire customer journey as the combination of real and virtual elements creates innovative forms of consumer-brand interaction. Read in our interview how to implement successful immersive campaigns that people care about and share on social media. Julian Weiss, co-founder and CEO of Hamburg-based agency headraft, expects many more XR (extended reality) applications as “retailing will increasingly become an experience space.” He sees their greatest potential in a symbiosis of real and virtual elements.
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