The term immersion marketing or immersive marketing includes traditional

advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

public relations Public relations (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to influence their perception. P ...

, word-of-mouth advertising,

digital marketing Digital marketing is the component of marketing that uses the Internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development duri ...

, samples,

coupon In marketing, a coupon is a ticket or document that can be redeemed for a financial discount or rebate when purchasing a product. Customarily, coupons are issued by manufacturers of consumer packaged goods or by retailers, to be used in r ...

s, retail partnerships and other ways of surrounding the

consumer A consumer is a person or a group who intends to order, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, who is not directly related to entrepreneurial or business activities. T ...

with a consistent message about a brand.Ed King, "Immersion Branding," ''Turning Point Strategies'', http://www.tpstrategies.com/articles/TPS_Article_Immersion_Br.pdf In essence, immersion marketing envelopes a brand or product or company issue so that the marketing, advertising, and public relations departments or representatives work holistically towards delivering the same brand message across multiple distribution channels. Unlike "Shotgun marketing"(communicate the message to anyone who listens), immersive marketing is cheaper and more effective, focusing directly on the customer's needs. Immersion marketing or immersive marketing succeeds

engagement marketing Engagement marketing, sometimes called "experiential marketing", "event marketing", "on-ground marketing", "live marketing", "participation marketing", "Loyalty Marketing", or "special events", is a marketing strategy that directly engages consumer ...

, the difference being a huge emphasis on enveloping consumers in the brand. Therefore, Shar Van Boskirk of

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characterizes it as ''"a cohesive and all-encompassing experience across any channel where the customer is." .'' Event Magazine listed immersion marketing as one of its top trends advertisers must use in 2015.

Approach to customers

In comparison to traditional forms of marketing, the immersive marketing methods are distinctly passive. The customer is invited in a friendly environment (e.g. retail store) instead of being aggressively forced to do so. The idea is to encourage customers to engage in a two-way interaction with the brand. Therefore, instead of being

passive aggressive Passive-aggressive behavior is characterized by a pattern of passive hostility and an avoidance of direct communication. Inaction where some action is socially customary is a typical passive-aggressive strategy (showing up late for functions, st ...

, the marketers must be aggressively passive in their approach in order to succeed attracting consumers. According to TBA's managing director, Guy Horner, the consumers tend to prefer this type of approach "It comes down to creating engaging brand experiences that connect with consumers. The growth area is engagement and immersion, bringing the brand world to life," he says.

Focus on the message

Immersion marketing is about delivering a message on various media channels, but in order to be taken in consideration, the message have to be consistent and the same among all the channels. The message must be as simple as possible and it should fill the needs of the market which is addressed to. Even if the message is delivered through radio, television, social media, flyers, coupons, samples, posters or phone calls, the consumers should get, subconsciously, the same idea from it. In other words, all of the exposures should be retrieved as one total experience. When creating a message that will be delivered on a wide range of marketing channels, the brand should think of two aspects: * What are we good at? * What does the market need?

Immersive market research

Immersive market research techniques help the companies understand the behaviors and perceptions at the time the consumers face them. The companies use them in the following circumstances: * When they need to understand how, when and why the customers use their products * When they want to address to other segments than the targeted one * When they need new ideas from their customers * When they need to know whether their services are satisfying or not * When they cannot rely on past experiences

Types of market research

Ethnography

Employees conducting this type of research should spend time with customers, being immersed in their daily life.

Netnography

Netnography is the same thing as ethnography, but it is conducted online. It analyses the consumer's life through blogs, forums, social media and other online contents.

Participant reporting

The alternative to both ethnography and netnography is to ask customers to conduct researches on the company's behalf. This can be done traditionally, by completing a diary, or it may be used the TROI(Touchpoint Return On Investment) method, in which the customers notify the company whenever they encounter the brand. The point is to study the customer's experience without the work of a researcher.

Example of immersion marketing

An immersion marketing campaign should have a strong message exposed on various marketing channels across a certain place or target. Therefore, let's choose the

motto A motto (derived from the Latin , 'mutter', by way of Italian , 'word' or 'sentence') is a sentence or phrase expressing a belief or purpose, or the general motivation or intention of an individual, family, social group, or organisation. Mot ...

of the brand as message, a residential complex for location and the residents as targeted customers. In this case, the marketing actions will be the following: * Place a billboard at the entrance in the residential complex * Buy ad space on the TVs located in the receptions of each building * Buy ad space on the TVs located in the gym * Buy ad space on the elevator in each building{{Cite web, title = Knowledge base {{! BuySellAds, url = http://support.buysellads.com/knowledge_base/topics/how-to-price-and-place-your-ads, website = support.buysellads.com, accessdate = 2015-11-03 * Give coupons branded with the company's name * Send promotional e-mails to all the residents * Send catalogues to residents * Send brochures to residents This type of brand awareness will be much more effective than the traditional methods. Therefore, the company will benefit from major exposure to the residents.

References

Promotion and marketing communications