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Editor’s Note: The following is a guest post from George Guildford, executive creative director on the full-service social agency Punch Communications.
Virtual reality (VR) and augmented reality (AR), once a vision of science fiction, are actually widely accepted as “the long run” — with established VR devices including Google’s Daydream View, Facebook’s Oculus Rift and HTC’s Vive.
Consumer adoption of VR and AR is becoming more mainstream, leading marketers to think more about incorporating the technologies into their strategy. However, brands must also consider that, unlike content creation for nearly all of digital marketing platforms, AR and VR require an environment that includes a real-world component. A VR experience must live in a VR environment — so there have to be a mechanism to physically hand the experience to a user. This might be the essential challenge for agencies seeking to adopt VR and AR of their strategies.
Business Insider UK Intelligence forecasts a spike in shipments of VR headsets of 1047% year-on-year, driven by the introduction of latest content. It also predicts that the space is poised for the “first killer VR app” to hit the market this 12 months — providing the catalyst for consumer adoption of hardware.
So what does this mean for digital marketing campaigns and other opportunities for brands? In a world where social platforms are crowded with brands all vying for the limited attention of consumers, being prepared to embrace latest technologies will contribute significantly in efforts to get ahead of the curve.
The reality of virtual reality
Many brands are already using VR and AR successfully, with gaming being an obvious arena. However, while gaming uses the technology to offer a standalone experience, AR and VR will quickly shift to grow to be a brand marketing opportunity.
In leisure and entertainment, the British Museum held a VR weekend for its Bronze Age collection. Visitors could navigate a Bronze Age roundhouse and virtually interact with the objects, offering a more enhanced historical experience. In the broader entertainment arena, it will not be long before we see VR TV shows and interactive movies.
The potential of VR and AR in social
As VR devices grow to be more commonplace, VR/AR will grow to be a invaluable tool in engaging with audiences across quite a few sectors. Travel firms would now not be selling their product just with pictures but with tours of their resorts delivered virtually.
In a world where mobile screens are winning the battle over brick and mortar, retailers offering a virtual store experience could have a competitive edge. It can be a very attractive prospect for today’s online-savvy shoppers who want their shopping experience to be as convenient as possible.
It’s easy to get enthusiastic about VR and AR — and excited we’re — however the delivery mechanism of the content to the buyer is an integral consideration, especially within the early stages of mainstream adoption. Not everyone has the disposable income to take a position in a VR headset they might not even truly understand the advantages of — nonetheless, brands can still own the experience and invite potential customers in to participate.
Inevitably, the landscape should change because the technology becomes reasonably priced and subsequently more accessible to a wider audience. Just as tablets became a vital piece of tech having first been viewed as a luxury, VR-enabling devices will almost definitely follow suit.
The potential is large for VR and AR to make making headway in social media marketing. And while consumer adoption of VR headsets to access social networks is currently low, social networks like Facebook that supply 360-degree content are prone to evolve to deliver and support more VR experiences — just as they previously needed to evolve to accommodate mobile devices.
Could smart headsets that run apps like Facebook VR be the subsequent stage for the technology? It’s an exciting possibility. Â
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