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When we discuss terms like Augmented Reality, Virtual Reality and Mixed Reality, the primary thought that strikes a lot of us are science fiction movies where technology takes over to bring out real life experience on screen. Nowadays, this technology completely blends in with our every day lives. Real Estate, video games, medicine, education, we will see its growing intervention in these areas. Similarly these technologies are the brand new realities for marketing, and that is here to remain!
Virtual reality was born in 1987. Augmented reality as a term was born in 1992. Now, these terms have turn out to be mainstream and that’s before we discuss 360-video, mixed reality and prolonged reality. The evolution of VR, AR and MR began in 1835 when a tool called the stereoscope was created, it had goggles that you can wear with lenses and duplicate images that will give the user the illusion that he was being transported into one other reality or space. To cut the long story short, when a user immerses in a totally artificial digital environment it is named Virtual Reality. Augmented Reality overlays virtual objects on the actual time environment. When virtual objects are anchored into the actual world it becomes Mixed Reality.
Virtual Reality (VR), Augmented Reality (AR) and Mixed Reality (MR) are the most important disruptors to ever hit the marketing industry. Coupled with the combination of Artificial Intelligence, Deep Learning and Machine Learning, a sea of opportunity is created for the longer term. Nowadays firms are going beyond the easy marketing tactics or the repetitive pop up ads. Instead they’re choosing communication tools that enable them to directly engage with their target market. The should be more engaging and immersive has given rise to brands using gimmicks like AR, VR, and MR to seamlessly connect with their target market. Medicine, culture, education and architecture are among the areas which have already taken advantage of this technology.
Let’s probe in deeper to see the 6 ways during which these technologies will lure the users/consumers into an online of conviction thus transforming how marketing is finished in these times:
1. Data: Understanding consumer behaviour with VR becomes much easier and provides a full picture of consumer needs, buying patterns etc. AR however, shows how consumers interact with and use products.
2.Storytelling: A fundamental change in storytelling is occurring with VR enabling marketer to branch narratives to direct the story. More than storytelling, latest testing grounds for ‘story living’ is paving the best way. This quality of storytelling will construct a much deeper emotional connection.
Experiential Marketing: Marketers are already attempting to entice users by creating emotional experience. By utilizing AR and VR, marketers can literally simulate the purchase-friendly reality they want the user to experience. This also enables brands to shut the loop between print and digital by elevating real world messages with digital interactions thus increasing engagement time. For eg: Brands like Marriot have already implemented a VR experience into their digital marketing strategy with their “Transporters”, which enables users to virtually travel to Marriott locations around the globe
3. Brand Experience: A touch of virtual components takes a straightforward business card or brochures to a different level. By using AR, users are enabled to scan printed materials from their mobile devices and access the features thus giving them access to get in touch with the brand.
4. Personalized Marketing: With AR, VR and MR marketing will turn out to be more integrated into our every day lives. Real time data based on user preference will be used to change effects, messaging, colors, timing and placement.
5. Brand Interaction: Because it’s a brand new field there’s a number of room for creativity. AR, VR and MR enable greater interaction and encourage engagement between the patron and the corporate, making a relationship that’s greater than just marketing, typically creating brand loyalists.
These latest technologies are making a pull for the potential customer to make their purchase decision. Augmented promotions, virtual instruction guides, augmented pop ups are the brand new trends replacing old methods. The rise of AR, VR and MR will certainly be course-changing for search engine optimization specialists and their content strategies. These technologies should be considered while developing search engine optimization strategies for brands since with the growing popularity we will expect the engines like google to regulate their algorithms thereby enhancing the search experience for users. Hence using content that’s compatible with these technologies could potentially improve search rating.
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