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.