Immersive Marketing

Immersive technology is the interaction of advanced software, devices, and data allowing users to experience information in new and empowering ways. Augmented reality, virtual reality, and mixed reality are tools available today to elevate an organization's capabilities, competitiveness, and agility. They allow for engaging storytelling through interactive journeys, virtual experiences, or brand narratives that consumers can participate in. These technologies allow customers to explore and interact with a product immersively. They provide innovative ways for brands to engage with their audiences. Immersive marketing uses augmented reality, virtual reality, and mixed reality to create engaging, interactive experiences. It invites people into an experience to discover a new product or service. In this paper, we will explore how leading brands are leveraging augmented reality and virtual reality to create captivating marketing experiences. Matthew N. O. Sadiku | Samuel A. Ajayi | Janet O. Sadiku "Immersive Marketing" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-10 | Issue-1 , February 2026, URL: https://www.ijtsrd.com/papers/ijtsrd100059.pdf Paper URL: https://www.ijtsrd.com/management/marketing/100059/immersive-marketing/matthew-n-o-sadiku