Virtual and Augmented Reality

As often discussed in my blogs, technology is advancing at an absurd rate, and it seems to only get faster and faster. A great example of technology that has seen a speedy evolution process is Virtual Reality (VR) and Augmented Reality. These two technologies have opened a new realm of possibilities not just to marketers but to the world as a whole. In this week's blog, I will focus on VR and AR and discuss some ways in which they can be applicable to digital marketing.

Virtual Reality

Virtual Reality is the computer-generated simulation of a three-dimensional image or environment that can be interacted with in a seemingly real or physical way by a person using special electronic equipment. An example of Virtual Reality technology is the Oculus Rift. The Oculus Rift is virtual reality equipment that allows users to play video gaming in virtual worlds. At Western Washington University where I attend, we actually have a VR Lab in Miller Library. I am fortunate enough to have been able to play around with the technology and have a blast. The potential of this technology is truly unlimited regarding its benefits for humanity.

How Digital Marketers Can Use Virtual Reality

Marketers can use Virtual Reality in a plethora of ways, many of which have likely yet to be discovered or fully utilized. Below are some awesome examples of marketers utilizing this technology.

Lowe's Holoroom: Lowe's utilized VR in order to create a DIY skills training clinic called Holoroom. Holoroom was introduced to a few locations in the Spring of 2017. It allows customers to learn basic DIY skills, in step by step interactive virtual tutorials. This program demonstrates a way to teach consumers in ways that have never been possible before.

ANA "The Room" VR Tour: ANA the Japanese airline company, made a VR tour of their 777-300ER cabins to help market them. It was rolled out for press in Tokyo and London during events, where attendees were able to enter a virtual seating environment and experience the plane like they were actually in it.

Augmented Reality

On the other hand, Augmented Reality is a combination of real and virtual worlds. Given a real-world image or video, the technology augments real-world images with extra layers of digital information. In simpler terms Augmented Reality does not An example of Augmented Reality is Pokemon Go the game application. Using the camera function of the phone users are able to see Pokemon appearing in the real world.

How Digital Marketers Can Use Augmented Reality

Augmented Reality has the potential to be even more beneficial for marketing than VR simply due to its ability to place digital elements into the real world. Think about a world where you can try on clothes, shoes, or makeup before your order them online. Or where you can virtually place furniture in your home to see how it fits with the rest of the decor. This is now possible due to AR innovation. Below are some examples of companies that are utilizing augmented reality to do some amazing things.

Home Depot: Home Depot released an app called Project Color App. This app allows users to visualize paint colors within their house. It utilizes technology that takes into account lighting, objects, and shadows so users can see how the shade will actually look within their home. You can also use the app to visualize how other objects such as patio furniture, faucets, or other household appliances may look in your house.

Sephora: Sephora has created an augmented reality app titled Virtual Artist that allows users to see how makeup products will look on their faces. This really helps solve a problem that many makeup consumers have with making online purchases, being able to try the product out. It allows them to appeal to more tech-savvy consumers as well by providing them with this interactive experience.

Wrap-Up

Hopefully, some of these examples of VR and AR have provided some light on how useful they can be when marketing products or services. As these technologies become more advanced and widely available for use, marketers will begin to wonder how they ever marketed without it. Below are some links for more articles about AR and VR marketing. Thanks for reading, and see you in next week's edition of my digital marketing blog!

Hubspot Innovative VR/AR Examples

How AR, VR, and MR Are Transforming Marketing