Augmented reality and virtual reality are two of the hottest topics in digital marketing. We have already seen AR and VR in many areas of our lives: from entertainment, education, and gaming to shopping and retail.
Currently, both AR and VR are still in their early stages so there is a lot of room for experimentation with these technologies. It’s only natural that marketers see the potential of augmented reality (AR) and virtual reality (VR) – they want to be on trend when using new technologies but also want to maximize return on investment (ROI).
| Takeaways |
|---|
| 1. Augmented and virtual reality will revolutionize digital marketing strategies by providing immersive experiences for users. |
| 2. Businesses can leverage AR/VR technologies for interactive ads, virtual product demonstrations, and branded experiences. |
| 3. Industries like retail, real estate, tourism, and entertainment will benefit greatly from integrating AR/VR into their marketing campaigns. |
| 4. AR/VR experiences can significantly impact consumer behavior, leading to better engagement and emotional connections with brands. |
| 5. While AR/VR offers exciting opportunities, businesses must be prepared to address challenges such as implementation costs and technological barriers. |
Augmented Reality (AR)
Augmented reality is the merging of real-world and computer-generated environments. It’s a live view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics, or GPS data.
AR is becoming more commonplace in mobile apps and games all the time if you use Pokémon GO on your iPhone or Android device, for instance, you’re already familiar with it.
AR has been around in some form since at least 1993 when Sega released their Sega VR headset for arcades that could be used in conjunction with their “Virtua Fighter” and “Virtua Cop” arcade games (video). The technology hasn’t exactly been cutting edge since then though until now!
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Virtual Reality (VR)
Virtual Reality (VR) is a 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, such as a helmet with a screen inside or gloves fitted with sensors.
VR has been used primarily in entertainment and gaming, but it is also beginning to be utilized for educational, marketing, and other purposes (e.g., psychological therapy).
How VR Works
Augmented reality is a live view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics, or GPS data. It’s a technology that adds to your experience.
For example, if you’re looking at your smartphone and there’s an AR app open that shows the information on your screen about what’s in front of you (like the nearest coffee shop), that’s an example of augmented reality: The phone is showing you something new in the real world.
Virtual reality (VR) replaces the world around us with one created by computers for the user to interact with.
VR takes place in a completely digital environment generated by computer software and hardware where users can create a visual experience using imagery and sounds made through various devices such as headsets or gloves fitted with sensors attached to them so they can feel their hands moving within this virtual space
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How Art Works
AR is a computer-generated image that is superimposed on a user’s view of the real world. The main difference between AR and VR is that in AR, virtual objects are displayed over real objects, while in VR, they replace them altogether.
AR has many applications across various types of industries including gaming, education, medical sciences, and retail.
For example: in retail marketing through AR apps like Ikea Place (which lets you place furniture from the retailer into your living room) or Amazon’s Treasure Truck (which delivers treasures to your door), users can “try out” products before buying them with their phones or tablets.
In addition to helping customers make buying decisions by seeing how products might look in their homes or offices whether it be clothing accessories or office supplies, these apps also allow brands to interact with consumers on social media platforms like Facebook Messenger when they share pictures of themselves using the app’s features.
Examples of AR and VR in online marketing
Although VR and AR are still very much in their early days, they’ve already started to influence digital marketing. Here are some examples of how major brands have started using these technologies:
Ikea Place and IKEA Catalog app – Augmented Reality
Google Maps – Augmented Reality
Amazon, Wayfair, and Houzz Shop the Room – Mixed Reality (AR)
MBUX/Mercedes-Benz, Jaguar/Land Rover, Audi, BMW, and other car manufacturers – Virtual Reality
Ikea Place And Ikea Catalog App – AR
Ikea Place and IKEA Catalog app-AR
The Ikea Place app is an augmented reality tool that lets you place furniture in your home, allowing you to see how it looks before actually buying it.
Using the app is simple: choose a room, choose a piece of furniture, and move them around until they’re in their perfect position. The Ikea Catalog app uses AR to make browsing products easier as if shopping online wasn’t enough of an advantage already!
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Google Maps – AR
Augmented reality is a great way to show off products and locations. With AR, you can create an interactive 3D environment that enables you to present your product or service uniquely.
This could look like anything from an augmented reality app where users “try on” clothing items (like the Gap), or it could be as simple as displaying information about a product in real life (like Amazon’s Echo Show).
Augmented Reality also has many uses outside of marketing. For example, Google Maps now supports both vertical and horizontal directions which will help improve navigation on mobile devices with limited screen space such as smartwatches or eyeglasses.
Amazon, Wayfair, And Houzz Shop The Room-AR
Imagine you’re in the store, picking out a couch for your living room. You know the one you want, but it’s on the other side of the store, and you don’t feel like walking through all of them again to get there.
With Amazon’s Shop the Room-AR feature, you just have to hold your phone up to take a picture of what you want whether that’s an item or a space and then they’ll tell you where it is in real life. Pretty cool stuff!
Mbox/Mercedes-Benz, Jaguar/Land Rover, Audi, BMW And Other Car Manufacturers-VR
MBUX/Mercedes-Benz
The Mercedes-Benz User Experience (MBUX) is an advanced infotainment system with a powerful artificial intelligence (AI) that allows for real-time data analysis and feedback. This system uses natural language processing technology to interpret what the driver wants, allowing them to have a dialogue with their car.
For example, when you say “call my mom” or “take me home” it will know exactly who your mother is and how to get her number.
It also learns from each interaction so it can better serve its owner over time by learning what they like and don’t like about driving their car. This kind of AI will be used more frequently in the future as it allows marketers to target consumers more accurately than ever before because they’re able to understand their needs better than traditional methods alone allow for.”
Ricoh Theta – VR
Ricoh Theta is a spherical camera that can be used to create VR content, as well as 360-degree photos.
It’s one of the more popular consumer cameras on the market and has been used by organizations from around the globe, including NASA and Google. With its ability to create immersive experiences for viewers, Ricoh Theta has become an essential tool for visual storytelling across all industries.
Makeup On Me – AR
The Makeup on Me app is a great example of how AR will revolutionize digital marketing. It allows you to virtually try on makeup, sunglasses, jewelry, and even hair! With this type of technology available, consumers will be able to get a more realistic sense of what they’re purchasing before they purchase it.
This could lead to higher conversion rates and greater customer satisfaction because people are more likely to buy products that they know will look good on them.
In addition to helping, companies sell products through their apps and websites, augmented reality also has the potential to improve the buying process by allowing customers who are shopping online (or in stores) for an item like clothing or shoes to see how it looks on their body before completing the transaction.
This would solve one of the most common problems with online shopping: not knowing whether or not something fits until after you have paid for it!
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Warby Parker Try-On App-AR
Warby Parker is an online eyewear retailer that has been using AR to let customers try on glasses without having to go to a store. The app uses a phone’s camera and flash, allowing you to see how the glasses will look on your face.
Lacma (Los Angeles County Museum Of Art) – AR And VR
The Los Angeles County Museum of Art (LACMA) is one example of a museum that uses AR and VR to help its visitors navigate the museum space. In some cases, they’re using AR to help visitors find their way through the building.
For example, if you’re on the third floor of LACMA and you need to get to another exhibit on the first floor, a placard could pop up with directions for getting there by way of an elevator or staircase.
In other cases, such as in their rooftop sculpture garden or new pavilion for modern artworks both recent additions since launching their initial app visitors are guided through these spaces via 360-degree views that appear as overlays on top of images from Google Maps or Street View.
All it takes is pointing your phone at a room full of paintings, sculptures, or even mannequins for a mini tour guide who can tell you about each piece’s history or creator!
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Conclusion
VR and AR technology will change how people interact with brands, and digital marketing strategies should be prepared for this. Companies that are not able to keep up with these changes may find themselves losing customers and falling behind their competition.
Further Reading
Smart Insights – Marketing Using Virtual and Augmented Reality: Stay updated with the latest trends and strategies in marketing using virtual and augmented reality with Smart Insights.
Official Social Star – How Will Augmented and Virtual Reality Influence Digital Marketing: Discover the potential impact of augmented and virtual reality on digital marketing and its implications for businesses.
AdRoll Blog – Augmented and Virtual Reality in Marketing: Learn how leading marketers leverage augmented and virtual reality to create innovative and engaging marketing campaigns.
FAQs
What is the significance of augmented and virtual reality in digital marketing?
Augmented and virtual reality offer immersive and interactive experiences for users, enabling brands to create unique and memorable marketing campaigns.
How can businesses integrate augmented and virtual reality into their marketing strategies?
Businesses can incorporate augmented and virtual reality through interactive ads, virtual product demonstrations, and branded AR/VR experiences.
What industries can benefit the most from augmented and virtual reality in marketing?
Industries like retail, real estate, tourism, and entertainment can leverage augmented and virtual reality to enhance customer experiences and drive engagement.
How does augmented and virtual reality impact consumer behavior?
Augmented and virtual reality experiences can influence consumer decision-making by providing a deeper understanding of products and services and fostering emotional connections with brands.
What are the challenges and limitations of using augmented and virtual reality in marketing?
Challenges include the high cost of implementation, technological barriers, and the need to continuously innovate to stay relevant in a rapidly evolving landscape.
Costantine Edward is a digital marketing expert, freelance writer, and entrepreneur who helps people attain financial freedom. I’ve been working in marketing since I was 18 years old and have managed to build a successful career doing what I love.