Virtual Reality in Digital Marketing. Is the next big opportunity already here?

You may have only really heard about Virtual Reality in the ever popular movie, ‘The Matrix’. And whilst watching that movie you may have thought “wow this is crazy”! Well, that crazy is now upon us. While regular people don’t quite understand VR and how it operates, 75% of the top world brands have already integrated VR into their business strategies. But first, we must establish what is VR?

VR is the use of computer technology to create a simulated environment. It places a user inside of the experience, it does this by stimulating as many senses as possible including hearing, touch, smell and vision. In today’s society if a company creates a new website to build an online business, virtual reality marketing is one of the best ways to allow consumers to become closer to your products and services. Virtual Reality marketing simply allows consumers to be more emotionally connected to the product, as compared to traditional forms of media. It makes people feel like they are in a different place or time.

VR creates an entirely unique experiences to reach your customers. This forms a deeper connection between the consumer and the business. VR is a great platform to connect to customers, but organisations should remember that while VR is a great, interactive, creative and engaging way to connect to customers, the marketing message itself still needs to be impactful. While organisations create VR strategies, they should keep in mind their main message to attract increased customer engagement. Organisations should also not forget their existing audience. They should still be analysing how their audience consumes their products and services, and determine what channels are most preferred by their audience. Using tools such as Google Analytics is a great way to get a deeper insight to your audience and of course, their behaviour. Once organisations understand their primary set of customers that VR will attract, they can create the VR content accordingly.

Finally, VR should be used as a way to showcase all that your products have to offer. It should be a way to explore your products without stepping out of their front door. For example, the IKEA Virtual Store gives consumers an opportunity to explore rooms and departments at any times and browse products and then buy them.

Virtual Reality, whilst scary, is already evolving and is implemented worldwide. It is very important for marketing departments in organisations to keep up to date with these trends as when VR becomes a tool everybody uses, all brands and advertisers will be able to reach all customers and allow them to be fully immersed.

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