Why Virtual Reality is Important to Experiential Marketing

Published 07 October 2019, 20:29

Virtual reality has blossomed into a popular and immersive tool with uses in gaming, virtual experiences and marketing. VR, stands to be a significantly influential tool for marketers to harness and is increasingly being used to inspire, engage and impact users. 

Despite getting off to a rather clunky start to its life in the ‘80s and ‘90s, virtual reality’s ability to augment gaming was seen as the obvious use. Nintendo released the Virtual Boy in 1995, but the unit had some serious drawbacks. Fast forward to today where VR is seen as a sophisticated tool with a myriad of uses. The number of VR users across the world has also spiked significantly in a short space of time, with 171 million users in 2018. 

VR headsets are also becoming increasingly accessible and affordable to the public and are likely to continue to become a common sight in homes. In fact, there are to be a predicted 82 million VR headsets sold worldwide by 2020. Clearly, VR is here to stay and is a strong tool to make use of. 

The rise of VR coupled with its increasing accessibility has turned it into an extremely powerful tool with great promise for the future of marketing. VR technology has already been used in some pretty amazing experiential marketing campaigns such as Thomas Cook’s “Try before you fly” campaign or Volvo’s “Volvo reality” which was the worlds first VR test drive. Virtual reality will no doubt continue to develop into an effective and impressive marketing tool for marketers to make use of. 

While consumers are continuing to become more and more sophisticated they are looking for engaging, interactive experiences from marketing campaigns. This increased personalised and interactive communications in marketing has caused VR to become one of the most powerful marketing tools in marketing’s arsenal. 

75% of the worlds leading brands have already integrated VR into their content strategies to some extent. Majority of consumers consider marketing campaigns that include virtual reality as progressive and interesting. 80% of consumers feel positively towards branded VR experiences and marketing campaigns, causing them to have a higher engagement with potential customers. 

In this infographic we explores the impact that virtual reality stands to have on experiential marketing from their first-hand experience as well as making suggestions on how it can be harnessed by marketers.

 

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