Marketing 6.0: The Future Is Immersive (Hardcover)

Part I Introduction to Marketing 6.0 1

1 Welcoming the Era of Marketing 6.0: From Multi to Omni to Meta 3

2 The Emergence of Phygital Natives: Young Generation Z and Generation Alpha Coming of Age 25

3 The Inevitability of Immersive Marketing: Five Micro-Trends Leading to Metamarketing 41

4 The Future of Customer Experience: Fusing Physical and Digital for Complete Immersion 59

Part II The Marketing 6.0 Enabler and Environment 81

5 Understanding the Tech Enablers: Five Fundamental Technologies Powering Up Metamarketing 83

6 Building Extended Realities: The Immersive Experience in Real Life 107

7 Tapping into the Metaverse: The Future Form of Social Media Platforms 131

Part III The Marketing 6.0 Experience 157

8 Multisensory Marketing: Delivering Immersive Experiences for the Five Senses 159

9 Spatial Marketing: Delivering Natural Human- Machine Interactions 185

10 Metaverse Marketing: Experimenting with the Next- Generation Engagement 209

Acknowledgments 235

About the Authors 237

Index 239