Building Brand Image Using VR

Published 11 October 2018, 08:54

Virtual reality marketing enables brand owners to place their brand image closer to the eyes of consumers. VR provides values through new business models and offers users an immersive experience allows them to connect with a product in a new way.

Here are some recent statistics that prove that you can’t afford to ignore VR technology:

It’s predicted that by 2022 the VR industry would have hit about $33.90 billion.
By 2020, the predicted number of sold VR headsets will reach 82 million. The estimated number of VR users by 2018 is 171 million, up from only 200,000 in 2014.

62% of consumers say they would feel more engaged with a brand that sponsors a VR experience.

71% of consumers perceive a brand that uses virtual reality as forward-thinking.

As content becomes more tangible, engagement increases. Innovative brands are already leveraging this technology. For instance, The North Face offered their shoppers an opportunity to hike through Yosemite National Park. This type of immersive experience and strong emotions it triggered is perfect for such a specialized market. People were able to feel feel as if they were actually exploring, thus motivating them to actually have a reason to buy the shoes.

How to Implement VR In Your Content Strategy
Today’s VR-based campaigns prove that now more than ever, innovative marketing strategies involve offering some sort of unique experience. If you are ready to to follow other brave brands implement VR in your content strategy, here is what you need to keep in mind:

1. VR Is The Platform, Not The Message
VR opens the doors to more interactive, creative, and engaging content and adds. However, virtual reality itself should not be considered as your marketing message. The impact VR can make on an ad campaign is huge, and yet it still has to provide valuable branded experiences. While creating your virtual reality marketing strategy, you need keep in mind what your main message is if you want to attract increased customer interest.

2. Think About Your Existing Audience
One of the most important thing is to analyze how the audience consumes your content already. Figure out which channels they use to learn about your company, whether it is social media, YouTube, your website or app. Use Google Analytics and other audience analytic tools to get get deeper insights of your audience and its behavior. Once you know which is the primary medium for your customers, you can incorporate VR content accordingly.

3. Use Immersive Storytelling
Similar to social media, if you don’t live the channel, you’re bound to fail. Back in the days, film was the most immersive storytelling medium. However, people were just watching. Today, virtual reality provides a feeling of presence, which makes it a powerful tool of brand storytelling. Make sure that your virtual reality marketing strategy crafts a strong narrative for your user’s journey within your video. You can make user experience even more engaging by using interactivity and visual and audio cues to make the story more impactful.

 4. Showcase Your Products
Virtual reality marketing provides customers a chance to explore your products without stepping into your store. A great example of this is the IKEA Virtual Store that gives an opportunity to explore room departments at any time. This enabled customers browse and even buy products without leaving their couch.

To Wrap It Up
Virtual reality marketing is evolving and it’s more important than ever to keep your finger on the trends pulse. When VR takes off, brands and advertisers will be able to reach fully immersed customers on a platform unlike any other. Thus, early adopters will have the upper hand in experience and stand out from other competitors.

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