Customer expectations have never been higher. Every day, it gets more and more challenging to wow your customers and offer them unique experiences to foster loyalty and engagement with your brand.
But technology is here to help. Virtual reality (VR) and augmented reality (AR) solutions are starting to make a significant impact on the realm of marketing and advertising. In fact, we’re already seeing some major brands experimenting with this innovative technology to fundamentally change the way they engage with consumers.
Let’s take a look at the concept of VR and its potential impact on the marketing field.
What is Virtual Reality Marketing?
Simply put, virtual reality refers to the use of computer technology to create immersive simulated environments which we can access via headsets. That’s probably one of main differences between virtual and augmented reality —that is, an enhanced version of the real world that we can see through our smartphones, tablets, and even glasses.
Virtual reality holds a very promising future in many fields. In fact, the adoption of VR headsets is steadily growing, with projected sales of 29 million units per year. However, there’s one particular field in which VR is fundamentally transforming everything: marketing.
VR marketing involves the use of virtual reality technology to promote brands and their products, as well as to engage with consumers in new and unimaginable ways. And there are already many trendsetters leveraging these solutions to boost their marketing efforts.
The impact of VR marketing
Using VR for marketing purposes can have massive benefits for both companies and users. It’s a win-win: you can boost your brand while providing customers with memorable and enjoyable experiences.
Here are some clever VR marketing examples that can inspire you to take your brand to the next level with this technology.
1. Increasing user engagement and boosting brand awareness
Offering engaging VR experiences to your current or potential customers can do wonders for your brand awareness. As a relatively new technology, VR is memorable and will stick with your customers for a long time.
Key Technologies, for example, offered Pack Expo attendees —their target audience— the possibility of experiencing a detailed and immersive look at how the company’s digital food sorting platform works.
This VR experience allowed the company to showcase their high-end products and capabilities in an engaging and entertaining way, boosting their brand awareness and promoting their solutions before their ideal audience.
2. Positioning the brand as an advanced, technology-driven company
In this fast paced world, first-mover advantage can be the key to business success. No brand wants to be left behind, so it’s important to stay up to date and adapt to new technologies and solutions as quickly as possible.
Take Volvo, for instance. This traditional car manufacturer leveraged the power of VR to offer customers a life-like test drive so they could try their latest car. Thanks to this technological experience, customers began to look at the brand in a new light.
Although VR has just started finding its footing in the marketing industry, early adopters will be able to position themselves as advanced and technology-driven brands, engaging whole new audiences.
3. Replacing or expanding in-person events
Although we seem to be leaving the COVID-19 pandemic behind, remote events are here to stay. And VR technology can provide that “wow” factor that is sometimes missing.
Balenciaga, for example, staged its autumn/winter 2021 collection as a VR runway show. Over 300 guests received Oculus glasses around the world to access the show and enjoy it from the comfort of their homes.
This bold move helped the company create hype around its new collection in an innovative way, even at a time when in-person events were not possible.
4. Creating an emotional effect on customers
The key to memorable experiences is how they make us feel. Only those brands capable of igniting emotions in customers with their marketing campaigns succeed in retaining them and building loyalty.
Coca-Cola is probably the greatest example of a brand that knows how to build an emotional connection with its customers. And now, it has begun to enhance that connection with VR: its recent “Ride with Santa” campaign featured a reindeer-driven sleigh where customers could enjoy a beautiful VR-powered Christmas scenery.
This kind of immersive experience helps brands build strong bonds with consumers, boosting awareness and loyalty to a whole different level.
5. Enhancing the online shopping experience
This is one of the most common uses of VR. This technology can help brands create engaging virtual showrooms where users can see a product up close and from different angles, interact with it, and sometimes even modify it before making a purchase decision.
IKEA’s Virtual Home Experience helps customers bring the home of their dreams to life, as it allows them to access a high-definition, interactive VR showroom that offers an innovative shopping experience. With this solution, customers get to discover products in a disruptive way.
And by allowing users to set up their dream rooms and see them materialized before their eyes, IKEA has been able to boost sales and customer satisfaction, providing a more engaging experience at their shops.
Virtual reality has been here for a while, but it’s currently evolving at an accelerated pace. And now that the metaverse and Web 3.0 are coming our way, brands have a one-in-a-lifetime opportunity to become early adopters of a technology that can revolutionize the way they market their products and connect with their customers.
Virtual reality marketing can help brands increase user engagement, boost brand awareness, enhance the online shopping experience, and establish themselves as advanced, technology-driven players capable of taking the digital world by storm.
As a VR marketing agency, MediaSocialPro is ready to help you leverage the power of virtual reality to maximize brand engagement, trust, and loyalty through effective communication strategies that position your business as the only choice. Get in touch with us and take your business to the next level!