How can Virtual, Augmented, and Mixed Reality Change the Marketing Future?

The answer to that question is that it's already happening!

Virtual Reality

Virtual Reality, or VR, is the environment that is created artificially through a computer to provide a unique experience. VR is all around us. A really interesting thing about how VR attracts us, is the way that it stimulates certain parts of the brain. Marketo describes that when we are exposed to VR, three parts of the brain are being more activated. This includes the Neocortex, Limbic System, and Reptilian Brain.

As our brains are able to comprehend so much from VR, it serves best that Marketers should be using this in their strategies to gain customers. Some good examples include Samsung Gear VR and HBO's Game of Thrones "Ascend the Wall" adventure. In terms of their marketing, Samsung provides many games and experiences that users can experience in the VR Gear. The ability to be in an alternate reality, playing in a different world, makes it very enticing for Samsung users with their own mobile devices. With HBO, Game of Thrones lovers can virtually enter into the world of their favorite TV show. They can feel the effects with 4D technology and feel like a character in the world of Westeros. This draws consumers to subscribe or update their memberships with HBO, as a way to continue that experience.

Augmented Reality

While VR is one way of reaching potential consumers, Augmented Reality (AR), similarly attracts people. AR takes a similar approach to VR, but instead of being in a completely different environment, the artificial and computer-generated objects are added into real environments.

Pokémon Go is a great example of this. When the game first launched, all you could see were people on their phones looking for Pokémon's wherever they went. The ability to point their phone at any location and see a Pokémon is AR in action. The game was a great marketing tool for the company Niantic. With their ability to attach nostalgia and AR together, they created a world in which people could still interact with their actual environments, and play the game. Sponsorships and monetization of the hit game was another way to turn gamers into paying customers, especially at local stores or restaurants.

Mixed Reality

While AR and VR were making their own success, Mixed Reality is still on the rise too. MR, combines the efforts of both Augmented and Virtual into one. While shoppers could have the option of either seeing a product in person, or online, MR introduces the ability to see it virtually and in your own home.

Giving consumers their own choice in looking at a product at their own leisure allows them to make decisions without the pressure of being physically in the store. They have a chance to see what a certain product might look like on themselves, or in their house. It increases the shopper's purchasing decision and makes them want to continue shopping with that ability. Microsoft has already launched their own MR device called the Hololens. The product hopes to help developers create and educate others about entertainment or business apps for the future.

Why are these realities important?

All of the various purposes in these realities are important for marketers, because this is a great tool to entice and build relationships with customers. While the experience is one thing that stands out in all of them, each one provides a unique benefit for the customer to see the products, learn more about them, and make purchases. The best part is that most of them can happen with the ease of your mobile device or computer. VR requires other devices sometimes, but it still provides an environment that customers may not be able to visualized themselves.

For marketers, using these platforms can help bring customers back to businesses and learn more about them in a different way. This will drastically change interactions and create a way to learn more about consumers' behaviors.

VRScout

VRScout talks about a whole new way that people are interacting. A VR Church. While this may sound completely strange, it actually is quite interesting. People with the same faith come together to celebrate their faith, and even hold VR Baptisms. The experience is trying to help others come together in a space that may be more inviting for those who are shy or don't like attending church.

There are a lot of people who don't believe that this is a true way of expressing faith, but I think this is open to whoever wants to use it. Personally, I think it is an interesting concept, and wouldn't mind exploring it. But I would also prefer to attend church in person because culturally, there is a lot more significance to it for my family.