In the past few years, virtual reality (VR) has taken a prominent role in reinventing the consumer experience. It might be in the nick of time too Now days, the consumer has more power than ever to influence digital marketing. How many times have you waited patiently to click the “Skip” button for an online advertisement? Most customers do, and most likely, they’re skipping your advertisement, too. When customers skip your ads, it can seem like your digital marketing investment was a total waste. Digital marketers are pushed now more than ever to create content and brand stories that are immersive and engaging. This is where virtual reality comes into the picture. Although virtual reality in digital marketing is not yet mainstream, many brands are leveraging the power of 3D technology to create the engaging and personalized customer experience.
Here are a few ways digital marketing can benefit from virtual reality:
1) Virtual Reality Creates immersive brand experience
Marketers across the world are now creating near real-life digital moments for their brands. In February 2016, the commercial cookie brand Oreo took virtual reality to the next level promoting its cupcake cookie. A whimsical tour introduced us to a magical Oreo Wonder Vault: rivers of milk flows and chocolate canyons are everywhere. The advertisement was so popular that it was viewed more than 3 million times. VR played a strategic role to introduce their new product flavor. By using its legacy as an industrial cookie manufacturer, Oreo invites customers to explore a new side of the company, one filled of creativity and nostalgia. The 360 degree tour creates an immersive brand experience, and redefines the way we think of Oreo. You, too, can use virtual reality technology to add an exhilarating experience and portray your brand story in a new, exciting way.
2) Virtual Reality Enhances virtual shopping experience
Using virtual reality, retailers across the world are building out-of-the-box shopping experiences for their customers. One of the leading fast food companies, McDonalds, is enhancing the customer experience by creating including VR technology in the Happy Meal. Introduced as “Happy Goggles“, now the Happy Meal box can be disassembled and folded into lenses for children to play online games. As if Happy Meals weren’t attractive enough, children have a new incentive to beg their parents to go to McDonalds for dinner. Similarly, many retail brands and e-commerce giants are using the VR technology to reach the target audience. When you create a memorable experience, your customers are likely to stick to your brand for a longer period.
3) Virtual Reality Increases customer interactivity
Currently, companies are exploring the potential virtual reality has to heal mental illness. Forbes magazine released an article in October 2017 about a physician treating veterans suffering from PTSD using VR programs. He uses his program “Bravemind” to recreate war zone-like incidents. He controls the intensity of the experience, and during the simulation, he can help patients confront their fears and anxiety.
Pharmaceutical companies are also using virtual reality to create awareness campaigns for their brands. For example, a depression medicine manufacturing company may create a symptom simulator for certain mental illnesses, like depression. Users gain a better understanding of mental illness and how certain drugs may provide some relief to the patient.
In the coming years, VR will bring a sea change in digital marketing. Today, companies can reinforce brand legacy and increase brand visibility by changing their digital marketing strategies to include virtual reality.
