ARE WE READY FOR NEXT ERA OF TECHNO-DIGITAL MARKETING? – MEASURING EFFECTIVENESS OF EXTENDED REALITY (XR) FOR INTEGRATED MARKETING COMMUNICATION

Abstract

While old fashioned standalone Integrated Marketing Communication (IMC) tools are trailing their effectiveness, integration of Extended Reality (XR) is a new hope for promising future of marketing. 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 digital content. Techno-Digital advancements in recent time has successfully brought customer from physical store to e-store, from general outdoor or print advertisement to personalized and interest-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 and threats of XR followed by measuring effectiveness of XR. The main objective of this paper is to study readiness of XR technology for Marketing based on primary data of 500 respondents collected through structured questionnaire. Present study concludes with limitation and further research scope in subject discipline.