To some, virtual reality may seem like a fad, or perhaps a technology limited to the gaming world only. However, some analysts are predicting that VR is on the verge of becoming mainstream, thanks to the popularity of the concept and the current advanced state of the technology.
As marketers will realise, any new mainstream device means a change to digital marketing. They had to adapt when smartphones became ubiquitous, followed by tablets and then smartwatches. How will the rise of virtual reality affect online marketing?
How will total immersion and interactivity in VR affect digital marketing?
Total immersion and interactivity in VR will drastically change digital marketing by requiring tools like webinars, tutorials, interviews, and demonstrations to evolve with participatory, immersive elements. The key selling point of VR is its ability to immerse users into new worlds, and as this technology becomes widely used, users will expect 360-degree, fully realized experiences. This means marketers will need to adapt their most popular tools to incorporate a participatory, immersive element, such as a demo video including the user within the experience. This represents a new kind of consumer engagement that brands will need time to adjust to.
How does experience sell products in VR marketing?
In VR marketing, experience sells products by allowing brands to promote an aspirational lifestyle and immerse users in virtual scenarios related to their offerings. Successful adopters include car brands like Jaguar, which created a VR experience for tennis fans to 'feel' like Andy Murray, and Volvo, which launched its CX-90 with a VR driving experience. Marriott Hotel Group also used a 'teleporter machine' to virtually transport travel fans to destinations where their hotels are located. The smartest online marketers leverage these campaigns as entertainment while delivering strong marketing messages.
What is the impact of augmented reality on digital marketing?
The impact of augmented reality (AR) on digital marketing is significant, driven by huge demand and user expectations for AR integration in games and ad campaigns, as evidenced by the success of Pokemon Go. This real-world, augmented reality gaming platform has served as a wake-up call for marketers, demonstrating how easily and impressively the technology can be utilized. Users now expect everything from games to ad campaigns to incorporate AR, such as seasonal competitions where users 'find' products in the real world using an AR app. Delaying adoption risks looking behind the times, which could be catastrophic if the target market consists of avid technology users.
Have you been looking into virtual reality for your online marketing campaigns, or is it far too soon to tell whether VR is a fad or a permanent fixture? Please feel free to share your thoughts.
