The future isn’t real. However, the synthetic future provides a bulletproof way to engage with your audience via virtual reality marketing.
We stand on the cusp of a new revolution in digital marketing, and your prospects will soon shop in virtual storefronts.
You can capitalize on this, and we’re going to show you how. As long as you are quick to enhance your customer experience, you stand on solid ground.
On a recent video podcast Scott Stratten outlines the cardinal rule in regard to virtual reality marketing.
That rule: success is a matter of creating a connection through experience. Stratten points to cause-based and nonprofit businesses to explain why experiential content matters so much in virtual reality marketing.
He profiles how the Guardian, the newspaper out of England, put out an app that allows the user to feel what solitary confinement is like.
The 360° virtual reality scenario puts users into a lifelike situation, one that creates empathy through experience. The goal was to raise money, and raise money they did.
It’s not only Scott Stratten who’s talking about the virtual reality revolution. Tony Robbins is also prophesizing the market disruption that VR will inevitably create. On the Tony Robbins podcast, the guru interviews Brad Allen, the executive chairman of NextVR.
During this discussion, these marketing titans discuss how user experience is about to improve dramatically. Using sports games as the prime case study, Tony and Brad outline how watching baseball from the nosebleed section or even on a television will soon become a relic of the past:
“An NFL game from the 50-yard line. The PGA Masters up close and personal. The heavyweight boxing match from ringside. The World Series from behind home plate. Virtual reality is poised to disrupt the entire athletics and entertainment industry as we know it.”
While you might not work in sports marketing or have any interest in putting your prospects inside a virtual prison, you still want to create a more immersive user experience.
In doing so, you’ll form a connection with your audience in previously unattainable ways.
Your friends at Bright Planning are here to help you make the most of VR marketing. Take note of the following facts, strategies, and educated predictions that will help you increase engagement and lock in customers who become brand loyalists.
Focus on the experience, not the marketing.
Think back a few years to the time-wasting sensation, Farmville. Millions of Facebook users harvested digital crops, interacted with other players, and spent hours engaged with game content.
However, there were limitations on what they could do. Only with payment could users unlock certain features. This is where the profit happened. However, VR is primed to evolve and expand from that model.
New virtual reality capabilities mean that submerging your audience in an experience will be the key to your success. It’s a first-person narrative where the user calls the shots.
When you place most of your energy in building the most relevant and exciting virtual atmosphere, the marketing message becomes more powerful.
In concrete terms, make your marketing entertaining and hands-on. Allow your audience to use or gain a closer perspective on a product as they walk around a digital landscape.
Let’s say you’re advertising an island getaway—well, now your target market will be able to digitally walk on the beach, splash in the ocean, and even apply suntan lotion. (Eventually, they’ll be able to smell the salt in the water and the coconut on their skin.)
Use analytics to your advantage.
On VR platforms, users will unconsciously choose their marketing. This has been happening for a while with social media preferences and Google data collection.
With a few data points, businesses can determine how users interact with virtual reality marketing content and deliver a more honed, relevant message.
The last thing you want is to waste investment dollars showcasing a product or service to an uninterested party. Especially when you factor in a more hands-on experience, relevance is a make-or-break factor.
Though VR will provide new capabilities and may well expand your sales and marketing exponentially, the same platinum rules of marketing apply. Sell only to those who benefit. Otherwise, you can kiss your ad buy investments and ROI goodbye.
Social proof will become a live experience.
When virtual reality becomes an everyday experience, social proof and endorsements will change forever.
You’ve probably heard how some Instagram superstars are paid to wear a certain watch, knit cap, or bikini top in their photos. And you already know about the sales power of testimonials and case studies.
With VR, these marketing techniques will be streamed in the moment. Imagine a video testimonial or customer story being broadcast right in front of your prospect. Mark our words: it’s likely to happen.
In real time, your audience will gain a clearer picture of the results your business creates. Be thinking about how you’ll transition your social proof into the VR format. The sooner you plan your marketing techniques, the better.