Excited to announce that I’ve joined the ranks of published authors, and some illustrious colleagues – I’m Chapter 19, “Immersive Media and Branding: How Being a Brand Will Change and Expand in the Age of True Immersion” in the just-published-today Handbook of Research on the Global Impacts and Roles of Immersive Media.

My chapter explores the impact immersive technologies—augmented reality and virtual reality—will have on consumer branding and business in the near and longer term future. Weaving multiple use cases and examples throughout, I discuss the next phase of experiential marketing: how immersive branding will develop as spatial computing becomes more mainstream, and how brands can start thinking about how they can leverage the technology.

I also examine the rise of virtual influencers, how they will affect social media marketing—and how artificial intelligence will ultimately enable true one-to-one interaction with customers through virtual avatars. Finally, I outline and discuss the risks, rules and recommendations for how to successfully proceed as a brand curious about how to best harness the technologies.

This was a great experience, and I want to thank Jacquelyn (Jacki) Morie for the opportunity to be included, and for being an editor par excellence.

Link to purchase here: https://www.igi-global.com/book/handbook-research-global-impacts-roles/236585