What is virtual reality marketing?
Virtual reality marketing is the tactical use of virtual reality in a brand promotion campaign. With the help of a virtual reality headset, a user can enter a world of simulated- real-life environments.
Talking strictly with respect to digital marketing standpoint, Virtual reality marketing has statistically improved buyer’s attention span, awareness and exponentially increased the buying process.
Users these days are evolving with their changing online behaviors. They’re always on the lookout for more innovative, engaging, and personal experiences when they shop. Marketers need to meet the customers in the middle and offer the level of sophistication the customer is demanding to dazzle them. Hence, virtual reality marketing is one of the most important technologies of the twenty-first century and has already been integrated by around 80% of the world’s top brands. Virtual reality marketing serves as a crucial tool in building a meaningful connection with the brand.
Virtual Reality stands for an immersive experience – it has become more than a buzzword recently. Since Virtual reality is the central idea for most products these days, it has gained a lot of popularity and has a great future. With the help of VR immersion, it has become easier to connect with people on a personal level, which has given room for emotional marketing. A virtually simulated environment helps people to fully immerse themselves in the experience. This can be greatly leveraged as a great tool for storytelling.
Below are few ways how Virtual Reality Marketing can prove to be helpful for your brand in 2021:
Revolutionize your Brand’s Media Relations
Virtual reality is a great way you could use to enhance your media relationship. Your brand could use VR as a PR briefing or storytelling technique which will completely change the media’s outlook about your brand.
HTC for their launch of the Desire 20 smartphone, chose to have the media event in Virtual reality. They used the tool called VIVE Sync, which is HTC VIVE’s owned all-in-one VR tool for meeting and collaboration, and invited top media to brief them on the product.
An innovative method of communication
Virtual reality marketing could be a perfect way to educate your audience. Infographics, E-books, white-papers or even video case studies could now give space to immersive VR content.
In a recently published study by PwC researching the effects of VR soft skills training on people, one of the key findings highlighted that the people who learn from VR are quicker to train, have more confidence, are more engaged, and have a better focus versus classroom/e-learners.
Recently a well know Dubai-based VR content developer Sense-R, in partnership with Dubai Water and Electricity Authority (DEWA) had created a fully immersive VR experience to increase brand awareness about their energy-saving initiative, Tarsheed. The objective of this project was to come up with an innovative, yet educational VR experience focussing on the concept of sustainable living. The VR content was supposed to stand out in comparison to the traditional channels and videos.
Humanize your brand with the help of VR avatars
Virtual reality marketing could leverage the future of immersive video streaming. With a Virtual Reality headset (especially the high-end ones like HTC VIVE or Oculus), people could immersive themselves completely, better than a 2-Dimensional YouTube video or Netflix could ever do.
Further, as VR becomes more immersive, avatars will become an important character of the brand story. They could be the voice and face of your brand.
Product Demo in VR
You could leverage the immersive nature of VR technology and use it to build a simulated version of your product in VR. This will not only let the user see the product as if they were next to it, but it will also dazzle them. This can also score you a brownie point in terms of competitive advantage.
Volkswagen in South Africa collaborated with a VR content development agency called New Reality to enhance their showroom experience for visitors. They replicated the Volkswagen latest model in Virtual reality and created an interactive simulated experience that complemented the real experience of driving the car, before the launch of the model in the market.
VR experiences allow users to connect with brands in a new and innovative way. It builds new relationships with the experience that they might have never had before.
The above examples of Virtual reality marketing are completely different from each other, but the end outcomes are the same- complete immersion in a memorable experience. Virtual reality can have a solid impact on marketing campaigns by tapping into emotional connections, that can never happen via the traditional forms of digital marketing communication.
Virtual reality marketing has the potential of connecting users deeply with the product, as a result of the experience that it offers in VR. Virtual reality marketing campaigns these days reiterate the fact that innovative marketing tactics always encapsulate an out of box, immersive experience, that touches user’s emotional chords, and hearts, in a new way.