Open AccessARE WE READY FOR NEXT ERA OF TECHNO-DIGITAL MARKETING? – MEASURING EFFECTIVENESS OF EXTENDED REALITY (XR) FOR INTEGRATED MARKETING COMMUNICATION
Author(s) -
Ashit Desai Desai
Publication year - 2021
Publication title -
towards excellence
Language(s) - English
Resource type - Journals
ISSN - 0974-035X
DOI - 10.37867/te130153
Subject(s) - scope (computer science) , mixed reality , augmented reality , virtual reality , perception , bridging (networking) , digital marketing , multimedia , marketing , computer science , advertising , business , psychology , human–computer interaction , computer network , neuroscience , programming language
While old fashioned standalone Integrated Marketing Communication (IMC) tools are trailingtheir effectiveness, integration of Extended Reality (XR) is a new hope for promising future ofmarketing. XR is an umbrella term encapsulating Augmented Reality (AR), Virtual Reality(VR) and Mixed Reality (MR). Today XR is ground-breaking new ways to interact with digitalcontent. Techno-Digital advancements in recent time has successfully brought customer fromphysical store to e-store, from general outdoor or print advertisement to personalized andinterest-based communication. XR is bridging a gap between physical and digital world.Present research paper emphasizes on audience’s perception on XR in terms of advantages andthreats of XR followed by measuring effectiveness of XR. The main objective of this paper isto study readiness of XR technology for Marketing based on primary data of 500 respondentscollected through structured questionnaire. Present study concludes with limitation and furtherresearch scope in subject discipline.