The Future is (Almost) Here

You may have seen headlines or snippets here and there about virtual, augmented, and mixed reality being used in business settings but let’s see exactly what these alternate realities can offer marketers and their consumers. 

First, let’s define some things.

Virtual reality (VR) is what we call a three dimensional, computer generated environment. It usually requires a headset that the user must own to experience the virtual setting. 

Augmented reality (AR) is when we use technology to superimpose information such as sound, images, or text over our real world setting. AR has been made popular by social media apps like Snapchat. Without even realizing it, people are becoming versed in AR without understanding the potential it has for the marketing industry. 

Mixed reality (MR) is a combination of virtual and augmented reality; using a piece of hardware to create a virtual settings relevant to real time and space. 

Why are companies investing in these new technologies? 

VR, AR, and MR open a myriad of possibilities for marketers at almost any company. Many companies are beginning to explore this technology and eventually I expect it will be a normal part of marketing strategies. This is one reason why companies are investing in this technology: you don’t want to be behind the curve. Particularly if you see your industry leaning into VR, AR, or MR, it would be wise to begin exploring what it would mean to implement this technology into your own company. 

We love storytelling… and if a picture is worth a thousand words, imagine how impactful a VR or MR experience may be in sharing your brand’s story. When used correctly, this technology can help you spread your mission or share content with consumers that can elicit a higher emotional connection.

What better way to entice your customers with your product or service then allowing them to experience it without commitment? Giving consumers the chance to interact with a product is powerful, (why we offer free samples and trials) but for products where this may not be an option, VR and AR technology may be a useful alternative tool. 

Here are some tips for how a marketer might consider using these technologies: 

1. Using VR to provide content relevant to your brand. The fashion brand Topshop offered the chance for people to view a fashion show live stream. As attending an event like this is not common for many people, therefore this VR experience offered unique and memorable content directly to consumers. 
2. By using AR, MTV incentivize people to watch the 2018 EMA Award Show in London on TV. Using AR with a smartphone app, viewers were engaged with the TV program by having the opportunity to interact with different objects during certain performances. While TVs may becoming less popular with the rise of streaming, AR breaths some new life into traditional programing. 
3. Marketers should also consider using AR in online retail situations. Often people reject making a purchase online because they have no way to judge whether it will satisfy their needs. AR allows for a user to test a product they may otherwise have thought to purchase only in a brick and mortar store. For example, shopping for new makeup online can be very risky as there is no way to test the product, but Sephora has introduced an AR app that allows users to test how certain products may look before they puchse their makeup product online
4. Marketers should consider how using MR could assist with many tasks such as data collection and add targeting, spam, and search engine structure. Check out this super interesting article to see how marketers can being adjusting their tasks with MR technology at hand.

If these alternate realities are considered the future, as a marketer it is in your job to understand and harness the power of this technology. (Not being a step ahead means you are already a step behind, am I right?). But before you go crazy with all this new stuff, take a second to think about the ethics and implications of using this technology in your business. Do you see places where this could cause harm? If so it doesn’t necessarily mean we should not proceed with technological advances, but we must consider the possible good, bad, and ugly results of alternate realities as they are steadily becoming more popular among both businesses and consumers.