Virtual Reality: the Future
of Marketing
We review the possibilities of Virtual Reality applied to marketing and its impact on the advertising field. We also discuss the benefits of incorporating this technology into the business process.
Innovation / Marketing / Immersive Technologies
21 de octubre, 2021 / Glancing EYE Staff
According to Stacey Soohoo, Research Manager in IDC, 2020 was a turning point in which companies from all sectors started to take advantage of the possibilities of Virtual Reality applied to marketing. Likewise, other related technologies that present great growth potential in the marketing field, such as Augmented Reality (AR) or Mixed (MR), are also beginning to become widespread.
On the other hand, marketing professionals are increasingly disposed to integrate Virtual Reality (VR) into their strategy, since it allows consumers to move or interact with the place or object that interests them. As the IDC figures show, by 2024 the virtual retail display market is expected to be close to $ 2.7 billion.
The customer experience revolution
For example, tour operators see it as an essential tool that could go mainstream quickly in the near future. The big problem in this sector is precisely the difficulty of making the customer dream through a simple brochure. With VR it is possible to offer them a specific sample of how their stay, excursions, etc. will be like.
But not only these kinds of companies can take advantage of VR for their promotional purposes. Any organization can use this technology to show its references or better explain its services.
An infinite potential
for being viral
Another significant advantage of Virtual Reality is its strong potential for being viral. By this we mean the ability of immersive content to generate a positive buzz. The habits of consumers / users have changed drastically: it is no longer enough to assault them with intrusive advertising; on the contrary, they search for originality and appreciate disruptive formats.
Originality is the cornerstone of being viral on the Internet. People will always be more likely to answer and share unusual content. And what’s better than VR to offer unique content?
La RV está transformando por completo la experiencia de cliente, haciéndola más inmersiva, más auténtica y más emocional.
Virtual Reality Demo for Interior Design // by Glancing EYE
Virtual Reality
and emotional marketing.-
Emotional marketing is a specialty that has been proven time after time with excellent results, as it makes use of the emotional mechanisms of consumers for commercial purposes.
By seeking an interaction with these processes, it is possible to cause a greater impact on the audience, who will better memorize the promotional message. In fact, many studies have shown the correlation between the intensity of emotion felt when someone is exposed to the message and the level of memorizing it.
How does VR fit into all this? Well, the immersive experience offered by Virtual Reality allows you to multiply the sensations. And, therefore, emotions in the user are awakened more easily.
In the context of emotional marketing, VR can also take part to shock the receiver. For example, immersive resources have been used in environmental awareness campaigns, since they allow us to show directly the ravages of deforestation or the impact of industrial activities on ecosystems.
Benefits of Virtual Reality
applied to marketing.-
Now we are going to see the main benefits of this technology applied to marketing.
1. Standing out
By using VR in marketing, the advertiser brand presents itself as modern and innovative. For example, as it is a strange resource in B2B, it allows to achieve a greater impact on the target audience, and it is an excellent way to convey corporate values.
2. Recalling ideal aspects
Usually, potential customers plan their purchases before making them. They are interested in demonstrations, analysis, comparisons and any other resource that helps them decide better.
VR is ideal for showing the best version of a product, its features and potential, as well as integrating it into a specific environment. On the other hand, certain services rely on the potential of this technology to show their results before running. Such is the case of interior design, architecture or engineering, professional specialties that propose ideal spaces and structures that can be visualized in 3D in an immersive format.
3. Boosting the content strategy
Nowadays, content is the heart of any digital marketing strategy. However, it is becoming increasingly difficult to catch the attention of the public without offering creative content with added value. Immersive experiences are not only more stunning, but they also hold audience attention better and, as we said before, they are a highly viral component today.
4. Effectively stimulating emotions
Bringing back a real emotion in the buyer is the cornerstone of a totally successful communication strategy and a reliable way to induce purchases. In general, emotion is synonymous with a strong probability of purchase, and an integral part of the decision-making process of potential customers. However, producing it is not easy in certain sectors. VR is a more invigorating resource and remains at the forefront of visual technology.
5. Increasing sales
There are different ways of integrating VR into the business process: giving the customer the opportunity to experience the product or service, simplifying its acquisition, etc. Well, according to Accenture studies, 74% of people who accessed a product through a virtual experience, admitted that they were much more willing to buy. Automotive giant Peugeot has opted for VR to present sophisticated alternatives on a few vehicles. In this way, they help its sales reps as they can more easily explain complex setups.
6. Allowing to differentiate
Another of the most beneficial aspects of providing consumers with a virtual experience is that it allows us to stand out in a highly competitive environment. With all the noise that is accumulated in almost each sector, it is often difficult to catch the attention of the target audience. VR is the definitive format and has no competition in terms of originality and impact. For a growing SME or a young company, it could be the perfect key at trade shows or launches to become more known effectively.
In short, Virtual Reality is the future of marketing. Of course, it still has some obstacles to overcome, but more and more companies are discovering its potential and therefore collaborating in its dissemination as a communication format. At the same time that cost of equipment is reduced, more and more organizations will consider to integrate it into their business process.
Talk to an expert.-
To be at the forefront, it is not necessary to develop on all levels, but to create good relationships with third parties. We can help you integrate Virtual Reality into your business process, contact us.
To be at the forefront, it is not necessary to develop on all levels, but to create good relationships with third parties. We can help you integrate Virtual Reality into your business process, contact us.
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Glancing EYE Co. is committed to protect and respect your privacy. We will only use your personal information to manage your account and provide the products and services you requested from us. From time to time, we would like to contact you to inform you about our products and services, as well as other content that may interest you. Privacy Policy.