It seems there is no escaping the behemoth of technological change. The last decade has seen a huge shift in the way that consumers consume and marketers market. It’s therefore important for businesses to keep up with this rapidly changing landscape by embracing and exploring new technologies. Scary? A little. Exciting? Definitely. Businesses of all sizes are trying to account and plan for the expense and ROI of new and advanced tools. But how do you do it? It’s a question worth exploring, as there are unquestionably demonstrable benefits of using immersive technologies, particularly when considered in the context of experiential marketing.
Immersive Technology: Practical Uses
First things first, let’s define what we mean by ‘immersive technology’. It’s essentially a broad term that covers mediums including virtual reality (VR), augmented reality (AR), and mixed reality (MR). And although these are unique from many other mediums used for marketing, they should be approached more or less the same way you’d use any marketing material. They don’t require the work of a wizard to get going. Simply determine who you are targeting, what challenges it will solve, and where your brand will utilize it.
Immersive Technology: Outstanding Results
Forget your Matrix-inspired aspirations for the moment (sorry!). Focus instead on some areas that your business can expect to get the most out of using immersive technologies. Although it of course depends on business niche and brand ethos, the below situations can really benefit from the technologies. Imagine a public-facing or industry-run event and consider:
- Product demos. The beauty of VR is that it allows you to see and demonstrate things that don’t physically exist yet. Imagine showing a proof of concept for a product that isn’t in the build stage yet. Savings could be huge, in both time and money, as you wouldn’t need to manufacture many different prototypes to demonstrate. This is particularly relevant to trade events, where you can engage customers and potential backers in huge numbers without risking an expensive physical model.
- Virtual experiences. If you’re at an expo and want to showcase a location or experience that is hundreds of miles away, immersive technology can transport the user to such as place. Again this broadens your potential customer base without the expense of having to actually take them there
- Training. Depending on your niche, a trade show or similar industry event could be the perfect time to start training people how to use your tech. Issues like cost and health and safety are greatly reduced, thanks to the use of immersive technology.
Let’s Talk ROI
There can be no denying the potential that VR, AR, and other technologies hold. From what was once the dream of gamers is now a very real prospect in terms of marketing and customer engagement. But is it financially viable? Again, this will depend on a lot of factors, but as we’ve demonstrated in all of our real-use examples, the possibilities are undeniable. The money that a brand could save with immersive technology is potentially huge, not to mention the other associated benefits in terms of time and logistics. And there is definitely more to come. As Deloitte explains, the digital reality trend is expected to gain momentum over the next 18-24 months. Can you afford not to get involved?
Immersive technology is changing the way we market to customers. The possibilities are exciting, and the market will no doubt develop rapidly. With a solid plan and the right insight, your business and your customers could benefit greatly from these technological advancements.