The digital marketing landscape is constantly evolving – a move that is driving marketers to seek new and innovative ways to interact with their core audience. Marketers who are more receptive to the revolution are turning to emerging technology tools to increase customer engagement and raise brand awareness through the adoption of Augmented Reality (AR) and Virtual Reality (VR).
The use of AR/VR technology is gradually becoming more popular in mainstream digital marketing. With changes in how customers experience products as a result of challenging times, AR/VR is cementing its relevancy.
AR vs VR: What’s the difference?
The two concepts can be puzzling. The IDC has estimated that spending on AR and VR will reach $18.8 billion in 2020. With such an amount, it is evident that the use of these two innovations is gaining momentum. AR technology is defined as a modern technology that overlays virtual objects into the world around us in real-time, bringing a product to life in a physical environment. On the other hand, VR technology places the user inside an experience through a simulated environment.
Now that we know the difference between the two technologies, how do they fit into marketing?
AR and VR technology for marketing
Times are changing due to the onset of COVID-19. The disruptions have pivoted businesses to transform how they provide relevant experiences to audiences in the wake of changes in social conduct. This has influenced a spike in the adoption of marketing technology solutions, enabling brands to reach and interact with customers in a more virtual world. In this challenging period where social distancing is the new norm, AR/VR technology integrated into marketing strategies can merge digital elements and the physical world, making this approach a powerful marketing tool.
Innovative and tech-savvy brands are leveraging AR/VR technology to bring experiences to the audience from a distance. VR to offer a digital experience in place of a physical one. An example of AR/VR revolutionising customer experience is Sephora’s Virtual Artist, a tool that enables beauty enthusiasts to virtually try on makeup products and make a purchase via a smartphone without visiting the store. With this technology, customers do not have to physically visit a store to try out a product.
According to Forbes, VR offers on-demand experiential marketing – providing customers with the opportunity to see how a product will fit into their space in real-time before making the purchase. An added advantage of VR is its ability to offer brand marketers extensive user-experience and potential to reach new levels of engagement.
Is your agency ready to engage tomorrow’s customers?
The digital age is progressing, and AR/VR can offer digital marketers immense benefits. Brand marketers need to adapt and avoid getting left behind. The audience pool is gradually being inundated with tech-savvy digital natives, and this technology can empower brands to captivate users with highly engaging and interactive content.
Brands should always strive to innovate business practices as an alternative to relying on marketing trends. Developments in technology can help businesses provide customers with rich and convenient experiences that allows customers to fully immerse themselves into products and services. Even in unprecedented times, the future is bright when looking through a virtual lens.