Marketing Vanguard Podcast Summary Episode: Immersive Technologies and the Future of Marketing: Insights from Karina Kogan, CMO of Infinite Reality
Release Date: May 22, 2025
Host: Jenny Rooney, Adweek

Introduction to Karina Kogan

In this insightful episode of Marketing Vanguard, host Jenny Rooney welcomes Karina Kogan, the Chief Marketing Officer (CMO) of Infinite Reality. Karina brings a wealth of experience from leading prominent consumer brands and transitioning into the B2B landscape, focusing on the transformative power of immersive technologies in marketing.

Karina’s Career Journey

Karina Kogan shares her diverse career path, starting during the dot-com bubble in the late 1990s. She worked in both established companies in the video game industry and dynamic, venture-backed startups. This early exposure to the fast-paced tech environment cultivated her passion for technology-driven marketing.

Quote:
“We’re in such a new blue sky in a very mature category where there’s hundreds of competitors...”
— Karina Kogan [00:27]

Despite major shifts in the tech landscape, Karina emphasizes the importance of relationship-building and adaptability. Her journey took her from San Francisco to Los Angeles, where she worked with companies like iAC (led by future Peloton CEO John Foley), Evite, Citysearch, and Turner Broadcasting. At Turner, she oversaw the creation of streaming applications for TBS and TNT, aligning her marketing roles with revenue generation and business outcomes.

Transition from B2C to B2B Marketing

Karina discusses her move from consumer-facing brands to Infinite Reality, a B2B company specializing in immersive technologies. This transition was driven by her quest to solve inefficiencies in digital marketing funnels and improve customer purchase experiences.

Quote:
“Unless you work in direct to consumer or E-commerce, you won’t appreciate this... It’s a very exhausting thing to chase that funnel.”
— Karina Kogan [06:01]

She highlights the challenges of low e-commerce conversion rates and the high costs associated with customer acquisition. This led her to explore technologies like augmented reality (AR) and virtual reality (VR) that enhance the customer journey, making purchase decisions more engaging and efficient.

The Role of Immersive Technologies in Modern Marketing

Karina delves into how immersive technologies are revolutionizing marketing by creating stickier and more engaging customer experiences. She explains that younger consumers, who are accustomed to 3D environments like Roblox, find traditional 2D content outdated and passive.

Quote:
“One study we did with a company called Coresight showed that of 150 marketers that were surveyed who invested in immersive experiences, they saw 67% more customers that they wouldn’t have otherwise acquired through traditional channels.”
— Karina Kogan [11:58]

Evolution of Immersive Technologies

Using the evolution of online video as an analogy, Karina compares the early days of user-generated content on platforms like YouTube to the current state of immersive technologies. Initially, technical limitations hindered widespread adoption, but advancements in hardware and software have transformed these experiences.

Quote:
“We’re really focused on delivering these experiences in the browser. So basic agnostic, you can consume on a computer, on your mobile device, on a tablet or on a headset.”
— Karina Kogan [15:46]

Benefits of Immersive Experiences for Brands

Karina articulates several benefits of immersive experiences:

• Incrementality: Immersive ads reach new customers beyond traditional channels.
• Increased Engagement: Consumers spend more time interacting with 3D content, enhancing brand recall and emotional connection.
• Enhanced Purchase Decisions: Products that require significant consideration, like Peloton bikes or vehicles, benefit from virtual try-before-you-buy experiences.

Quote:
“Making buying something online better than two out of a hundred customers making it to checkout.”
— Karina Kogan [08:30]

Case Studies and Client Examples

Infinite Reality has collaborated with numerous high-profile brands to create immersive marketing experiences:

• Benefit Cosmetics: Developed an interactive experience to engage customers with their products.
• J. Crew: Launched a shoppable virtual closet on the Apple Vision Pro and a web-based experience allowing users to explore different styles and dress mannequins virtually.
• Crate and Barrel: Created a digital twin of a Ralph Lauren store, enabling virtual walkthroughs of iconic locations.

Quote:
“We do stuff for specific platforms like those headsets as well as through web-based experiences that anybody could click on and go explore.”
— Karina Kogan [22:28]

Overcoming Roadblocks in Immersive Marketing

Karina addresses common challenges marketers face when adopting immersive technologies:

• Technological Barriers: Infinite Reality aims to simplify the use of AR/VR through browser-based solutions, reducing reliance on cumbersome headsets.
• Integration with Existing Martech Stacks: Ensuring seamless integration with current marketing tools and platforms.
• Creating Engaging Content: Balancing creativity with functionality to maintain brand integrity without overwhelming the consumer.

Quote:
“We know that AI is going to make software soon... we’re going to continue to remove barriers from making the kinds of experiences that we know will delight customers.”
— Karina Kogan [19:50]

Future Directions and Innovations

Looking ahead, Infinite Reality is exploring:

• Gamification: Incorporating game elements to increase user engagement and loyalty.
• Embeddable Experiences: Integrating 3D content directly into existing 2D web spaces, reducing the need to drive traffic to separate URLs.
• Advanced Analytics: Leveraging data to continually optimize and personalize immersive experiences for better ROI.

Quote:
“We’re building out the ability to make these experiences embeddable into your existing website.”
— Karina Kogan [24:00]

Leadership Insights and Marketing Philosophy

Karina emphasizes a data-driven yet creative approach to marketing. She values traditional marketing principles like thorough planning and measurable outcomes while embracing innovative technologies. Her leadership style focuses on setting clear objectives, fostering creativity, and prioritizing business results over competitive imitation.

Quote:
“Disruptive companies... find a new way to do something everybody else has been doing the old way.”
— Karina Kogan [29:08]

Recommendations and Future Guests

Karina recommends Michael Engelman, CMO of Paramount Plus and Showtime, and admires the innovative approach of Liquid Death for their fearless and entertaining branding strategies.

Quote:
“I really have been obsessed with Liquid Death forever. I just love how free and clever and just fearless that team is.”
— Karina Kogan [31:15]

Conclusion

Karina Kogan’s insights illustrate the pivotal role of immersive technologies in shaping the future of marketing. By leveraging AR, VR, and AI, brands can create more engaging and effective customer experiences, driving higher conversion rates and fostering deeper emotional connections. Her transition from consumer brands to a B2B focus underscores the versatile applications of immersive technologies across different market segments.

For marketers seeking to stay ahead in a rapidly evolving landscape, embracing these cutting-edge technologies is not just an option but a necessity to meet consumers where they are and enhance their journey from awareness to purchase.

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