Using the metaverse and VR/AR in marketing: trends and innovations of 2024

Abstract

The relevance of exploring marketing within the ambit of the metaverse and technologies like Virtual Reality (VR) and Augmented Reality (AR) is underscored by their burgeoning impact on consumer preferences and business models. These technologies offer novel avenues for engaging consumers, crafting personalized experiences, and branding in innovative ways. This study aims to unearth prevailing trends and the potential of VR/AR and the metaverse in marketing strategies. The objectives are to delineate the primary trends in the application of VR/AR technologies and to examine case studies that demonstrate successful integration of these technologies into marketing campaigns. To accomplish the research objectives, the methodology encompasses a literature review focusing on VR/AR marketing applications, in-depth analysis of case studies highlighting successful marketing initiatives, and interviews with technology and marketing experts. This multifaceted approach ensures a comprehensive understanding of the current landscape and future prospects of marketing