Augmented and Virtual Reality in Marketing:
Helping Advertisers Create New Customer Journeys
There are many ways in which brands are using technology to improve their campaigns. The use of augmented and virtual reality in marketing campaigns is one trending option.
The following examples demonstrate just some of the ways AR and VR can enhance marketing efforts. Consider taking inspiration from them as you develop your own campaigns.
Using Virtual Reality in Marketing to Share Values
Marketers know they need to stay abreast of changing consumer attitudes to develop campaigns that yield strong returns on investment. Understanding what consumers want from brands is crucial.
For instance, a recent survey indicates that 87% of consumers are willing to buy products from brands that demonstrate support for an important social issue. Thus, brands must find ways to not only support social causes but communicate these values to consumers as well.
Toms is an example of a company that’s spreading its mission with the help of VR. Toms famously donates a pair of shoes to an impoverished child every time someone buys a pair in-store. This business model is likely to appeal to shoppers who seek brands with a social conscience.
From a marketing perspective, brands like Toms must express their values in ways that resonate with consumers emotionally. VR marketing solutions have made this possible. With Toms Virtual Giving Trip, users virtually journey to a Peruvian school where students are set to receive their donated shoes. The experience was narrated by Toms founder Blake Mycoskie.
This example demonstrates how brands can add empathy to their marketing campaigns with VR. Compassion is valuable to brands who strive to communicate their social conscience to consumers.
AR & VR Bring to Life a Branded Identity
All marketers know the importance of unique branding. Consumers don’t merely respond to the products offered by a company. They react to the experiences, values, and “personality” a company embodies.
In addition to relaying corporate values, AR marketing can help companies publicize their brand in unique and engaging ways. Take Pepsi. Pepsi’s brand is designed to be playful. Pepsi marketers, therefore, want audiences to associate Pepsi with a sense of fun. In 2014, Pepsi used AR technology to design a screen on the side of a London bus shelter that showed objects such as UFOs flying over passersby. This interactive bus shelter was obviously more eye-catching than a static poster. It not only caught the attention of people waiting for their buses; it also promoted Pepsi’s brand identity.
Companies have also used VR to immerse consumers in experiences associated with their brand. For The North Face, the popular outdoor apparel and lifestyle brand offered customers the chance to virtually tour parks such as Yosemite. This sort of in-store event doesn’t fit into traditional marketing principles since The North Face didn’t explicitly promote its products with its VR experience. Instead, it engaged customers in an experience that mirrored the values of its brand. The result? The North Face’s target market (outdoor enthusiasts) associated their lifestyle with The North Face.
Appealing to customers through lifestyle marketing and positive association are growing in importance. Trends indicate that experiential marketing is both being adopted at a consistent rate and delivering substantial value. Approximately 73% of consumers who participate in branded experiences are more likely to purchase an item or service from the brand.
Augmented and Virtual Reality in Marketing- Where to Start
Up until recently, companies faced a problem: an experience is an event. Only a small portion of a brand’s customer base could physically participate in a branded experience.
The integration of augmented and virtual reality in marketing has changed that. Now brands can offer experiences to far more consumers all across the globe. Digital reality technologies expand the reach of experiential marketing so that marketers can enjoy the highest ROI. If you’re planning to take advantage of these trends, you’ll need to develop a VR/AR experience that performs reliably.
Ormuco helps in this capacity. Our autonomous platform supports AR/VR workloads of all kinds. It leverages 5G to accelerate processing for real-time applications, providing a platform for the provisioning and management of thousands of nodes.
Experiential marketing, innovative digital advertising, and values-based experiences are a few examples of augmented and virtual reality in marketing. Many more uses will likely come to light in the new decade.