Disrupting the traditional marketing process and decision making using augmented and virtual reality

In recent years, the world has experienced cutthroat competition in every industry, including marketing. Companies are employing advanced marketing innovations in order to become more accessible to current and future consumers and distinguish themselves from their rivals. The field of marketing has been catalyzed by digital disruption. Experts believe that Extended Reality (XRs), which includes technologies like augmented reality (AR), virtual reality (VR), and mixed reality (MR), are promising technical resources for selling goods by offering virtual user interactions that mimic those encountered in physical usage. In this research paper, we will examine how augmented reality and virtual reality are helpful in enhancing the decision-making process in the field of marketing and are disrupting the traditional style of marketing. We will further observe the transformation of marketing strategies by analyzing recent use cases. This research paper aims at assisting marketing managers in comprehending the recent change in conventional marketing strategies and how incorporating decision-making using extended realities into their campaigns will benefit them in achieving successful optimum marketing, improved product exposure, and increased revenue.