Author: Aistė Kulikauskaitė
Date of Publication: 13/09/2022
We often refer to Virtual reality (VR) as “technology of the future “. The term describes computer-generated environments or realities. These imitate a person's physical presence in a specific environment that feels real. When we hear the term “virtual reality“ we often link it with entertainment. But in fact, it is part of many areas of our professional and daily lives. Specifically in marketing – more and more brands include VR in their marketing strategy. In this article, we will present the uses of VR in marketing and why it is important for the business.
What is virtual reality marketing?
Using virtual reality technologies, brands can advertise themselves and their products. The technology creates an environment that is artificial but realistic. VR marketing enables us to live through the information rather than just seeing it in no time. Another, more accessible type of virtual reality marketing is augmented reality (AR). In augmented reality, a virtual image is projected on the real environment. This includes social media filters and apps.
Why is it important for business?
The Public ‘s interest in VR is growing day by day. So, it is important to evaluate the benefits of using VR for marketing. The main benefits are:
● The brand looks more innovative and advanced.
VR technology is quite new and exciting technology. Therefore, customers can be impressed by the new type of content.
● VR can leave an emotional impact, which is important when building credibility.
One of the main characteristics of VR is the immersive experience. It creates a feeling of reality, which makes the user more bonded to a product.
● Endless content possibilities.
With VR you can simulate any environment you can think of. There are many options to create interactive experiences, tours, campaigns, games, ads, etc.
● You can create a personalized or shared experience for the customers.
Depending on your target audience you can decide which way is better. Giving special attention is always beneficial when creating a loyal customer base. As well as a communal experience, when you want to reach many people at the same time with VR.
● Reducing traveling costs.
In some cases, VR can help to cut the traveling expenses for the company and customer. This happens by replacing in-person meetings, events, and viewings with VR. So, it is especially useful for customers who are in different countries.
Examples of VR marketing to inspire your business:
These creative examples demonstrate how some marketing professionals use virtual reality (VR) and augmented reality (AR). In many cases they enhance their marketing activities and improve their results. Let’s take a look:
● Sephora Virtual Artist
Sephora incorporated virtual reality into the beauty industry. With their app customers can try on the products without going to the store in person. Sephora used face scanning technology, which allows the customer to accurately experiment with different products. This allows the customers to have a fully personalized experience while making it playful.
● Gucci Town
Gucci created an exciting, new virtual world in Roblox metaverse. In this virtual location, people can explore the town, connect with other players, and learn about the history of Gucci. In the location, players can also find a shop, where they can purchase branded merchandise.
● Adidas: Delicatessen
This VR experience allows viewers to follow the climbers Delaney Miller and Ben Rueck while they climb the Bavella mountain range in Corsica. Customers were able to virtually experience outdoor sports and form an opinion about Adidas Terrex products.
In conclusion, businesses can develop branded digital environments to display their products or services using virtual reality marketing. Incorporating tools like VR can be very beneficial and it can elevate your business appearance. So, virtual reality is not only for entertainment anymore, but also successfully involved in the marketing industry as well.