Virtual Reality (VR) and Augmented Reality (AR) in Video Marketing

Both VR and AR are picking up speed in the video marketing world due to their effectiveness. Both these technologies create interactive and engaging environments, which can hold the attention of the audience. With VR and AR, brands can come out with unique and interesting ways of marketing strategies to capture the eyeballs of the public. Below, find out how VR and AR are changing video marketing, see some best-practice examples, and pick up recommendations on how you can integrate these technologies into your marketing mix.

Summary

This blog covers:

• Effects of Virtual and Augmented Reality in video marketing.
• Benefits of adopting VR and AR on customer engagement, personalization, conversion rates, brand differentiation, and data analysis.
• Examples of companies that have embedded VR and AR in their operations include IKEA, Sephora, Nike, The North Face, and Coca-Cola, among many others.
• Below are questions and answers for consumers about how both VR and AR are being used today in video marketing.

At the end of reading this blog, you will have learned how VR and AR can transform your video marketing strategy and contribute to the success of your business.

How VR and AR are Changing the Landscape of Video Marketing

Enhanced Customer Engagement

With VR and AR, users are able to experience something that cannot be done through normal and typical videos. In contrast, VR immerses the audience into a setting that does not exist at all, and AR overlays elements from the virtual world on the real world. These are far more entertaining and therefore they can assist the viewer grasp more information and be more likely to commit to an action.

For instance, using VR, customers may be transported to some location or provided with some context and then offered an opportunity to experience products or services. AR, on the other hand, may enhance tangible environments with supplementary data or attributes such as products and fitting trials that are not physically available. However, these are way more engaging hence they will remain imprinted in the mind of the viewer for a longer time.

Interactive and Personalized Experiences

VR and AR, in their ways, help brands create content that is more individualistic and, hence, more engaging. In general, targeted marketing experiences tend to be far more effective at capturing the interest of customers and creating a bond. In VR, users can investigate various features and characteristics of a product or service at their discretion; hence, they get a personalized approach.

While personalization only tries to make one-to-one, individualized experiences, AR goes way more ahead by letting people interact with the products in their space. For example, thanks to augmented reality apps, customers may see how a piece of furniture will look in their house or how the makeup will look on them. Such tailor-made experiences not only enrich the customer experience but also increase the chances of customers making a purchase.

Check out: Psychology of Video Marketing 

Increased Conversion Rates

Since VR and AR are highly engaging, they can be of great use in making decisions. They provide real-life-like experiences to customers, thus helping them make appropriate decisions. For instance, a customer who is able to see what a piece of furniture will look like in his living room using an AR application is likely to buy the furniture compared to a customer who only sees photos of the furniture online.

It has been observed that the more interesting and interactive the experiences are, the more likely conversion is. Therefore, brands can minimize customers’ errors and second thoughts about making purchases online, and consequently increase sales.

Brand Differentiation

VR and AR can create a niche for a brand to compete in an overly competitive market by offering something entirely different to attract the consumer. Adding innovative technology to the marketing mix will help improve corporate image and position the brand as an industry innovator. A company willing to offer a unique experience will more easily make a positive impression and be remembered by its customers.

For instance, The North Face VR experience allows clients to explore outdoor environments and test their gear virtually. It is initiatives such as these that make the brand differ from competitors. The use of VR and AR by brands enables them to carve distinct identities that keep them in a league of their own in the consumer’s mind.

Real-Time Data and Analytics

Valuable insights into customer behavior and preference come from VR and AR technologies. Interactions within VR environments or AR apps are tracked to draw valuable insight into what really works with the audience. The data can be used in refining marketing strategies, personalization of content, and enhancing the overall effectiveness of campaigns.

For instance, seeing which products customers are using most within an AR app helps to identify the more favorable products for the brand while working on their marketing campaigns. Real-time insights provided from VR experiences can help brands understand user preferences and optimal interactions, therefore optimize content and provide a better experience for users.

Examples of Brands Successfully Using VR and AR

IKEA Place App

IKEA has taken advantage of AR in developing the IKEA Place app, through which customers see how the furniture will look in their homes. In this regard, customers are able to take a picture of a room using their smartphone, then place virtual furniture, rotate it, and see how it will look in that particular room. With such an AR experience, there is comfort in making purchases with reduced risks associated with buying furniture online.

The success of the app can be attributed to its being more realistic than the rest and less static. It helps customers try different furniture arrangements and designs and hence find shopping more interesting and fulfilling. Thus, IKEA Place has augmented customer experience and added to the growth in online sales.

Sephora Virtual Artist

The Sephora Virtual Artist app gives the users the option to virtually try makeup products with AR. Using customers’ smartphone cameras, they might see how certain products fit, including lipsticks and eyeshadows. Virtual reality allows customers to try on several styles without any need for physical products.

The app has been beneficial for Sephora in a way that it enriched customers’ engagement and revenues. Sephora’s facilitated customers to buy the required products with more personalized and interactive shopping.

Nike’s AR Shoe Try-On

Nike has also entered AR with the try-on feature of its shoes; AR lets customers virtually try them on with the help of a phone camera. These augmented reality experiences let customers pick the right size and fashion without having to physically pay store visits. The camera just needs to be pointed at the feet to create an idea as to how different shoes would look and which one they would prefer.

Nike increased customer satisfaction by adopting the AR fitting feature, boosting online sales in the process. Nike made shopping easy and interactive, ensuring that customers received the right shoes and stayed informed without much hassle.

Explore Now: Personalization in Video Marketing

The North Face VR Experience

The North Face has employed VR technology to provide customers with virtual experiences of the outdoors and product trials. In some of its shops, the company allows the clients to wear a VR headset. They can go on a virtual journey, for example, climbing the Yosemite National Park or exploring the Arctic.

VR experience improves the in-store experience. It also fosters brand loyalty through creating a positive and valued experience.  Customers can see firsthand how The North Face gear performs in different environments. This makes them more likely to trust the brand and make a purchase.

Coca-Cola’s AR Marketing Campaigns

It has introduced various AR marketing campaigns. These are more personal with customers for the brand. This makes their interactions with the brand quite memorable. The “Magic Coke Bottle” campaign is one of the first examples, embedding AR into Coca-Cola bottles to make them more interactive. Customers scan a Coca-Cola bottle with the use of their smartphone. By doing so, they activate different AR experiences like virtual games and animations.

These AR campaigns have helped the brand capture the attention of its customers and increasing engagement. Coca-Cola created positive associations with its brand and enhaced engagement.

FAQs 

Conclusion

Recap

The application of VR and AR in video marketing is state of the art since it allows for more captivating and interactive ways of engaging the customers. Thus, the application of such technologies helps brands improve the circulation with customers, achieve higher conversion rates, stand out in close competition, and collect useful data.

Final Thoughts

Considering the impact that VR and AR have on the business world, it is possible to state that they have great potential for creating new marketing strategies. The brands that adopted these technologies can therefore develop unique and unique experiences to the targeted customer and boost the company’s performance.

Call to Action

To that end, we recommend investigating VR and AR and playing with the ways to include them in marketing initiatives. Feel free to also comment below and share your experiences and insights on how we can all continue to explore the possibilities of Virtual and Augmented reality as marketers.