VR & AR in Marketing: Beyond Hype, Real Applications for Your Brand
Hi Everyone,
Welcome to another edition of Mastering Marketing.
This week, I thought I'd talk about VR and AR. With the approach of the metaverse and with more users picking up VR headsets, marketers need to consider how they play in this space. I also talk about how brands are using both of these to deliver incredible campaigns in my new book, Marketing in Web 3.0 .
We'll also look at some interesting news stories from the week.
???? Mastering Marketing | VR & AR in Marketing
???? In the News | The Future of Retail: Augmented and Intelligent?
???? In the News | AI Enhancements for Pinterest and Google
???? In the News | Social Media Trends: X vs. Threads?
???? In the News | Google’s Spam Update - Complete!?
????Mastering Marketing | VR & AR in Marketing: Beyond Hype, Real Applications for Your Brand
In the growing world of immersive technologies, Virtual Reality (VR) and Augmented Reality (AR) have catapulted from science fiction to the brink of a marketing revolution. You’ve undoubtedly heard the buzz – VR headsets, AR filters, and digital overlays are infiltrating our online experiences. But what do these mean for your business?
Immersive technologies like Virtual Reality (VR) and Augmented Reality (AR) are not just the future but the present of marketing, with 70% of consumers already expecting brands to leverage these tools for enhanced interaction. [Source: Forbes]
VR immerses users in a completely virtual environment, offering an escape to a different world, while AR layers digital enhancements over our real-world environment, enriching reality without replacing it.
Despite the buzz these technologies have generated, it’s crucial to move beyond the hype. The true potential of VR and AR lies not in the novelty but in their ability to create deeply personalised and engaging customer experiences, transforming passive viewers into active participants in your brand’s story.
Our focus is on turning these ground-breaking technologies into scalable, impactful marketing strategies that drive real business results, ensuring that the excitement around VR and AR translates into tangible benefits for your brand.
The Promise of Immediacy and Engagement
At its core, VR plunges users into synthetic worlds, while AR overlays digital content onto the real world, all through the omnipresence of our beloved smartphones. Contrast this with traditional marketing, and the difference is clear – interactive stories, engaging product trials, and unprecedented levels of customer immersion are not just the future, they are the consumer expectation today.
Why Brands Are Going Immersive
The allure of VR and AR doesn’t just stem from the gimmicks – it fosters deep engagement and a profound three-dimensional context that is incredibly memorable. Brands can showcase products in a setting of the customers’ choosing, allowing for personalisation at an unmatched scale.
The retention of information via immersive technologies highlights it as an invaluable tool for complex products or services where understanding is key.
The Power of VR & AR Marketing
Leveraging the unparalleled capabilities of Virtual Reality (VR) and Augmented Reality (AR) in marketing not only elevates the consumer experience but serves as a game-changer for brands aiming to distinguish themselves in today’s competitive landscape.
Research supports this shift: consumers involved in a VR experience exhibit purchase intent increases of up to 90%, a statistic that cannot be ignored in any marketing strategy.
???? In The News | The Future of Retail: Augmented and Intelligent
The retail landscape is transforming with the integration of augmented reality (AR) and artificial intelligence (AI).
Retailers are leveraging these technologies to enhance customer experiences, streamline operations, and drive sales.?
AR allows customers to visualise products in their real-world environment, while AI provides personalised recommendations and automates inventory management. Read more about this change here.
AI Enhancements for Pinterest and Google
As we know, Artificial Intelligence (AI) is revolutionising digital marketing with tools that automate and optimise campaigns.?
Pinterest has introduced new AI features like Ad Labs and Performance+, which help create personalised ads and improve cost per acquisition
Read more about Pinterest’s plans for AI here .
Social Media Trends: X vs. Threads?
Marketers are showing a preference for X (formerly Twitter) over Threads, with 68% expecting better success on X. This highlights the ongoing battle between these platforms for dominance in the social media landscape.
Check out the latest HubSpot update blog , which dives deeper into the platform comparisons.?
Google’s Spam Update - Complete!?
Google’s latest spam update, which lasted seven days and was rolled out in June 2024, is now complete. The update aims to refine spam detection and reduce the visibility of low-quality, AI-generated content in search results.?
This update is part of Google’s ongoing efforts to improve search quality and user experience.?
Read more about the latest spam update here .?
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For The Love of Marketing - Marketing Podcast
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New Book | Marketing in Web 3.0: Artificial Intelligence, the Metaverse and the Future of Marketing
Explore the future of digital marketing with my latest book, "Marketing in Web 3.0". This comprehensive guide navigates the complexities of Web3, the metaverse, and AI.
This book is your roadmap to understanding how these technologies are reshaping marketing, offering strategies for gamification, immersive experiences, and beyond. Whether you're curious about where to start or how to lead your marketing team into this new era, "Marketing in Web 3.0" provides the insights needed for a seamless transition.
Pre-order now and be prepared to lead your brand into the future of digital marketing.
Here's an interesting read from my strategic marketing agency, SK…
FROM ADS TO EXPERIENCES: CRAFTING INTERACTIVE STORIES WITH AR
In the age of information overload, capturing attention and building lasting connections with consumers is a constant struggle for marketers. We’ve long known the power of storytelling – narratives that resonate emotionally leave a deeper impression than a barrage of dry product specifications. Storytelling has transcended from a mere marketing tactic to an essential art form.
Marketers and digital innovators are constantly seeking new ways to create immersive narratives for their audiences. This is where Augmented Reality (AR) steps in, offering a revolutionary way to weave captivating stories into your marketing strategy across all segments.
This evolution from traditional ads to full-fledged experiences is reshaping the marketing landscape, providing new opportunities to captivate and convert customers.
The Power of Storytelling in Marketing
Humans are hardwired for stories. From cave paintings to campfire tales, stories have always been a way to share knowledge, forge connections, and evoke emotions. Neuroscience backs this up – stories trigger the release of oxytocin, the hormone associated with trust and bonding.
Human connection is at the core of storytelling, with the ability to create a common experience and foster an emotional bond. Stories in marketing evoke feelings of trust and brand loyalty, traits that are invaluable in today’s cluttered digital noise.
Data supports the claim that narratives outperform traditional advertising in both recall and persuasion metrics. An engaging story has the power to make your brand memorable for all the right reasons.
Storytelling is such a powerful tool in marketing. A well-crafted story can:
Studies by [source: Neuroeconomics: The Decision Making Process] show that storytelling can increase brand recall by 26% and purchase intent by 34%.
Thanks for reading!
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About Simon
I have been helping companies with their marketing from start-ups to global organisations for over 25 years and I’m also the author of 2 best-selling books in the field. Whether it’s growth, branding, performance, content marketing, SEO or many other areas, I have helped companies all over the world to deliver market-leading results and I'd love to help you if I can.
Simon
Managing Director (Information Technology Consultant) & at TIM Technology Services Ltd and an Author.
4 个月Thank you for the sharing.