Marketing 6.0

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

Creating engaging experiences that span both physical and digital worlds presents various significant challenges that only technology can address (see Figure 5.1). One of the key challenges is that, as the trends after the pandemic indicate, people are returning to in‐person experiences, which means that most customer experiences will likely take place in the physical world in the next few years. Nevertheless, most of the data that businesses collect is digital. Hence, there is a need to find a way to capture these customer experiences in the physical world, convert them into digital data, and provide real‐time feedback.

Furthermore, the physical world is three‐dimensional, meaning every touchpoint and interaction in the customer experience is also three‐dimensional. On the other hand, digital experiences on the Internet are primarily limited to two‐dimensional screens. Consequently, there is a need to develop a method for transforming virtual experiences into three‐dimensional experiences to integrate physical and digital experiences seamlessly.

Lastly, creating immersive experiences necessitates understanding the audience and collecting comprehensive information about them, ranging from demographic profiles to behaviors. This poses significant privacy and security concerns. Therefore, there is a requirement for a more secure infrastructure to develop and deliver these immersive ...