Author(s): Tarun Gupta* and Supriya Bansal
ABSTRACT
In the dynamic digital marketing realm, Virtual Reality (VR) and Augmented Reality (AR) have emerged as game-changing technologies, offering immersive experiences that deeply engage users and redefine brand-consumer interactions. As the digital landscape becomes increasingly saturated and capturing consumer attention becomes more challenging, VR and AR present unparalleled opportunities for brands to create memorable interactions that captivate and significantly influence consumer behavior. This paper explores the multifaceted dimensions surrounding the technical underpinnings, integration strategies, challenges, and illustrative case studies pertinent to effectively utilizing VR and AR in digital marketing campaigns. At the heart of VR and AR, the transformative potential lies their unparalleled capacity to transport users into virtual realms or augment their real-world experiences with captivating digital overlays. These technologies empower brands to weave immersive narratives that resonate deeply with consumers, forging solid emotional connections and fostering unwavering brand loyalty. By harnessing the immersive capabilities of VR and AR, marketers can transcend the limitations of traditional advertising channels, engaging audiences in profoundly personal and impactful ways that leave a lasting impression.
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