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The digital transformation in marketing continues to advance, and the emergence of innovative technologies such as mixed reality is opening up completely new opportunities to inspire customers. Mixed reality marketing, i.e. the seamless combination of the real and virtual worlds, is providing completely new impetus. Companies that tread these new paths create immersive experiences that touch customers, build loyalty and win them over in the long term - because they take the shopping experience to a whole new level.
What is mixed reality marketing and how does it work?
Mixed reality marketing is more than a technology, it is an experience. It enables companies to present products and services in such a way that they become part of every user's own reality. By using mixed reality glasses or apps, real environments merge with digital content so that customers can experience, touch and try out products - without any physical barriers. This technology combines the strengths of augmented reality (AR) and virtual reality (VR), but also brings interactivity and individualisation into focus [1].
An example from the retail sector: furniture stores use mixed reality marketing to offer their customers the opportunity to place new upholstered furniture or tables directly in their own living room. This gives a real sense of size, style and fit and is often more convincing than traditional online catalogues [2]. More and more brands in the fashion industry are also relying on virtual try-ons. Customers can see the new collection on themselves without having to go to the shop. These applications increase trust and significantly reduce returns [2].
Another example: In the automotive industry, vehicles can be completely customised long before the model is physically available. Buyers experience the car in their own garage and can customise all the details live. This creates closeness to the brand and significantly increases the willingness to buy [2].
How companies successfully integrate mixed reality marketing
Mixed reality marketing thrives on creativity and technical realisation. Companies are required to combine traditional advertising channels with digital experiences. The aim is to accompany the customer journey in a meaningful way and offer an attractive experience at every point.
A practical example: a DIY store introduced an interactive tour through a new kitchen department. With the help of mixed reality glasses, customers were able to see their dream kitchen directly in the room, open doors and move cabinets - a real shopping experience that will be remembered even after the visit [2].
BEST PRACTICE with a customer (name hidden due to NDA contract): An international sporting goods manufacturer has developed a mixed reality experience for its flagship stores. Customers can register online for a time slot, try out the latest products live and train with mixed reality training coaches. This increases the time spent in the shop and leads to measurably more cross-selling.
Customer loyalty through immersive storytelling
Mixed reality marketing is ideal for telling stories about a product or brand. Companies create immersive worlds that not only provide information, but also have an emotional impact. A good example: a food company staged an interactive adventure in which customers were guided through the creation of a product - from the cultivation of the raw materials to the packaging. The participants reported how they were able to experience a deeper bond with the brand [3].
Another example from the tourism industry: travel agencies use mixed reality to offer virtual tours of hotels and holiday homes. This allows interested parties to get an authentic impression and immerse themselves in the atmosphere before booking [4].
Practical tips for your own mixed reality marketing
If you want to introduce mixed reality marketing, you should start with small but effective steps. Tried and tested tactics help to gain initial experience and inspire the target group.
Start with AR-supported product packaging. They are easy to implement and offer immediate added value. Users scan a code and see additional information, tutorials or even competitions directly on their smartphone. This creates proximity and collection potential [4]. An example from the beverage industry shows that QR codes on bottles lead to mixed reality games that playfully complement the brand image.
Organise mixed reality events where customers can experience products together. Communities can exchange ideas, try out products and submit reviews in virtual rooms. This creates transparency and promotes loyalty to the brand. Many companies report that such events significantly increase interaction and social reach.
Think about personalised offers. Mixed reality marketing works particularly well when individual preferences are taken into account. Use customer data to create customised experiences that offer real added value. This is how technology becomes a real service that convinces customers in the long term.
Cleverly overcoming challenges
The introduction of mixed reality marketing is not without its stumbling blocks. High investments, technical barriers and the open-mindedness of the target group all play an important role. Nevertheless, the step is worthwhile because it clearly sets companies apart from their competitors [5]. iROI coaching helps you to overcome these hurdles in a structured way and recognise the potential. In personal discussions, we clarify where and how mixed reality fits into the customer journey and provide support in the development and implementation of customised concepts.
My analysis
Mixed reality marketing is more than just a trend - it is an essential component of modern brand management. Companies that utilise these opportunities create unique experiences, strengthen customer loyalty and position themselves as innovators. The combination of the real and virtual worlds offers enormous opportunities to authentically communicate products, services and brand values. At the same time, the path to this goal is fraught with challenges that can be cleverly mastered with the right strategy and support. iROI-Coaching is at your side when it comes to setting new impulses and realising digital potential together.
Further links from the text above:
Mixed Reality for Industry Uses in Virtual Marketing & Advertising
Using virtual reality to create an immersive product experience
What is immersive marketing? Definition, examples, trends
15 ideas for the use of AR in marketing
Mixed Reality Challenges and Opportunities in Marketing
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