What actually is immersive marketing (and where is it headed next)?

With 'experiential' shops doing everything from conferences and trade shows to holograms and light shows, it can be hard to define what 'experiential' and 'immersive' really mean.

First, an immersive experience will create a feeling of entering a world beyond our own. Tom Burch, managing director of Pixel Artworks, says that immersion "is going to take you away from what you were just thinking about and into another world."

Read at The Drum