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VIRTUAL REALITY AND ITS EFFECT ON MARKETING

Wednesday, 21 December, 2016

virtual reality

We are currently living in the digital age, making it necessary for everyone to join the transformation and keep up with the latest digital trends.
Virtual reality technology is rising in popularity and increasing its reach day by day. This modern technology is giving us new opportunities and providing us with possibilities far beyond what we could have ever imagined.
In recent years, it has become very obvious that consumers need more than just a good product that solves an issue for them. Consumers demand a more emotional approach, they want to experience the brand and make it their own. Nowadays, brands contribute to defining people’s identities. Just look at Apple and the power that this brand has over its fandom.
So, given that argument, we can see why virtual reality can be used as a powerful weapon in customer experience. It provides a unique experience that will take us closer to the digital world, almost close enough to touch it. 


In the marketing field, this will lead us to a deeper understanding of customers and it will give us a say in their decision-making process.
However, we should minimalize in terms of communication. This kind of technology impacts customers far more than the traditional ways of the past. We should give them simpler messages that get straight to the point with content that is already segmented and oriented to the customer’s needs and interests.
VR AND THE OMNICHANNEL
Even though the message has to be simple, it also has to go through as many channels as possible. The information that we will gather thanks to these channels and new technologies will be of extreme value and significance.  
We can´t forget that, although the new generations like the millennials are comfortable with this kind of technology, many people would rather use traditional channels, therefore, marketers have to navigate between the two.
CAMPAIGNS
VR is great for marketing campaigns and it is already working very well within the grocery and tourism sectors.
Some supermarkets have applied VR to their campaigns allowing the customer to visit and experience the place without being there and also allowing them to shop for groceries this way.
When it comes to tourism and culture, VR is fantastic for different points of interest, such as museums, in order to give their guests a unique experience. It’s a great way to attract visitors and it’s also practical for creating interest in travel to foreign countries. British Airways has used this approach for their potential passengers.

Even for hotels, this is a wonderful opportunity that gives people the chance to see where they are going and if it’s worth the cost before making a decision. This situation could be looked at as a double-edged sword because, even though it will attract new customers, the companies will have to maintain their authenticity, make things more realistic and be more transparent than they tend to be on their websites.
A final question needs to be asked. Is VR technology going to become our new concept of reality? If we can feel it and sense it, where will the line that separates what is reality from what is imagination be drawn?