The term immersive (or immersion) marketing includes traditional advertising, public relations, word-of-mouth advertising, digital marketing, or coupons and retail partnerships, to name a few of the many ways of surrounding the consumer with a consistent message about a brand.
Immersion into virtual reality is a perception of being physically present in a non-physical world, whereby the perception is created by surrounding the user of the VR system in images, sound or other stimuli that provide an engrossing total environment.
To create a sense of full immersion, the 5 senses (sight, sound, touch, smell, taste) must perceive the digital environment to be physically real. Hence, immersive technology can perceptually fool the senses through panoramic 3D displays (visual), surround sound acoustics (auditory), haptics and force feedback (tactile), smell replication (olfactory), and taste replication (gustation).
Once the senses reach a sufficient belief that the digital environment is real, the user must then be able to interact with the environment in a natural, intuitive manner. Various immersive technologies such as gestural controls, motion tracking, and computer vision respond to the user's actions and movements.
In a nutshell, immersive marketing succeeds engagement marketing and we see where it is going from there. It is about delivering a message on various media channels that is consistent and the same among all channels. The message must be as simple as possible and it should fill the needs of the market which it is addressing. Even if the message is delivered through radio, television, social media, flyers, coupons, samples, posters or phone calls, the consumers should get, subconsciously, the same idea from it. In other words, all the exposures should be retrieved as one total experience.