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Is this the real life, is this just fantasy? The Rise Of Virtual Reality In Marketing.

Marketing has taken control over our lives in so many ways, as many of the latest blog posts have showed. However, now it is not only taking centre stage in our physical life, but in a VIRTUAL way too. There really is no escaping the inevitable.

However, we must first establish; What is VIRTUAL REALITY?

According to (“What is Virtual Reality? – Virtual Reality Society”, 2019) it refers to, when a person becomes immersed in a virtual world, and is able to manipulate objects or even stimulate their senses to create an illusion of reality.

How does this relate to marketing?

Well, many companies have embraced this new technology and have skillfully used it to create hype about their products, or even to drive home messages to consumers through intangible experiences about how their life really would be enhanced by purchasing products or services from them.

A clever example of this has been introduced by Specsavers. They have analysed their market segments and understand that going into store and trying on a million pairs of glasses is not always possible in today’s time poor society.

So to make sure that they are not losing the clientele they have worked to gain they introduced a Virtual App to help you try on glasses from the comfort of your own home.

Photo sourced: IrishTechNews

Their user friendly App allows you to find the perfect frames in minutes, How fantastic is that?

What are the implications and benefit for digital marketing?

  1. Product testing: VR is clever way to not only give potential customers an experience of the products offered by a company, but it also results in key data which can be used by companies to understand HOW consumers interact with products, and ways that they can improve them before they are manufactured to become more desirable.
  2. Customer loyalty: As VR is still quite new to many people most new VR experiences offered by a company will help with building brand affiliation and loyalty, and will also help to keep the company top-of mind when purchasing.
    (Yawney, 2016) Predicts that most businesses will be using some form of virtual reality in their core marketing and business operations within 7-10 years.

Check out this video below that provide further insight into the impacts of virtual reality on digital marketing.

What other ways have you seen brands introduce virtual reality into their marketing, and what did you think of it?

Join the conversation and comment down below your thoughts!

Additional external readings and references

https://irishtechnews.ie/specsavers-launch-virtual-try-on-app/
https://www.specsavers.com.au/virtual-try-on

Sheetrit, G. (2017). 5 Ways Virtual Reality Will Impact Business in 2018. Retrieved from https://www.business.com/articles/5-ways-virtual-reality-will-impact-business-2018/

What is Virtual Reality? – Virtual Reality Society. (2019). Retrieved from https://www.vrs.org.uk/virtual-reality/what-is-virtual-reality.html

Yawney, T. (2016). What’s The Impact Of Virtual Reality On Marketing?. Retrieved from https://www.techwyse.com/blog/internet-marketing/whats-the-impact-of-virtual-reality-on-marketing/whats-the-impact-of-virtual-reality-on-marketing/

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18 Comments on “Is this the real life, is this just fantasy? The Rise Of Virtual Reality In Marketing.

    • That’s great that you’ve used it! It proves that they’re getting their desired reach.
      I think there’s still room for improvement through putting a wider range of frames on the website but it is definitely a great start.
      They could even put on potential frames to gauge consumer feedback before the manufacture them.
      There are a lot of options here for them.

  1. I think we aren’t too far away from completely virtual shopping experiences, scary stuff!

    • That us very true, however, I’m not sure if being able to feel the texture and weight of products will ever be able to be matched by virtual reality shopping.

  2. I think its great that brands are implementing VR to enhance customer experience. Not only that, but keeping up to date with new technological advances is so important to remain relevant and ‘stay with the pack’.

    • Exactly, although brands like Specsavers have made themselves ahead of the pack by appealing to the innovators and early adopters from the technology adoption cycle.

  3. This Spec Savers app looks amazing! I would definitely change to getting my glasses from Spec Savers for the convenience that their virtual reality feature offers.

  4. VR would definitely attract customers because it is a new experience, and people would spend more time using it as well!

    • Definitely! Before it becomes too easily accessible companies should offer it while they can to stand out from the crowd in largely over saturated markets

  5. I’m pretty sure I’ve seen that Sephora does a similar thing to Specsavers where you can try on makeup through the app! The only concern I would have with that is it might not look the same via virtual reality vs trying it on in person. But still a cool innovation!

    • I agree! For me physical shopping is much easier as texture and color is a big component that is hard to gain virtually.

  6. That’s true! VR is near reality and person would actually be presented with a version of reality that isn’t really there but would say to exist in the real world!

  7. It is really impressive what companies can now do with virtual reality. I know Samsung has virtual reality products where you can use it for apps, games and experimental experiences.

    • That sounds great! Do you think it could get to the extent where people struggle to differ reality from virtual reality?
      I think the potential is there, but there would need to be some rules in place

  8. So true! Just this morning I was on Amazon looking at new lamps for my desk and I got an option to see what it would look like in the room… so cool I was able to then see just how it would fit in with the rest of the room!

  9. Its so amazing how companies are doing this. One example that comes to mind is Porsche’s VR driving experiences available at promotional events, this way you can experience their products without the logistics and cost of taking a $500k+ car around a track.

    • That sounds like a great experience that will keep Porsche top of mind!
      VR is still largely new to a lot of markets, but so far the companies that have got it right have really spent time developing their experiences and making sure it suits their target markets.
      You can do all the VR in the world but if the experience does not entice your target market then you may not have the effective outcome you wanted to achieve.

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