Introduction to Mixed Reality
Brands are currently debating the advantages of augmented reality (AR) versus virtual reality (VR), but this discussion is becoming increasingly irrelevant. The way forward for technology lies in the mix of the virtual and real worlds to create a seamless and intuitive experience for users. AR layers digital information on top of the actual world, making it a well-liked platform for brands, while VR offers a more immersive experience, although its adoption has been hindered by high prices and technical issues.
The Evolution of AR and VR
Experts imagine that AR and VR are only stepping stones on the trail to a much bigger goal: "mixed reality." Mixed reality intertwines the actual and virtual worlds to create a well-recognized and intuitive experience for the user. Technology firms like Microsoft are pushing this latest category, with the introduction of its holographic computer HoloLens in 2015. HoloLens has been used on an enterprise level, but it surely’s also being employed by brands like Rémy Martin to create immersive consumer experiences.
Mixed Reality in Action
Rémy Martin used HoloLens to create a three-dimensional table that enables visitors to see and interact with a virtual representation of how cognac vines grow. This experience showcases the potential of mixed reality to mix the virtual and real worlds in a meaningful way. Microsoft’s director of communications, Greg Sullivan, explains that brands should consider AR and VR as a part of the identical continuum, relatively than separate or competing technologies. Mixed reality is about mixing meaningful elements of the actual world with meaningful elements of the digital world to create a more familiar and intuitive experience.
The Future of Mixed Reality
Companies like Magic Leap are also working on mixed reality technology, with the goal of creating it more accessible and user-friendly. However, some experts imagine that the marketing industry shouldn’t be yet ready for the potential of mixed reality. Manny Ruiz, co-founder of Mixed Reality Ventures, is working to coach marketers in regards to the potential of mixed reality and harness its power. He believes that the industry is on the cusp of a significant shift, and that brands which are first to adopt mixed reality could have an enormous competitive advantage.
The Potential of Mixed Reality
Mixed reality has the potential to rework the way in which brands engage and communicate with their stakeholders. Sectors like automotive, fashion, retail, entertainment, tourism, and realty are particularly well-poised to harness the facility of mixed reality. Jason Yim, CEO of mixed reality agency Trigger, predicts that almost all consumers will eventually interact with mixed reality to make purchasing decisions. He believes that each brand will use mixed reality, and that it should turn into an important tool for marketers.
Creating Successful Mixed Reality Experiences
A successful mixed reality experience balances input and impact across each the virtual and real worlds. The Lego House museum in Denmark created a mixed reality experience called Fish Designer, which allows visitors to construct a sea creature from Lego bricks and see it come to life in a digital aquarium. This experience showcases the potential of mixed reality to create engaging and interactive experiences that mix the virtual and real worlds.
Avoiding the Hype
While the potential of mixed reality is exciting, marketers needs to be cautious to not get caught up within the hype. Cortney Harding, head of VR/AR at Friends with Holograms, advises marketers to start out with an idea after which use mixed reality as a platform to bring that concept to life. She believes that marketers should give attention to using mixed reality to resolve a business or communications problem, relatively than simply using the technology for its own sake.
The Future of Corporate Communications
Mixed reality has the potential to vary the way in which firms create content and tell stories. Jennifer Guerra, strategy consultant at Lightspeed PR, believes that the PR industry should start interested by and planning for the way mixed reality will change the way in which it communicates. This could include working with HR on employee-onboarding programs, IR on quarterly earnings calls, and marketing on latest consumer experiences. Mixed reality has the potential to insert creativity into traditionally dry areas like earnings reports, and to create latest opportunities for corporate communications.
Conclusion
In conclusion, the controversy between AR and VR is becoming increasingly irrelevant, as the longer term of technology lies in the mix of the virtual and real worlds. Mixed reality has the potential to rework the way in which brands engage and communicate with their stakeholders, and firms like Microsoft and Magic Leap are working to make it more accessible and user-friendly. Marketers needs to be cautious to not get caught up within the hype, and as a substitute give attention to using mixed reality to resolve business or communications problems. As the technology continues to evolve, it’s likely that we’ll see a significant shift in the way in which firms create content and tell stories, and that mixed reality will turn into an important tool for marketers.
