Virtual reality (VR) is fast emerging as a powerful marketing tool.
With eight of the world’s biggest tech companies releasing consumer VR headsets this year, and the world’s top platform companies Facebook and Google also jumping onboard, the virtual reality industry is developing at an astronomical pace!
This advancement means that brands and advertisers have a distinctive opportunity to capture a wider audience in an innovative and exciting way that’s never been done before!
The time is now
For brands and advertisers, it’s not a matter of deciding whether or not you should be integrating VR into your marketing strategy, it’s a matter of when! And the time is now. Virtual reality is going to affect every single industry. With high media and public interest in VR, early adopters will benefit from the exposure and be seen as leaders and innovators in their industries.
What makes VR marketing campaigns so successful?
VR solves the problem marketers have around awareness and engagement in the following ways:
- VR is fresh and new. Brands have the opportunity to capture a new kind of moment with shoppers and to establish themselves as leaders in their industries.
- VR is immersive. Users are completely immersed in the content. This means fewer distractions and more attention to the message.
- VR is memorable. VR experiences create a wow factor that leaves a lasting impression.
- VR is impactful. The intensity of a VR experience is far greater than your traditional marketing methods. VR experiences generate strong emotions in its users and studies have shown that users also feel more connected and engaged to a brand.
2016 VR consumer adoption
Have a look at the VR consumer adoption infographic below.
Earlier in June this year, Greenlight VR conducted a survey of almost 1300 U.S. consumers from 18 to 60 years of age – unfortunately no survey has been conducted by South Africa as yet cause we tend to lag behind in technology and are followers rather than leaders – but I believe that the consumer sentiments would reflect local as well as global trends.
Among respondents, 71 percent agree that a brand that sponsors VR is forward-thinking and modern, while 52 percent would like to be associated with that brand.
Furthermore, 62 percent indicated that they would feel more engaged with a brand that sponsors a VR experience, and 53 percent say they are more likely to purchase from a brand that sponsors a VR experience.
An overwhelming majority (91 percent) of respondents who had not used virtual reality previously, had positive feelings about VR when exposed to informational videos about virtual reality in the survey. Among these respondents, 65 percent said they were interested in VR; 58 percent were amazed; 49 percent felt excited; 32 percent were surprised; 25 percent felt happy; and 19 percent felt energetic.
Isn’t this how you want your customers to feel about your brand?
If this does not convince you that you should be incorporating VR into your content and marketing strategies, then continue doing what you’ve always done but don’t be surprised when your competition starts winning over your customers with innovative VR marketing campaigns.
Durable and easy to use with most Android or iPhones, the Google Cardboard inspired VR viewers will separate your brand from the rest in a truly innovative and memorable way.