Book review: Marketing 6.0: the future is immersive

In the third chapter, the book explores five micro trends driving the rise of immersive marketing: short-term video content, community-based social media, interactive e-commerce, language-based artificial intelligence and immersive wearable devices. In uncovering this knowledge gap, the authors emphasise four scenarios: human presence facilitates transactions, human engagement as a strategy for bridging the trust gap, and human relationships to enhance the product and human experience as the product. [...]the authors discuss blockchain technology’s role in providing secure and transparent infrastructure for immersive customer experiences. [...]the chapter delves into the design of immersive third places through the “3Ps”: people, process and physical evidence.