Virtual reality is nearly always associated exclusively with gaming circles. However, there are untold opportunities for marketers too. Between 2015 and 2020, virtual reality headsets are set to grow by 99%. In addition, it’s already taking off now.
Marketers need to understand how this new technology works and how they can take advantage of it for promotional purposes.
People Want Real
In 2016, 12 million virtual reality headsets are set to be shipped, but that illustrates a new need. Actually, it’s a need that has always been there, but the lack of technology meant it couldn’t exist in a commercial capacity until now.
Marketers always talk about giving consumers a realistic experience and moving away from traditional banner ads and 30-second commercials. Virtual reality finally brings us closer to that "real" experience. This is why every marketer should be taking a look at how it fits into their brand.
The Multi-Sensory Experience
Everyone knows that to create a full experience you have to hit all five senses. In other words, to do this you would have to stand in front of the person you are marketing to and perform your pitch. This isn’t practical or possible.
Nevertheless, the big benefit of virtual reality is it "lets you be there without being there." Virtual reality is a multi-sensory experience where you can hit all the five senses. Naturally, they are not all relevant to every industry, but the point is you have the choice.
A Better Retail Experience
The retail experience is difficult to replicate online. You can only see the photos of your items, which isn’t enough to know what you want to buy. As of right now, while this technology is in its early stages everyone is well aware of its potential.
In retail, it has the power to completely revolutionize the way people shop. The fashion industry, for example, allows people to see a piece of clothing in person. They can do everything but actually put the item on. It represents one step forward.
Another example of the potential of virtual reality in action is ordering a pizza. Rather than making a call, you can put on your headset and speak to a waiter face-to-face. They will show you the pizzas on offer and you can make your choice. In the future, you will even be able to smell the pizzas.
Virtual Reality Marketing Right Now
Many marketers have taken a look at virtual reality and decided they will take a closer look at it in the future. That’s not enough, though. There are companies taking advantage of it now, including the Marriott Hotel. Below is an example of how they have used early interest in this technology to market their brand.
For two weeks in 2014, they used the Oculus Rift headset to transport travelers from their hotel room to Hawaii. This is a multi-sensory experience, so as well as sights and sounds, virtual reality even made travelers feel the heat of the sun.
It gained almost 100% positive feedback and the experiment gained them 200,000 views on YouTube. Yet Marriott did next to nothing. They simply bought a few headsets and asked some of their guests to participate. It led to them acquiring a huge amount of business, as a result.
Will It Become Necessary?
Virtual reality is one of the top marketing trends for 2016. The potential for virtual reality to change everything ensures that this won’t be a trend that disappears anytime soon. It may take time to see it implemented and accepted among the public. The pace at which this technology is growing is unrivaled since the advent of the Internet itself.
Marketers are in a situation where they have to decide whether it’s time to commit to virtual reality. It involves taking a bold step and gearing your future plans towards it, but those who get in early are guaranteed a leg up on the competition.
While it would be foolish to completely abandon your other marketing plans now, think about how virtual reality can make the customer experience that much better. When the technology arrives in large enough numbers, you can easily make the switch.
Conclusion
As a last word, marketers are already making this a reality. Right now, you are lingering behind your competitors. Purchase a virtual reality headset and get a feel for how it works from the customer point of view.
Once you intimately understand this technology, you can decide how best to utilize it in your marketing campaigns.
