How to Use Virtual Reality and Augmented Reality as a Digital Marketer

Introduction to Virtual Reality and Augmented Reality 

Virtual Reality

Virtual Reality (VR) is all about the experience of a world that doesn't actually exist. You might be thinking that you can do that by reading a book or daydreaming about a photo. Although these might be a form of virtual reality they are not the virtual reality I am talking about. According to Marxent 3D Commerce VR is "the use of computer technology to create a simulated environment." VR places the user inside an experience. Instead of viewing a screen in front of them, users are immersed and able to interact with 3D worlds. VR tries to simulate as many senses as possible, such as vision, hearing, touch, even smell. The computer is transformed into a gatekeeper to this artificial world.

Augmented Reality 

Augmented reality (AR) is one of the biggest technology trends right now. You might not know it but AR is all around us and you have probably used it before. According to Investopedia AR is "an enhanced version of the real physical world that is achieved through the use of digital visual elements, sound, or other sensory stimuli delivered via technology." AR is, in fact, readily available and being used in multiple ways including Snapchat lenses, in apps that help you find your car in a crowded parking lot, and in variety of shopping apps that let you try on clothes without even leaving home. 

Differences

You could think of Augmented Reality as VR with one foot in the real world: Augmented Reality simulates artificial objects in the real environment; Virtual Reality creates an artificial environment to inhabit.

How it works according to Marxent 3D Commerce:

"In Augmented Reality, the computer uses sensors and algorithms to determine the position and orientation of a camera. AR technology then renders the 3D graphics as they would appear from the viewpoint of the camera, superimposing the computer-generated images over a user’s view of the real world."

"In Virtual Reality, the computer uses similar sensors and math. However, rather than locating a real camera within a physical environment, the position of the user’s eyes are located within the simulated environment. If the user’s head turns, the graphics react accordingly. Rather than compositing virtual objects and a real scene, VR technology creates a convincing, interactive world for the user."

How Digital Marketers Can Use VR and AR

AR and VR are becoming more common within marketing, allowing brands to craft experiences, engage consumers, and encourage conversions in interesting ways. Many people think that VR is strictly for gamers but that is not true at all. All you need is access to a smartphone making it so the average consumer can now enjoy VR. So it is important to pay attention to it!

VR marketing allows companies to bridge the gap between experience and action. You can use VR to offer a digital experience in place of a physical one, which can promote products and services. According to Smart Insights VR changes the dynamic between brands and consumers. "Rather than using ad blockers or clicking out of ads as quickly as possible, people seek out VR brand experiences. This means your engagement rates can improve as people come to you, rather than you needing to attract them." When you use VR you can distinguish your brand from your competitors.

AR stands to be one of the driving forces behind sales and marketing innovations over the next decade. As I mentioned before brands can use AR to allow consumers to try products before they buy them, with augmented shopping experiences becoming increasingly popular.

"From clothing to test driving a possible new car, you can craft AR experiences that make shopping – whether at home or in-store – easier."

-Smart Insights

Examples of VR in Digital Marketing

Examples from Digital Marketing Institute:

1. New York Times: "A couple of years ago, the New York Times delivered Google Cardboard glasses to all of their subscribers in order to watch a VR film and then did it a few times over with different films. These glasses were only delivered to their most loyal customers, so they essentially acted as an incentive or reward for brand loyalty."

2. The Outdoor Niche: "The well-regarded hiking shoe brand Merrell created a unique experience as a part of launching their most innovative hiking shoe via TrailScape, a 4-D multisensory hiking experience. This was the first time a company had ever used a particular type of technology called Oculus Rift, which involves tactile elements of walking on different surfaces and even included obstacles such as rockslides that participants would have to navigate around."

3. The Home Improvement Niche: "Lowe’s home improvement store set up a virtual reality initiative that allows customers into a Holoroom to help them see what their house will look like after desired home improvements. They also worked with Microsoft to create an experience that allowed customers to select designs and products to help them visualize what they might look like in their own homes. Soon to come is an integration of customer’s Pinterest boards."

Conclusion

If your company has not started to use VR or AR now is the time to start. These are both fast-growing technologies that you do not want to behind on. This is a great way to differentiate your company from your competitors.