Top 8 Uses of Virtual Reality in Marketing
The advances in hardware like low-cost VR headsets and the popularity among users are both reasons for the investment in virtual reality. VR is no longer exclusive to the gaming industry, as it’s currently used in other markets and niches, including medical services, education, automotive, entertainment, workforce development, marketing, and advertisement.
This is why companies are trying to use this new technology to its fullest potential by incorporating virtual reality elements in their recent marketing efforts. In this article, we’ll talk about the top 8 virtual reality uses in marketing and how they can be used to optimize efforts and lead to better results.
Why Do Marketing Specialists Use VR in Marketing?
Marketers need to keep up with the new advancement in technology and should be able to incorporate it into their marketing efforts. Since VR is becoming more popular, it should be a crucial component of any marketing strategy aiming to increase revenues and establish or maintain a brand’s image.
The main reason why marketing experts use virtual reality in marketing is that it eliminates the gap between the experience and concept. Customers are able to engage in a digital experience that shows them the potential of a product or a service.
Virtual reality can also be used to show the company’s development. Investors, managers, and even consumers can see the progress of a single service or product to be more aware of its potential.
When used properly throughout the marketing process, VR can be used to increase the reach, convert potential clients into purchasing clients, and retain purchasing clients as recurring clients. This is why virtual reality should be on the to-do list of every marketing specialist if they haven’t started using it yet.
Top 8 Uses of Virtual Reality in Marketing
VR is used to create a more significant impact and inspire customers to choose a specific brand. Virtual reality helps consumers get a personal experience that shows them how a specific product or service will add value.
The following innovative examples show us how some talented marketing experts use VR to improve and alter their marketing efforts to achieve better results. These companies understood virtual reality benefits for marketing and used this technology in several inspiring ways.
New York Times and Brand Loyalty
To show their most loyal customers that they matter, New York Times delivered a VR headset that allows their readers to watch a virtual reality movie. Seeking Pluto’s Frigid Heart is a movie for space-obsessed readers who would like to know more about the mysterious dwarf planet.
Later, viewers were also offered a chance to watch The Displaced, a movie about the hardships that working kids have to endure in different parts of the world. The film later won the Lions Entertainment Grand Prix.
As a reader, receiving such a valuable headset and knowing that it can be used multiple times resulted in an increase in brand loyalty. It also encouraged more customers to become loyal customers of the brand to win similar gifts in the future.
Toms and Creating an Emotional Bond
Toms shoes launched a campaign in which the company offered to give away a pair of shoes for every pair that was purchased in the company’s real stores. At the store, customers were able to go on a virtual trip to a less privileged part of the world where they would actually give someone a pair of shoes.
The overall emotional experience increased customers’ satisfaction. They felt that they were fulfilling a need while doing something for a good cause. As a result, more people were interested in buying the company’s shoes, as they would be helping others while gaining something in return.
IKEA and Try Before You Buy
IKEA was and is a pioneer in the field of using VR in marketing as it incorporates this technology to help customers choose and stick to their choices. The company started by launching its VR Kitchen, which allows users to design a virtual kitchen, view it from different angles and heights, and interact with it.
This remodeling feature allows customers to make all the possible changes, so they can be more sure of their choices. As a result, customers were able to make faster choices, stick to them, and pay for the service. They even considered buying other products to include in their remodeled kitchens.
Carnival Cruise and Revenue Increase
As a successful way of increasing their revenues, Carnival Cruise managed to design a virtual reality trip that would take their potential customers to the Caribbean. Not only was this tool used to convince more people to buy the actual trip, but it gave travelers a clear glimpse of what they can expect on their tour.
By demonstrating the potential of the cruise, skeptical customers were convinced of the fun that they would enjoy on the trip. The VR cruise resulted in a huge increase in the company’s revenues.
HBO and Better Engagement
The makers of Game of Thrones understood how the show’s fans were obsessed with its characters and all the details, so they offered them an exciting experience that would take them on a real-like trip to some of the most iconic spots from the show. The idea was to take viewers on a trip in the elevator that leads to the top of the Wall at Castle Black at the North of Westeros.
This mind-blowing experience is a real representative of the immersion that VR can bring into the entertainment business. The virtual elevator moved in a way that made users feel like they were on an old elevator and the icy cold air added the needed real-like effect. Viewers were mind-blown, and this definitely kept them engaged with their favorite show.
Merrell and Showing Potential
Merrell, the hiking shoe brand, used VR to show clients the potential of their latest and most innovative hiking shoe using a multisensory hiking experience. The 4D tour involved using the hiking shoe in different terrains to explore its potential to the fullest. The tour also involved several obstacles and real-life situations that a hiker would most probably encounter on their tour.
Because it’s a very specialized market, the experts at Merrell were cautious about using realistic elements that would make their customers feel more engaged with the brand. People using the technology would feel more connected to the brand, as they can actually try the product in a real-life setting.
Lowe’s and Gathering Customer Data
Lowe’s managed to launch a VR experience that would encourage customers to try new products and incorporate them into their space. This technology would help customers see how their house will look once all the improvements are made.
By collecting data about the products that customers liked the most, Lowe’s was able to identify their most successful products. They gathered valuable marketing data that would be a great fuel to any new marketing strategy.
Oreo and Capturing Attention
In a niche that is characterized by very high competition, Oreo managed to capture customers’ attention by designing a virtual tour that would take them on a fun trip. Customers are transported through an Oreo portal and later travel in a land that is filled with the company’s latest products. Instead of a traditional ads campaign, incorporating VR managed to attract more customers.
It is fun, engaging, and works very well for capturing attention. As a result, the food industry is expected to see more applications of VR in marketing.
Using VR in elevating your marketing strategy to achieve better results is a decision that you won’t regret. However, things can be a little confusing, as you want to make sure that you’re using the right tools and tactics to achieve your goals.
At WeAR Studio, you will find experienced specialists who will advise you on how to use virtual reality applications to improve the results of your marketing efforts. All you have to do is contact us today, and we’ll be more than happy to help you decide on the right route.