Being a marketer in the 21st century is fun. In the ever-accelerating times of constant technological advances and countless channels and platforms to target and reach every pocket of a global audience, the advertising industry has never had more tools in its proverbial toolshed. Digital marketing has been at the forefront of the technological wave. Unlike its traditional “analogue” counterpart, firmly rooted in the physical world of robust logistics, production costs, and slow and gradual innovation, digital marketing possesses both the flexibility and the economy to quickly adopt the latest technological breakthroughs into its strategy. It seems that almost on a daily basis, we come across a daring new campaign utilizing cutting edge technology in an innovative way.

Still, one thing that has remained constant in the world of marketing, from the first inscription on the wall and all the way through the technological turmoil of recent years, is the bottom line. Regardless of its creative, innovative, social, or any other merits, a marketing strategy is only good to the extent it benefits the client. As marketers are racing to be among the first to harness the power of the latest tech fads, it is essential that we keep asking one simple question: are we being innovative for the sake of innovation, or is our innovation yielding results?

As an emerging area of technology with impressive adoption rates and a dynamic pace of innovation pushing it further into our everyday life, the field of virtual and augmented reality is the ideal playground to examine both the possibilities and the pitfalls of innovation in today’s digital marketing landscape. 

VR & AR 101

Before we get into the thick of the matter, let us quickly cover our bases. 

Virtual reality (VR) is a term that denotes a simulated experience achieved through technological means, most commonly a combination of software and a VR headset. VR similar to what we know today has been around for more than half a century, but only made its push into the broader consumer market in recent years, as the technology became both more affordable and more advanced. Due to its fairly robust technical requirements (as well as the resulting costs), it is not the most convenient marketing platform – both from the side of marketers and consumers. Still, with the number of VR headset owners growing at an increasing rate from year to year, this audience has become difficult to ignore, opening a broad playground for the creative marketer.

VR’s tinier and less demanding cousin, augmented reality (AR) has not so much passed through the door towards the general public as much as blown it off its hinges! Look no further than Pokemon Go, the global overnight craze that seemed to hold the collective attention of humankind for a solid chunk of 2016. AR is an interactive experience in which a real-world environment is enhanced by digital information overlaid across it when seen through the proper medium. Unlike VR, AR generally doesn’t require a great deal of gear – a regular smartphone is often all you need. Thanks to its relative convenience, AR has already become commonplace in a variety of fields, from entertainment and education to medicine and the construction industry. And, judging by recent developments, the fun is just beginning. 

Why we are into VR (and AR)

Here’s an original thought: marketing is all about storytelling. The potential of a medium designed to enhance the experience of our shared reality was bound to carry a particular appeal for the marketing community. And for a good reason. When all the pieces fall into place, VR & AR can help us tell engaging and impactful stories that resonate with the audience in a new and unique way that’s perfectly aligned with the promoted brand.

Now, let’s break down that sentence into its key aspects, all of which contribute to the impact of a campaign:

  • engaging and impactful stories – our use of VR & AR needs to make sense, to provide added value and perspective to the storytelling experience. Utilizing a hip new technology is fine and all, but it may fall flat if it is its own goal.
  • resonate with the audience – as with any other type of marketing, we must understand the sensibilities of our target audience. VR & AR have the added dimension of a novelty medium that isn’t best suited for every situation, and we have to be particularly mindful of the context and the tone of our stories. (more on that later)
  • new and unique way – we only get to be innovative once, so we better make it count! VR & AR provide us with plenty of room for creativity, and we are yet to fully explore its creative potential. 
  • aligned with the promoted brand – consistency of tone with regards to the client’s public persona and the general message is a matter of storytelling as a whole, but with new technology it is easy to get carried away and step out of character. We need to ask ourselves not only how to best align the new medium with the client, but also whether the medium is suitable for the client at all. 

Examples, you ask? Well, there are many cases of campaigns hitting all the right notes for the perfect symbiosis of story, medium, and brand, and we are not going to play favorites! The most awesome thing about these campaigns is the diversity of ways they have harnessed the technology to create engaging experiences, promising an exciting future in the realm of digital marketing. 

The flipside

Innovation never comes without risks. The role of VR & AR in digital marketing strategies is still very much a trial-and-error kind of affair, where positive results aren’t guaranteed. As always, we start with financial considerations. The development of a VR/AR-based campaign requires significant time and resources. Before we choose to invest those resources, we must ask ourselves are we keeping our client’s best interests in mind. In other words, are we promoting the client, or are we promoting the technology?

Of course, even if all the other pieces are in place, the story may not necessarily resonate with the audience. Context matters, and sometimes a story strikes a wrong note with the public, despite our best intentions. Out of professional courtesy, we won’t name any names. Ok, ok, maybe just this one. 

Let’s get philosophical

True marketers are creative and playful. As such, they will always feel the urge to innovate and explore uncharted territory. As much as we seek opportunities that free our imagination and bring new and exciting possibilities, we must do our best to avoid the trap of self-indulgence. In marketing, creativity should never be its own goal, but only the means by which we realize the communicational goals of the client. 

VR & AR, as well as any other innovative technology utilized for the purpose of marketing, are not their own reward – they are merely a storytelling and experience-building tool. As such, they are only valuable if they are ingrained into the digital strategy and the marketing strategy as a whole, which itself is informed by the client’s business plan and aimed towards its realization. New technologies carry enormous marketing potential. In the age of information overload and an ever-decreasing attention span, the possibility of telling a captivating story and reaching into the collective consciousness of the audience is extremely valuable. An innovative technology that’s aligned with all the other aspects of a digital marketing strategy can be a powerful weapon in the hands of those who know how to wield it. 

If you wish to explore the marketing potential of innovative technologies for your business, feel free to get in touch.