Noting that marketing and outreach efforts have expanded and changed over the course of the past few years would be a gross understatement. Thanks to the rise in digital marketing, companies can connect with consumers in more powerful and direct ways than ever before, reaching them on their smart devices instantly from anywhere, at any time.
Thus, it comes as no surprise that executives across almost every industry vertical are seeking to invest deeply in the initiative both now and in the future. In fact, according to a recent survey, 80% of companies have made plans to up their digital marketing spend over the course of the next year or two. Still, it’s hardly a static system as innovations are discovered and delivered almost daily. One of the more recent developments has been in the field of virtual reality (VR) and augmented reality (AR).
At first thought, these two concepts appear to be relatively dissimilar. After all, digital marketing is the use of internet technology to promote a brand, whether that’s through social media outreach, e-newsletter blasts, SMS messaging or a host of other avenues.
On the other hand, virtual reality is the simulation of a realistic environment via computer generation (typically via headset). Augmented reality is the juxtaposition of a computer-generated image onto a user’s view of the environment. At the onset, it can be difficult to discern how these three movements align until you remember who is at the centre of both equations: the customer.
A Shared Focus on UX and Customer Accessibility
Digital marketing, VR and AR are all concerned with improving the customer experience. For instance, realtors use VR headsets to allow potential homebuyers the opportunity to walk around the rooms of a home they’re interested in, even if they’re not able to visit the property in person. Augmented reality is being used to add a deeper level of detail to ordinary consumer experiences, prompting them toward further exploration. For example, some supermarkets are leveraging AR to create virtual food shelves that provide shoppers information on a food product’s ingredients, allergens, disposal instructions and more when they go to grab it.
In a similar vein, the crux of digital marketing is to make it easier than ever for consumers to connect with their favourite brands. It’s the sole reason companies create social media accounts and stick to a dedicated posting schedule. It’s why they implement opt-in messaging programs and invest in oversized digital billboards. At the end of the day, attracting the attention (and business) of their key audience is dependent on how accessible they make themselves.
Blurring the Lines: Making Space for VR in the Digital Marketing Landscape
With so much shared focus, it only makes sense that developers are looking at digital marketing initiatives and considering how VR can play a role in them. Right now, the biggest push away from traditional digital marketing campaigns and toward more tech-savvy AR or VR ones is the fact that while consumers still prefer to communicate with companies via electronic means over any other, they’re becoming more discerning about the advertisements they allow to pop into their daily lives. In fact, a recent study revealed that advertisement blocking adoption is up 30% and more than 615 million devices had pop-up blocking software installed. These insights, coupled with the fact that internet advertising costs have risen 12% over the past three years, prompt marketers to consider more customer-preferred, cost-effective techniques.
What will this look like? While it’s still a little early to tell, major developments are underway to change the way brands connect and communicate. To begin, expect more engaging and interactive displays that do more than simply promote a product. These will be designed to draw the customer in and deliver relevant and timely data needed to propel them toward the path to purchase. From interactive billboards featuring AR technology to promotional VR content appearing in the middle of gaming systems, the applications are as limitless as the imagination. If it sounds a little Jetsons-esque, that’s because it’s a new frontier that’s yet to be fully conquered. Are you ready to see what’s in store?
