Technology is changing the world, and as marketers, we have to change, too. The best forward-thinking marketers are revolutionizing digital marketing by using technologies such as Virtual Reality (VR) and Augmented Reality (AR) to give consumers an innovative and unique brand experience impossible with other mediums.  

While movies and video games used to be considered the most immersive media types, many brands are getting creative and taking advantage of strategic marketing opportunities with this engaging new tech. 

Virtual Reality Vs. Augmented Reality 

Virtual reality is – well, exactly what it sounds like. It’s a computer-generated 3D environment that you can interact with, through the use of tools like goggles, controllers, or sensory gloves. Virtual reality is how a consumer would use technology to virtually transport themselves into an artificial world – whether that’s a fictional city, a distant country, or an entirely different planet. 

On the other hand, augmented reality simply superimposes digital imagery onto your view of the real world. The best examples of recent years are things like TikTok or Instagram filters, which let you make all kinds of interesting effects on otherwise normal footage. 

Applications of VR and AR 

Airlines and other flight instructors have been using AR/VR for years to train staff and simulate everything from landing a plane to reacting in a turbulent situation. But immersive experiences through AR and VR are relatively new in marketing, and companies which use VR/AR technology in their marketing efforts are likely to be more memorable.  

Think about it: consumers love new technology, and they especially love experiencing something exciting that few others have. The use of these technologies can offer a “wow” factor,” grabbing attention and making entire consumer groups stop, stand up and take notice. There are currently a relatively small number of companies using these technologies, making it far more likely to be adopted as digital marketing progresses.  

Using VR/AR well can mean a big competitive advantage, as long as it stays within the realm that consumers want (let’s not overlook how the Metaverse has failed to gain much traction). Here are some great ideas with plenty of room to grow. 

Examples of AR and VR in Marketing 

IKEA – Thinking of freshening up your décor? IKEA lets you see any projected changes first-hand through AR technology. The IKEA Place app will show you what furniture looks like within your home, so you can easily choose the piece that best suits your desired vibe. It’s a great application that provides a valuable service people are looking for, and drives them to purchase something by the end.  

BMW – Car shoppers can virtually visit showrooms, customize cars with different colours and styles, or even experience what it’s like to drive a car using VR goggles. This enhances consumer confidence and makes a perfect entry point for people on the fence about buying a BMW – they can truly get a car that matches their exact needs. 

The Future of VR/AR in Marketing 

When it comes to marketing, AR/VR could be the next great experiential technology – depending on how cleverly brands can utilize it. It presents a unique opportunity to completely immerse consumers in ways never before possible. Smart marketers will recognize how to bridge these on- and off-line experiences, creating new touchpoints for their client base – and if you need help deciding how you can do just that, reach out and let us know.