USE OF AUGMENTED AND VIRTUAL REALITY IN DIGITAL MARKETING: PERSPECTIVES AND EXAMPLES OF SUCCESSFUL CAMPAIGNS

Introduction. In today's world, digital technologies play a key role in the development of business and marketing. Augmented reality (AR) and virtual reality (VR) open new horizons for creating innovative marketing strategies. They provide unique opportunities to engage users, increase their interactivity and improve the overall brand experience. This research is relevant because it analyzes the prospects for the development of AR and VR in marketing, identifies their key advantages and examines examples of successful campaigns that demonstrate the effectiveness of these technologies. In an increasingly competitive market, understanding and implementing AR and VR can be critical to companies' success in the digital environment. Goal. Exploring the potential and effectiveness of using Augmented Reality (AR) and Virtual Reality (VR) in digital marketing Materials and methods. An explanatory method was applied, which provides a detailed study and understanding of key concepts and phenomena related to the use of augmented reality (AR) and virtual reality (VR) in digital marketing. An analysis of the results of the use of AR and VR in marketing campaigns was also conducted, including the analysis of successful cases and the determination of their success factors. The use of the functional method allowed us to focus on the study of the functions and roles of AR and VR in digital marketing. This method helped to explore the key functions they perform in marketing campaigns, such as engaging users, increasing interactivity and improving the consumer experience, as well as to study their impact on various aspects of marketing strategies, including increasing brand awareness, increasing sales and reducing the number of product returns. The technological advantage method focused on analyzing how AR and VR provide companies with competitive advantages in the market. The results. Research has shown that the use of AR and VR in marketing campaigns significantly increases the level of interactivity, allowing users to actively interact with products and services in a virtual environment. It was determined that AR and VR technologies provide a high level of user involvement, creating an emotional connection with the brand. Users can «try on» products, interact with virtual models and participate in virtual events, which increases their interest and loyalty. AR and VR technologies provide new opportunities for users to obtain additional information about products and services, which improves their experience. For example, virtual tours and trainings help to better understand the functionality of the product. Prospects. Researching the prospects for the development of AR and VR in marketing requires constant monitoring of the latest technological achievements and trends. Special attention should be paid to new forms of content and interactive elements that can increase user engagement. Research prospects include exploring the integration of AR and VR with technologies such as artificial intelligence (AI) and the Internet of Things (IoT). This will allow creating even more personalized and relevant experiences for users.