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By: Hermawan Kartajaya,Iwan Setiawan,Philip Kotler (Author)

Marketing 6.0: The Future Is Immersive positions itself as a guide for marketers in a new age of metamarketing. It reconnects marketing with its fundamentals while introducing a shift toward more interactive and immersive customer experiences. The book links this shift to major changes in technology, business models, and consumer behavior over the last decade. It frames the goal as using technology to address customers’ needs and to make a difference in the world.

The book explains that marketing has evolved in response to global challenges and changing customer expectations. It highlights sustainability themes and new technologies for customer engagement as essential for businesses that want to remain relevant. While marketing has moved from traditional to digital, the book notes that most customers still value some forms of human interaction. This is presented as one reason multichannel and omnichannel marketing became popular, because they allow marketers to combine traditional and digital engagement.

Metamarketing is described as going beyond multichannel and omnichannel approaches. The book defines it as a genuine physical and digital convergence that creates a more interactive and immersive customer experience across physical and digital spaces. The “future is immersive” theme is tied to this convergence and to the idea that marketing can be designed to operate across environments rather than being split into online and offline.

The description outlines what readers will learn through four stated focus areas. First, it covers the building blocks of metamarketing. Second, it discusses Generation Z and Generation Alpha and the technologies they use daily. Third, it addresses how to tap into metaverses and extended reality. Fourth, it identifies potential obstacles and solutions for creating more interactive and immersive experiences. Together, these elements present a structured view of how marketing is shifting toward immersive engagement and what is involved in designing that shift in practice.

The author information provided gives context for the perspective behind the book. Philip Kotler is identified as the S.C. Johnson & Son Distinguished Professor (Emeritus) of International Marketing at Northwestern University’s Kellogg School of Management. He is also described as a bestselling author whose work has been translated into more than twenty-five languages. Hermawan Kartajaya is described as the founder and chairman of M Corp, which is presented as the leading marketing professional services firm in Southeast Asia. Iwan Setiawan is described as the chief executive officer of Marketeers, described as Indonesia’s leading marketing media, and as a marketing consultant with 20 years of experience helping over 100 clients in a variety of industries.

Overall, Marketing 6.0: The Future Is Immersive presents metamarketing as the next step in marketing’s evolution. It connects customer expectations, sustainability themes, and technology adoption with the shift toward experiences that blend physical and digital spaces. It focuses on the components of metamarketing, the daily technologies of younger generations, and practical considerations for engaging in metaverses and extended reality, including obstacles and solutions related to creating interactive and immersive experiences.

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