In the latest business landscape where customers take center stage, building marketing campaigns that lure a larger audience base is imperative. This forces marketers to embrace effective marketing strategies that are driven more and more by the needs and desires of consumers. With advances in technologies, customers’ expectations have also augmented. Fortunately, we have today advanced technology in order to garner more customer preferences. Augment Reality (AR) and Virtual Reality (VR) are such technologies that are delivering more immersive experiences to businesses as well as customers.
Initially, these technologies are limited to games where gamers wear a VR headset to play games in a virtual environment with real experience. These are also used in improving travel-type experiences. But the applications of AR and VR have expanded to various business functions, especially using as part of companies’ marketing strategies.
Marketing using virtual reality enables businesses to close the gap between experience and action. Since VR offers a digital experience in place of a physical one, it can be used to promote products and services, even display those are in development.
AR and VR for Event Marketing
As event sponsorship and hosting events are other tactics to get in front of new audiences, the tools that have already exist using VR and AR for event planning are very promising. These technologies make everything exciting during events. For instance, visual effects glasses like Hi-Lites can turn any light into custom shapes and don’t require an investment in special lighting equipment.
As AR and VR refer to the influential tools, reports suggest that over a billion users will be actively engaged with AR applications by 2020. Leveraging these technologies at events gives relatively new experiences that allow brands to present new products in an effective and interactive way in front of their audiences. In a Centre for Exhibition Industry Research (CEIR) report, 92 percent of trade show attendees said their main reason for attending trade shows is to see new products being featured. However, it is hard to put a price on the ability to give them a full virtual tour of a new product.
Using AR and VR at brand events also gives benefits to businesses by engaging, inspiring and entertaining attendees. According to the EventTrack: Event & Experiential Marketing Forecast & Best Practices Study, 87 percent of consumers reported events are more effective than commercials, largely because brands can use experiential techniques, such as AR and VR, during events to make a direct, emotive connection with their customers.
Many companies have already grasped the potential of these technologies to make the customer experience with the brand more immersive and engaging. As people expect to feel unique while interacting with a brand and appreciate the exclusive services, augmented and virtual realities enable marketers to try out something new to deliver exclusive customer experiences.