VR in Marketing
Gone are the days when a simple billboard would sell a product, even the ever-increasing advertisements have made consumers skip them, in this ever-changing and fast-paced digital world, how do brands compete with each other? Consider a bar of chocolate which is very good but is only known in a few places in a small locality versus chocolate of a bigger company with a strong marketing team. Chances are, we will hear and would have tasted the latter. That is the power of marketing. As technology evolved, so did the standard of living and with that came different companies offering solutions or products for a better life. While these companies have strived to make their products better, many times, how a product is marketed ensures its success.
The boom of the internet has ensured that we can reach a larger base of audience, the free flow of information means also that it is tougher to grasp the attention of the audience and with features like ad blockers etc, how do brands really make their products through to the aam janta? The exciting answer is VR. You may ask why VR, there are not one but many reasons for the same.
With VR, what companies can provide their customers that other mediums cannot is a unique experience. Here, the company decides what the user will see and the audience on the other hand will have a different feeling. This helps form a deeper connection between the company and the product. Case in point, few years ago, The New York Times delivered Google cardboard glasses with a VR film to only their most loyal customers, therefore acting as an incentive for brand loyalty. The film appealed to the intellectuals and philanthropists. The two films, ‘Seeking pluto’s Frigid Heart and ‘The Displaced’ offered the users to explore the terrain of Pluto and in the latter, they got an intimate glimpse of the ways in which kids all over the world have been displaced due to war.
What is promotional activity achieved was to reinforce the brand loyalty of the customers for all the three products: the glasses, The New York Times and the films. A win-win for all!
Through VR, companies can surely block the notorious ‘ad blocker’ that are prevalent on the various applications. What VR does here is offer a way around this by creating an entire experience for the target audience to immerse themselves in. Although the whole VR experience could be an ad, it’s unique positioning, making the audience more receptive to its content.
Another reason which boosts the strength of the use of VR is the combination of the social media platforms in supporting VR. Facebook, for instance, revealed the Oculus Go, signalling its investment in VR. There are even Oculus Rooms where one can hang out with their friends in virtual rooms. With big brands associated with it, it is even more likely that the general population will quickly adopt it.
What we understand from these examples and strengths is that this new immersive experience allows the users to connect in a new way. It also means they make the campaign a success by touching a certain level of personal experience for the audiences. Thus, today’s VR-based campaigns prove that now more than ever, innovative marketing strategies involve offering some sort of unique, immersive experience---something that touches people’s lives, and hearts, in a brand-new way.