understand why you should use this innovation now! – WAU
Always present in works of fiction, virtual reality has become part of the real world in recent years, and has become the target of immense initiatives. Some of the most respected brands in the world, such as Google, Facebook and Sony entered the area head on, with projects of very high investment and repercussion. But obviously, it’s not just […]
Always present in works of fiction, virtual reality has become part of the real world in recent years, and has become the target of immense initiatives.
Some of the most respected brands in the world, such as Google, Facebook and Sony entered the area head on, with projects of very high investment and repercussion.
But, obviously, it is not only through exposure that these brands are dedicating time and resources to the creation of VR projects.
The applications of this technology for business are impressive, especially in areas such as marketing and sales.
And the good news is that it is no longer restricted to tech giants. You can (and should) start applying virtual reality to your business strategy yourself.
Want to know how? So read on to find out everything you need to know about virtual reality marketing!
What is virtual reality?
As the name implies, virtual reality is an experience that makes a virtual setting feel much more real.
In some cases, it is almost as if you are taken to a new reality. As well?
For example, if you play video games, you can take control of a character, act like him, even think like him. But in the end, the immersion is only partial.
After all, you are on the sofa in your house, with a controller in hand, and the universe of that game is on a screen in front of you.
Now imagine that you were taken into the game. Without screens, wherever you looked it would be a part of the scene.
The game’s interactions, dangers and emotions would be much more real and intense, right? This is the proposal of virtual reality!
Other uses of VR would be, for example, to create the exact feeling of riding a roller coaster or to test drive a car without actually driving it.
Why use virtual reality in your marketing strategy?
Virtual reality undoubtedly draws attention, and knowing that this concept can have practical applications for different aspects of a company is encouraging.
On the other hand, a common feeling in the face of such an innovative technology is to think that the company is not yet ready to adopt it.
Especially in large companies, which in many cases have more conservative decision makers, the idea of investing in something of this nature can be frightening.
But here are just 3 good reasons why you shouldn’t wait to implement virtual reality marketing:
Virtual reality is already among us
Virtual reality is no longer an idea for the future, a concept that may see the first applications in a few years. She’s in action now!
It is true that the most well-known cases are still of international brands, some of them with worldwide recognition. But on second thought, this is a positive thing.
After all, it shows that it is a strategy that is worth pursuing, but that is still little explored by most companies.
In other words, whoever uses VR first (in the right way, it’s good to remember) will impress the public and still become a reference in the market of which they are a part.
Immersion has an influence on buyer behavior
The immersion that virtual reality provides is much greater than that of any other medium that exists today, and has a great effect on consumer behavior.
Experiences with virtual reality affect areas of our brain responsible for making us make purchasing decisions.
Therefore, virtual reality marketing has everything to present excellent conversion rates, especially when used in conjunction with other tactics already known.
It’s the next step in content consumption
Just think a little about how we have been consuming content on the web:
- text: the most common form of content, present in blog posts, e-books and other types of material;
- images: used as text complements or alone (in infographic format);
- videos: one of the biggest trends in digital marketing, videos have become powerful weapons of any strategy.
Notice how each element adds an additional visual layer to the content, making it more interesting, relevant and interactive.
Naturally, the experience with virtual reality may be just the next step, placing users at the center of the content, as part of it.
How to do virtual reality marketing?
Virtual reality marketing, precisely because it is relatively new, still does not have as much instructional content as Content Marketing and other better known options in the market.
However, you are not without information that could be of help to carry it out successfully.
First of all, you need to stick to the principle behind any successful digital marketing strategy. The idea is always generate value to keep interest alive.
In addition to this fundamental principle, here are some tips for you to venture into this new world, but without taking unnecessary risks:
Get ready for new interaction possibilities
The possibilities for interacting with customers are almost limitless with the use of virtual reality. Therefore, the first rule that you should keep in mind when embarking on this journey is not to be afraid to explore unknown paths.
Think of the interactions that would make the most sense for the goals your company wants to achieve.
You can create experiences that help your audience get to know a product better, engage more with the brand, or even test a new solution that you plan to launch.
Experience virtual reality on your own
The famous golden rule – do what you want for others – applies well in the case of virtual reality marketing.
And how do you know what you want? There is no better way to experience VR on your own!
Perhaps more than in any other form of marketing, feeling for yourself what this immersion experience is about is fundamental to being able to do a good job of applying it.
That way, you will be able to reach more creative solutions and relevant to your persona.
Have a long-term plan
Another essential point is that you don’t just think about short-term results, but virtual reality marketing as a long-term plan.
Nowadays there are still relatively few companies that bet on this type of experience, but in a short time the scenario will be quite different.
Taking this into account will help you understand that virtual reality can still evolve to the point of reshape the way people consume content and even the way they choose the products they want to buy.
Don’t copy anyone, innovate!
When creating your marketing actions, or even before that, studying what others have done, you are likely to find several inspiring cases.
Some of them may even fit what you set as an objective and the profile of the audience you want to engage with, and it’s okay to copy ideas if that’s the case.
Just don’t let your marketing plan be made up entirely of ideas that others have already put into practice. Be willing to innovate, get out of what has already become common.
Remember: virtual reality needs content
Virtual reality is the platform and not the idea. This is a fact that needs to be recorded in your memory.
Doing so will protect you from the risk of thinking that just because you invested in VR, just wait for the results.
In fact, now that you are creating a more immersive experience, your marketing team will be even more demanding in terms of the quality of the content and actions produced.
Therefore, innovating in ideas and producing quality content are more important than ever when creating virtual reality campaigns.
4 ways to invest in virtual reality marketing
There are several ways to invest in virtual reality marketing, from the simplest to full immersion experiences.
I will highlight the 4 most common ways to do this. The first 3 are ideal for those just starting out and want to try a little before investing heavily.
The latter is already for those who are already convinced of the value of this strategy and really want to take the breath away from customers (and competitors) with this innovation. Look:
Cardboards are devices that increase immersion, and serve as a kind of “homemade VR glasses”. They can be made of cheap materials and with little effort by the users themselves.
Even big companies like Google, Coca-Cola and McDonald’s have already made use of this simple solution, which also serves as proof that investing in virtual reality does not have to be expensive.
2. 360 ° videos
Nowadays, there are several camera options that record videos in 360º and can help in creating interactive experiences to engage your audience.
Then, you can go shopping and purchase equipment that helps in creating actions that engage your audience.
3. Virtual reality applications
Virtual reality apps are also great ways to ensure that virtual reality marketing is an ongoing effort for your company, and is not limited to campaigns that end soon.
In addition, it will be possible to learn from mistakes and successes as users indicate what needs to be improved so that they remain interested.
4. Immersive campaigns
If you are already convinced of the power of virtual reality marketing and have the resources to invest with greater firepower, this may be the right solution.
Complete immersion campaigns, like the ones we will see below, can go even further in winning customers and getting exposure for the brand.
For this, the most appropriate is to count on the help of a partner agency that is able to lead the creation of high impact campaigns, so that the invested resources bring good marketing ROI.
4 examples of virtual reality in marketing
Successful examples and cases are always an incredible source of inspiration when we learn about new marketing techniques and strategies.
In this case, which mixes technology and storytelling then, we don’t even talk! Without taking too long, see 4 examples of VR in action in marketing around the world:
1. New York Times
The New York Times caused its readers to “enter” the story of people who are driven out of their homes by war. How?
Through an app and a cardboard, real cases were shown from a totally unique point of view to the public.
Over 1.5 million people have read the content, and the NYT has managed to connect with a new generation of readers in a totally innovative way.
The clothing and track shoes brand created an interactive experience, in which users took a radical walk through virtual reality.
The idea was to promote the launch of Merrell Capra, the most advanced shoe of the brand so far.
The results were impressive, as half a million people worldwide were impacted by the action. Certainly the brand gained a different status after that.
Fashion shows are highly private events for few guests. Fortunately, for Dior fans, it was possible to break that barrier with the help of virtual reality.
The fashion brand created its own VR headset called Dior Eyes, which allowed customers to see the backstage of an important fashion show while walking through the company’s stores.
What would you say about taking a test drive in a car that hasn’t even shown up in showrooms? This is exactly what the 2014 Volvo Reality campaign (do you see how today’s RV is not?) Did.
The brand achieved no less than 238 million impressions on social media, apart from the incredible case that continues to be reproduced after years.
Virtual reality marketing is still a novelty, but it should already be taken seriously by brands from all segments, and not only as a showcase, but as a tool for conversion optimization.
It makes perfect sense to start now, while the market is not yet flooded with VR solutions.
Virtual reality is another trend in Digital Transformation. But do you know what that is? Now understand this concept and what are its impacts on society!