This chapter examines immersive marketing and the metaverse as interconnected developments reshaping how brands engage with consumers. Immersive marketing is conceptualized as a shift from message-based communication toward interactive environments in which consumers actively participate in brand experiences. Building on this perspective, the chapter analyzes the metaverse as a persistent digital space that extends these dynamics into shared and socially embedded virtual environments. Together, both concepts are approached as part of a broader transformation in which engagement becomes experiential, the customer journey becomes continuous, and brand–consumer relationships are increasingly co-created. The chapter concludes by outlining the main opportunities and challenges associated with this shift, particularly in relation to access, governance, and the evolving nature of digital interaction.