The role of immersive technologies in value creation in marketing

Technological innovations and their potential as a tool for creating added value in marketing have long been underused, or insufficiently researched. This paper describes the use of immersive technologies and their potential for application in marketing. The use of immersive technologies in marketing has great potential and has attracted a lot of attention in the last few years. Incorporating the use of the concept of immersive technologies is increasingly becoming the subject of research in business and marketing. Initiating the use of immersive technologies in modern business is becoming the root of managing and creating a completely new customer experience. Reality can be shaped by using this type of technological innovation and as such immersive technologies with their role create an extraordinary position in communication with users. The use of immersive technologies, especially the use of Virtual Reality (VR), Augmented Reality (AR) and Mixed Reality (MR) has been used successfully in the entertainment sector for some time, but it becomes clear that there is a much greater need for immersive technologies in various fields and industries to recognize them as a huge potential for value creation in marketing.