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BUZZWORDS

Immersive marketing

The term immersive (or immersion) marketing includes trols, motion tracking, and computer vision respond to
traditional advertising, public relations, word-of-mouth the user's actions and movements.
advertising, digital marketing, or coupons and retail part-
nerships, to name a few of the many ways of surround- In a nutshell, immersive marketing succeeds engage-
ing the consumer with a consistent message about a ment marketing and we see where it is going from
brand. there. It is about delivering a message on various media
channels that is consistent and the same among all
Immersion into virtual reality is a perception of being channels. The message must be as simple as possible
physically present in a non-physical world, whereby the and it should fill the needs of the market which it is ad-
perception is created by surrounding the user of the VR dressing. Even if the message is delivered through ra-
system in images, sound or other stimuli that provide an dio, television, social media, flyers, coupons, samples,
engrossing total environment. posters or phone calls, the consumers should get, sub-
consciously, the same idea from it. In other words, all
To create a sense of full immersion, the 5 senses (sight, the exposures should be retrieved as one total experi-
sound, touch, smell, taste) must perceive the digital envi- ence. ◊
ronment to be physically real. Hence, immersive tech-
nology can perceptually fool the senses through pano- By MediaBUZZ
ramic 3D displays (visual), surround sound acoustics
(auditory), haptics and force feedback (tactile), smell rep-
lication (olfactory), and taste replication (gustation).
Once the senses reach a sufficient belief that the digital
environment is real, the user must then be able to inter-
act with the environment in a natural, intuitive manner.

Various immersive technologies such as gestural con-
32 September 2017 - Immersive & Engagement Marketing (AR / VR)