Virtual Reality: The Future Is Here
When Facebook purchased Oculus Rift for two billion dollars in 2014, the world did a communal sitting up as it put virtual reality on the map. An investment of this size by Facebook signaled to the world that they saw not only real potential in virtual reality but also different ways to entice their clients, and the world’s biggest brands. So far, they have been proven to be right, as marketers and brands have begun to ascend into the world of virtual reality. As a matter of fact, the industry is expected to reach about $40 billion by 2020.
The emerging technology has been used in a versatile manner ranging from auto manufacturers replicating their production process to video games creating an immersive world for their faithful gamers. As virtual reality becomes more and more prevalent, it would be a good idea for marketers to begin thinking of ways of integrating virtual reality into their marketing strategy. Why?
In a world filled with ad blockers and TiVO, virtual reality provides marketers with unparalleled access to their consumers’ preferences. Virtual reality presents an exciting opportunity for marketers to connect with consumers without disruption. The technology allows for the creation of unique experiences for consumers that are way more engaging than a commercial or digital ad. Automakers for example, can have consumers walk through their manufacturing process or dealerships.
Getting a head start in virtual reality integration also allows for some pioneering for the marketers that choose to do so. Marketers that are first in virtual reality will have the unique ability to create virtual reality stories that are completely one of a kind and personalized to each individual consumer. A good example is The New York Times providing their Sunday morning readers with over 1 million Google Cardboard VR glasses promoting their first virtual reality film, The Displaced with great results.
The use of this exciting new technology will increase brand loyalty due to the creation of a new kind of relationship between consumers and brands. Consumers won’t just be mere spectators any longer; they will now be active participants in the marketing content process. Successful virtual reality strategies increase emotional engagement and encourage deeper connections with brands. A good example of this is Marriott using virtual reality to help customers plan their vacations.
Last but definitely not least, the use of virtual reality allows marketers to see content through their consumer’s eyes. Thanks to technology like Youtube’s 360 degree video channel, Facebook’s Surround 360, and other mobile apps virtual reality apps implementing VR into content strategies has never been easier. Many of these virtual reality technologies have eye-tracking features that allow marketers to gain insight into consumer interaction with their content. Equipped with insights such as these, marketers can then focus on content layout, placement, and online messaging to boost brand awareness.
Diving in to this new world of marketing may seem intimidating but with the accessibility and popularity of these new tools, integrating the technology into your content strategy has never been easier.
For more information on how Be Native Group can revolutionize you digital marketing presence, check out our services at Be Native Group Services