Today's markets are driven more and more by the needs and desires of consumers. As technology advances, those desires change and it is crucial for a brand to keep pace with those changes. Augmented reality (AR) and Virtual Reality (VR) are an emerging trend within marketing and sales strategies, one that allows brands to give their customers unique and innovative experiences.
VR/AR-based campaigns prove that now more than ever, innovative marketing strategies involve offering some sort of unique experience. If you are ready to to follow other brave brands implement VR/AR in your content strategy, here is what you need to keep in mind :
1. VR/AR Is The Platform, Not The Message
VR and AR open the doors to more interactive, creative, and engaging content and adds. The impact these technologies can make on an ad campaign is huge, and yet it still has to provide valuable branded experiences. While creating your virtual reality/augmented reality marketing strategy, you need keep in mind what your main message is if you want to attract increased customer interest.
2. Think About Your Existing Audience
One of the most important thing is to analyze how the audience consumes your content already. Figure out which channels they use to learn about your company, whether it is social media, YouTube, your website or app. Use Google Analytics and other audience analytic tools to get get deeper insights of your audience and its behavior. Once you know which is the primary medium for your customers, you can incorporate VR/AR content accordingly.
3. Use Immersive Storytelling
Similar to social media, if you don’t live the channel, you’re bound to fail. Back in the days, film was the most immersive storytelling medium. However, people were just watching. Today, virtual reality/augmented reality provide a feeling of presence, which makes it a powerful tool of brand storytelling. Make sure that your VR/AR marketing strategy crafts a strong narrative for your user’s journey within your video. You can make user experience even more engaging by using interactivity and visual and audio cues to make the story more impactful.
4. Showcase Your Products
Virtual reality and augmented reality marketing provide customers a chance to explore your products without stepping into your store. A great example of this is the IKEA Virtual Store that gives an opportunity to explore room departments at any time. This enabled customers browse and even buy products without leaving their couch.
Virtual reality (VR) technology is not passing fads. Once just the sci-fi creation of film makers, now the technology exists, and it’s already being used to great effect by many early adopters.
Although the HR sector may be slower to adopt the technology, the possible application areas of VR in the HR domain are phenomenal.
In HR, it’s important to keep things fresh. Virtual reality can be used in many different areas of the field, but seems to be most valuable to the employee recruitment and onboarding processes.
Here are just a few ideas to get you started.
Recruitment : Virtual Reality training can provide an opportunity for hiring teams to see candidates perform in the role they are seeking to fill before any decisions are made. By providing a controlled environment for a candidate to showcase their capabilities, measurable metrics are produced that aid in hiring decisions. This data provides a picture of a candidate’s capabilities, and this extends well beyond a resume or first impression.
Training : One of the most consistently cited reasons for leaving a company, just below the ever-present of simply wanting a higher salary, is lack of development opportunities. Not only does more and better training mean more efficient employees – it also makes people happier and more engaged with the business. And that makes them easier to retain. If you go into work every day thinking about the good day ahead, you’re less likely to leave, and how a company helps you develop is a key part of this.
Onboarding : Virtual reality gives you the opportunity to thrill and excite new employees with a rich, immersive experience. Whether it’s conveying your company’s mission and vision directly from the CEO, interactive sessions to get employees up to speed, or giving a realistic feel of company culture – an immersive VR experience can go a long way to making new employees feel like they belong at your company. A standardised Virtual Reality onboarding process also dramatically reduces the workload of HR managers by automating monotonous onboarding practices.