Jumia Books Marketing 6.0: The Future Is Immersive 1st Edition by Philip Kotler, Hermawan Kartajaya , Iwan Setiawan

"Marketing 6.0: The Future Is Immersive" by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan presents a forward-looking framework that integrates cutting-edge technology with marketing fundamentals to address today's consumers' evolving needs. The book introduces the concept of "metamarketing," emphasizing the convergence of physical and digital experiences to create immersive, interactive customer engagements.

Key points include:

The evolution of marketing from traditional to digital and now to immersive experiences in extended reality (XR) and metaverses.

A focus on Generation Z and Generation Alpha, digital natives who demand authenticity, diversity, equity, inclusion, and customizable experiences that seamlessly blend online and offline worlds.

The importance of sustainability themes and global challenges shaping marketing strategies.

An exploration of multichannel and omnichannel marketing strategies, moving toward an integrated physical-digital customer experience.

The five key components of digital marketing and metamarketing: content, social media, e-commerce, artificial intelligence (AI), and devices.

The metaverse as a new marketing ecosystem, where brands can engage customers through avatars, virtual assets, and real-time interactive experiences.

Practical insights on leveraging emerging technologies such as IoT, AI, augmented reality (AR), and virtual reality (VR) to create exceptional customer experiences beyond mere transactions.