Virtual reality is gaining serious traction for its ability in providing virtual reality training and practice. This feature has been leveraged across several industry segments including medical education, surgery and even in training pilots. Recently, the technology has been recognized by marketers for its ability to create an engaging and immersive experience for customers, unlike anything else currently available in the market.
Virtual reality is a powerful medium for communicating with an audience and creates a higher level of engagement with them. This has been extremely useful for marketers as it allows them to captivate the attention of the customer in a way that is truly memorable and engaging.
Let’s look at seven benefits of using virtual reality in a marketing campaign.
1. Ride the Wave of the New trend
In marketing, it is crucial to remain updated with the latest trends, especially in technology and right now virtual reality is experiencing a lot of popularity. Widespread adoption of the technology has led to the commercialization of VR headsets and other head-mounted displays. But it is still a unique novelty, one that the average consumer cannot wait to experience.
Even the sight of a VR headset is enough to generate interest in the minds of the consumer. It has enabled marketers to create messages or concepts and distribute the content to potential customers. The media attention and the attention of the general public in virtual reality give a marketing campaign a considerable boost and increase the credibility of the brand while also resulting in higher customer engagement.
2. Grab all attention
Even though almost everyone knows about VR headsets, if someone is wearing them in public, they tend to garner a lot of attention. ‘What is going on?’ and ‘can I try?’ are common questions posed to the people managing the VR experience. This is an effective method to generate attention for marketers.
But this method is not restricted to live presentations, pictures or videos of prior shows can entice audiences enough to compel them to come to the next show or presentation of the technology. The users of the technology also generate attention as they are able to see and listen to the marketing message and concept in a 360-degree digital environment.
3. Provide a personalized experience
Virtual reality can be modified to suit the demands of both, the users and the organization that will create the presentation. For instance, let’s consider a realtor wanting to show a home that is on sale. They can create a personalized virtual tour of the property with accurate information and suggestions that fit the interests of the potential buyer.
Car manufacturers can leverage the technology to showcase their cars in different colors and styles that are preferred by the potential buyer. According to the format (360-degree video or computer-generated imagery), it is possible to create a personalized experience for each different client.
4. Create a shared experience
The contrast to a personalized experience can also be created. VR technology can be leveraged to create a shared experience by simulcasting the same VR presentation on several headsets. This allows advertisers to create virtual cinemas in every location.
They can create and stream live videos or feature a corporate video message and push their brands’ content to hundreds of VR headsets simultaneously. This creates a communal experience, free from any distractions that occur during a regular presentation and allows the user to completely focus on the content being shown to them.
5. Keep secrets secret in public venues
Whenever an advertiser wants to introduce a new service or a product, they want to ensure that their competition will not follow suit immediately, then VR headsets are an ideal solution as they can be controlled and will only show the content to one person at a time.
The secrecy created by the technology will result in more customer engagement as it will allow consumers to feel ‘special’ for experiencing the message the marketer wishes to convey. Meanwhile, the competition will be left to ponder about what’s so special about those VR headsets. This private approach will also allow the customers to engage with the product or service even more as it creates the feeling of exclusivity and of something ‘special’.
6. Virtual reality is a scalable technology
Using VR, a 360-degree panoramic image can be viewed by a single person or it can be viewed by hundreds of people in a live-streamed video. This means that VR technology is infinitely scalable. The same can be said about its budget; it is possible for even small companies to afford to rent the high-end equipment used for creating VR videos and use it to create a virtual marketing campaign.
The technology can also be leveraged to make promotional activities intimate and personal, or even stream to a global audience simultaneously. Virtual reality can be shaped and molded to fit the way you want the target audience to perceive it.
7. Explore boundless possibilities
As mentioned above, VR technology is infinitely scalable. The same can be said of the virtual environment that a marketer wishes to present to their target audience. It can be quite difficult to create a marketing campaign that offers unlimited possibilities. However, the good news is – VR professionals are able to outline custom boundaries depending on the wishes and demands of the marketing company.