Integrating Immersive Experiences and Secure Data: AR and Blockchain Applications in Modern Digital Marketing

Abstract

In the rapidly evolving digital marketing landscape, two emerging technologies—augmented
reality (AR) and blockchain—are gaining traction as transformative tools. AR offers immersive,
interactive consumer experiences, while blockchain provides a secure, transparent, and
decentralised data infrastructure. This review explores the application of AR and blockchain
individually in digital marketing and then delves into their convergence: how immersive
brandconsumer experiences enabled by AR can be underpinned by trustworthy data capture and
tokenised mechanisms enabled by blockchain. It discusses theoretical foundations, practical
applications, benefits, challenges, and future research directions. The goal is to provide a
roadmap for scholars, practitioners, and policymakers seeking to integrate immersive
experiences with secure data frameworks in modern marketing strategies.