Marketing 6.0

Praise for Marketing 6.0

Part I Introduction to Marketing 6.0 11 Welcoming the Era of Marketing 6.0: From Multi to Omni to Meta 32 The Emergence of Phygital Natives: Young Generation Z and Generation Alpha Coming of Age 253 The Inevitability of Immersive Marketing: Five Micro-Trends Leading to Metamarketing 414 The Future of Customer Experience: Fusing Physical and Digital for Complete Immersion 59Part II The Marketing 6.0 Enabler and Environment 815 Understanding the Tech Enablers: Five Fundamental Technologies Powering Up Metamarketing 836 Building Extended Realities: The Immersive Experience in Real Life 1077 Tapping into the Metaverse: The Future Form of Social Media Platforms 131Part III The Marketing 6.0 Experience 1578 Multisensory Marketing: Delivering Immersive Experiences for the Five Senses 1599 Spatial Marketing: Delivering Natural Human- Machine Interactions 18510 Metaverse Marketing: Experimenting with the Next- Generation Engagement 209Acknowledgments 235About the Authors 237Index 239