27 June 2018
According to Gartner, by 2022 25% of digital commerce will feature a form of immersive technology through either augmented or virtual reality. But how are AR and VR different? What are the use-cases for marketers, and how can they be practically implemented in the future?
Virtual reality aims to completely transport customers to a new reality, creating a virtual replacement for their physical environment. A VR experience is usually delivered through a head-mounted or hand-held controller to actively immerse customers into a simulated environment. Augmented reality is a different kind of beauty. Used across mobile devices (laptops, smartphones, tablets), the objective is not to cut out the real world, but to enhance a customer’s experience of their physical environment with a blend of virtual objects.
Have you ever played Pokémon Go? Experimented with Snapchat or Instagram filters? Checked out a 360-degree photo? Well then you have experienced augmented reality, and this is just the tip of the technological iceberg.
It’s clear that both businesses and their customers have the potential to benefit from these innovations, with some brands already taking an immersive turn with their marketing:
Still not convinced? Here are some of the key marketing benefits that AR and VR bring to the table:
In a nutshell, immersive commerce increases happiness in loyal customers, and provides an exciting proof-point for new customers in their buying journey. AR and VR solutions are rapidly evolving to banish their ‘buzzword’ status, and become inherently valuable assets for strategic marketing campaigns, capable of driving deeper customer engagement and organic business growth.