Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing; Part 2: Methodologies and Theories in Digital Marketing; Part 3: Channels and Platforms in Digital Marketing; Part 4: Tools, Tactics and Techniques in Digital Marketing; Part 5: Management and Metrics in Digital Marketing; and Part 6: Ethical Issues in Digital Marketing.

The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended Reality

The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended Reality

The new realities in digital marketing: virtual reality, augmented reality, and extended reality
Sereikhuoch Eng

We believe augmented reality is going to change the way we use technology forever. We're already seeing things that will transform the way you work, play, connect and learn.

—Tim Cook CEO of Apple Inc.1


Technological developments, including smart mobile technologies, have revolutionized the way people experience and interact with their environments. It started with virtual reality (VR), wherein users are fully immersed in a computer-generated environment. However, through the development of new reality technologies of augmented reality (AR), and extended reality (XR), integrating virtual objects into the physical world has become a reality. These ...

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