Introduction to Immersive Technology
The coronavirus pandemic has caused a major shift in the way in which businesses operate, with many events and concert events being cancelled or postponed. To keep fans and customers engaged, event producers have needed to pivot and find recent solutions. Musicians have performed via livestreaming, and e-commerce marketplaces have announced virtual tradeshows to support buyers and sellers. Even industries which can be inherently virtual, resembling gaming, have had to change their business models.
The Need for Virtual Interaction
Joseph Kale, owner of jdk>design inc., designs sets for live events within the gaming industry. He has needed to quickly pivot from designing large sets for live audiences to more intimate settings for streaming broadcasts. This shift requires businesses to search out recent and more interactive ways to speak with customers. Fortunately, the technology already exists to make this possible.
Immersive Technology Explained
Immersive technology, including augmented and virtual reality, was already a key trend to observe before the pandemic. These technologies enable users to immerse themselves in a replication of the physical world and interact with objects and other people inside that virtual world. For marketers, this technology may help create progressive customer experiences designed to have interaction and connect.
Augmented Reality (AR) in Marketing and Sales
AR has emerged as a marketing and sales tool since it enables brands to offer customers unique experiences via their mobile devices. With 3.5 billion smartphone users worldwide, it is a significant opportunity for businesses to succeed in potential customers. AR allows users to put digital images over real-world images or video, just like Snapchat and Instagram filters. For example, furniture businesses can use AR to permit users to virtually arrange household accessories in their very own homes. Companies selling eyeglasses or sunglasses can use AR to permit customers to upload their very own photos and "try on" the glasses virtually.
Examples of AR in Action
Other examples of AR in motion include:
- Makeup and hair products that could be applied virtually
- Clothing pieces that could be tried on virtually by consumers uploading their pictures
- Business cards and brochures that could be enhanced with AR to supply more information to customers
Virtual Reality (VR) for a Tailored Customer Experience
VR is an entire immersion technology that replaces the shopper’s reality. It allows customers to simulate an experience in 360 degrees using a headset equipped with special lenses. With more capabilities than AR, VR enables marketers to create a personalised experience bringing tailored features and solutions to their customers. For example, customers can shop in a totally virtual store, and designers can immerse them in a virtual environment before any physical construction begins.
VR in Action
Socially responsible shoe manufacturer Tom’s used VR to take customers on a tour of Peru, showing them where their money goes and giving them an intimate experience. VR technology already exists for small business use, with options like Google Cardboard, Samsung Gear VR, and Facebook’s Oculus.
The Right Time for Immersive Technology
To survive the pandemic, small businesses must embrace tech solutions greater than ever, including those they is probably not conversant in. Consumers are in the suitable state of mind to adopt recent technologies, with greater motivations and fewer barriers to in search of technology-enabled solutions. Industries resembling tradeshows, real estate, retail, and sweetness are already benefiting from VR and AR technologies.
Conclusion
In conclusion, immersive technology, including AR and VR, is a key solution for businesses to speak with customers in a more interactive and interesting way. With the pandemic causing a shift in the way in which businesses operate, it is crucial for small businesses to embrace these technologies to survive and thrive. By understanding how AR and VR could be utilized in marketing and sales, businesses can create progressive customer experiences that drive engagement and sales. Whether it’s through virtual tradeshows, augmented reality try-on, or virtual reality store experiences, immersive technology is the longer term of customer interaction.
