(Expansion) – Virtual reality marketing incorporates immersive experiences with 3D technology, to simulate a false environment or concept that could be true thanks to its realism, a total immersion with real presence, emotions and memories.
The most used format is augmented reality, which generates images superimposed on the real world, such as the filters used in social networks.
Reducing the barriers between the physical and virtual worlds is the objective of this technology, which is being developed worldwide by more than 85 companies such as Microsoft, Google, Magic Leap, Meta, Zugara and HTC, among others, which deliver close to 5 million virtual reality devices per year.
For example, Meta shipped 2 million Oculus Quest 2s in 2021, becoming one of the industry leaders.
It is estimated that by 2029 the virtual reality market will reach 61.91 billion dollars, according to data from the consulting firm Exactitude. The growth in demand for this technology alone has grown 16 times from 2018 to 2022.
But what are the keys to the success of this technology in brand and business marketing strategies:
1. Puts the user in an immersive experience
The future of virtual reality will allow the user to stay in the virtual world while doing other activities, until now many of the applications require VR headsets or platforms to enter; however, applications such as in the automotive industry tell us of a significant advance.
For example, tachymeter data in several new generation cars is displayed directly on the windshield to prevent distractions while driving. In the same way, Google Glass does it, providing more information about the environment at a glance, which are handled by voice commands in an Android operating system.
This 2022, Audi and Porsche announced an alliance with Holoride, a German startup with which the passenger cabin will become a true immersive experience, using virtual reality glasses. Thanks to technological advances, the data, geolocation and movements of the car in real time pass to the virtual reality glasses, so if you go on a spaceship on the device, it will respond to the movements made by the car. If you turn right, the ship will turn right, too.
2. Lets try before you buy
According to data from the consulting firm Deloitte, 64% of returns in e-commerce occur because the product does not meet the customer’s expectations. One of the great advantages of virtual reality is that the user will try the products before buying them. Online applications allow you to visualize your next clothes and furniture before you buy them. Brands like Zara, Ikea or Gaia use this technology so that you can locate the product at home or similar scenarios prior to purchase.
Technology is also already used in the real estate industry to carry out tours in 3D and with augmented reality of developments and properties for rent or sale. Similarly, brands such as Volvo, Infinity, Jeep or BMW allow vehicles to be customized with virtual reality lenses before they are manufactured, and thus ensure that the textures, colors and even technology equipment with which they will be equipped are decided in the world. virtual, thereby reducing dead inventories and carrying costs.
3. Achieve a memorable brand experience
Direct interaction with the brand is significantly enhanced if one or all of the senses are present. The main interaction takes place in the world of video games, where customers can experience exclusive brand news for that environment in the form of skins, gifts or prizes. Brands such as Adidas, Nike, Nascar, Vans or Gucci have used these platforms for product launches or stage creation.
On the other hand, in Roblox or Fornite video games, brands such as Balenciaga, Moncler and DC Comics have implemented strategies to create unique skins that are purchased exclusively in the marketplace of each platform.
Virtual reality is one of the biggest trends of the next five years, it is expected to continue its growth, even surpassing the sale of 50 million devices by 2026, thanks to the competition generated with more affordable devices for the public.
According to Eric Abbruzzese, director of virtual and augmented reality research at ABI Research, growth will continue in the coming years, driven by the video game segment, followed by applications for education and, lastly, the consumer industry.
Editor’s Note: Ernesto Escobedo is a journalist and specialist in digital audiences and the marketing industry. Follow him on , and/or . The opinions published in this column belong exclusively to the author.