大数据、人工智能和物联网催生了以虚拟现实、增强现实、混合现实为主要手段，以视、听、动、触觉高频互动为目的的沉浸传播。而数字技术的飞速发展、消费需求的全面升级和营销环境的深刻变化，更促成了以消费者为中心，以营销场景化和体验化为特征的沉浸营销。沉浸技术或将带来营销模式和传播范式的新一轮创新、融合和扩张。沉浸技术在营销传播中有效性的主要体现在交互性和生动性。沉浸技术可以增强消费者在与媒体内容互动时的注意力、参与度、好奇心和新奇感。这些会导致消费者对广告态度、品牌态度和购买意愿的积极变化。

Big data，artificial intelligence( AI) and the Internet of things( IOT) have spawned the emergence of immersive communication． It can be delivered via virtual reality( VＲ) ，augmented reality( AＲ) or mixed reality( MＲ) with the goal of creating high-frequency interaction of the visual，auditory， tactile and vestibular senses． The rapid development of digital technologies， the comprehensive upgrading of consumption needs and the profound changes of marketing conditions have promoted an immersive marketing environment which features consumer-centered marketing scenarios and experiences． Immersion technology is bound to bring a new round of innovations as well as new integration and development of opportunities in the field of marketing and communication． In this paper，we discussed how changes in digital technologies and marketing conditions have converged to promote the immersive marketing environmentthat has been unfolding in recent years． We also reviewed the research findings and theories about the impact of immersive technologies in advertising and marketing． Suggestions for future research in this area were offered at the end．