Marketers have had a degree of ambiguity when it comes to immersive technology. On the one had its powers of brand engagement are conceptually strong; on the other hand there is a lack of strategy governing many immersive campaigns. In his presentation Alex will use the KPI Pyramid as a model to help develop a structured approach to building marketing strategies using immersive technologies. Primary, Secondary and User Objectives are discussed in the context of a number of AR and VR campaigns drawn from B2B and B2C environments. Alex will additionally draw on his own academic research in the tourism context.