Introduction to Virtual and Augmented Reality in Marketing
When virtual reality (VR) and augmented reality (AR) technologies first emerged, consumers were excited in regards to the limitless possibilities they offered. Although VR/AR tech remains to be evolving, lots of the futuristic applications people imagined have yet to materialize. However, these technologies have found a major area of interest within the realm of promoting, marketing, and public relations (PR). Agencies and in-house marketers are experimenting with VR and AR in unique ways in which promise to revolutionize the landscape of promoting, marketing, and PR.
Expert Insights into the Future of VR/AR in Marketing
Forbes Agency Council members share their visions for the way VR and AR will impact the world of selling, promoting, and PR within the near future. Their insights provide useful perspectives on the potential applications and advantages of those technologies.
Personalized Ad Experiences
Humans are drawn to experiences that make them feel like they’re a part of the story. VR and AR technologies offer the potential for personalized ad experiences which are unique to every individual. According to Bernard May, programmatic promoting, messaging, and marketing at the person level are the "holy grails" of selling, and this future is soon to grow to be a reality.
Elevated Social Shopping Experiences
The time has come for AR and VR to shine in social media. Platforms like Snapchat are leading the best way in incorporating these technologies to create immersive social shopping experiences. Emilie Tabor notes that these innovations can elevate the web shopping experience and entice users.
Virtual Engagements and Events
VR technology may soon replace in-person events and conferences. Christopher Tompkins envisions a future where virtual events offer true "personal" engagement opportunities, eliminating the necessity for travel.
Immersive PR Outreach
From a PR perspective, VR and AR create unprecedented opportunities for journalists to experience clients’ offerings in recent and immersive ways. April Margulies notes that these technologies can bypass traditional media familiarization trips and desksides, offering journalists a novel perspective on events, facilities, and travel destinations.
Emerging Trends in VR/AR Marketing
Several emerging trends are expected to shape the long run of VR/AR marketing. These include:
Virtual Experiential Marketing
VR is changing the probabilities for experiencing recent things. Jon James notes that with VR, consumers can imagine themselves driving a automotive, attending an event, or getting access to a brand new experience, making a more personalized relationship with the brand.
AR/VR Brand Interactions and App Integrations
The coronavirus pandemic has left many consumers unwilling to interact with brands in person. Evan Nison notes that AR/VR are able to fill this gap, with online product listings and reviews being considered alongside AR/VR brand interactions.
Targeting VR/AR Gaming Audiences
As VR/AR gaming audiences grow, so do the marketing opportunities. Al Ramich notes that within the U.S., nearly 60 million people will use VR, and over 90 million people will use AR, no less than once a month in 2021, representing a major opportunity for marketers.
Hybridized Experiences
Virtual and augmented reality will grow to be more relevant as people proceed to adopt hybridized virtual and in-person experiences of their lives and at work. Jessica Hawthorne-Castro notes that these experiences allow virtual and augmented reality to be incorporated by brands and advertisers to bring something recent and interesting to their consumers.
The Future of VR/AR in Marketing
As VR/AR technologies proceed to evolve, they’re expected to have a major impact on the marketing industry. Some of the important thing trends and applications include:
Empowered Predecision-Making Processes
The VR/AR movement has given PR and marketing a scientific approach to strategy and results. Aman Swetta notes that AI empowers the predecision-making process by accurately placing consumer sentiment, requiring a balance of EQ and IQ.
Real-World Simulations
VR/AR technologies can speed up human learning and performance by creating fully immersive experiences that simulate real-world scenarios and true-to-life events. Phil White notes that these technologies might be used to anticipate and prepare for various situations.
Novel Approaches to Branding and Acquisition
As the audience size for VR/AR grows, so do the opportunities for branding and acquisition. Fehzan Ali notes that the prevailing "technical pipes" of internet marketing might be easily plugged into VR/AR, making it an increasingly legitimate branding and acquisition channel.
Conclusion
The way forward for VR/AR in marketing is exciting and filled with possibilities. As these technologies proceed to evolve, they’re expected to revolutionize the best way brands interact with their audiences, creating immersive and personalized experiences that drive engagement and conversion. Whether it’s through virtual events, social shopping, or immersive PR outreach, VR/AR is poised to vary the marketing landscape without end.
