Marketing Within The Mixed Reality Continuum
Marketing Within The Mixed Reality Continuum

Summary/Abstract: The rapidly growing and dominant trend of digitization brings a wide range of process innovation opportunities for companies, and it directly affects the field of marketing. Companies must adapt to this trend and incorporate new technologies into their marketing activities. It is the continuum of mixed reality, which includes augmented reality (AR) and virtual reality (VR), that offers space for the creation of modern applications that can also be used in the field of marketing. This article presents the possibilities of using augmented and virtual reality in the field of electronic marketing. The introduction explains the basic concepts of the issue, the core of the article is the design of applications using mixed reality for marketing, then summarizes the necessary basic software and hardware requirements for application development. At the end of the article, the authors summarized the possible limitations for the creation of applications in mixed reality and the expected benefits of their use for marketing. The article also presents applications for AR and VR, which were created at the authors' workplace.

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