{"id":2955,"date":"2019-10-10T16:11:21","date_gmt":"2019-10-10T14:11:21","guid":{"rendered":"https:\/\/homepage.rs\/?p=2955"},"modified":"2024-02-26T13:55:26","modified_gmt":"2024-02-26T11:55:26","slug":"do-we-really-need-ar-vr-in-marketing","status":"publish","type":"post","link":"https:\/\/homepage.rs\/en\/blog-en\/do-we-really-need-ar-vr-in-marketing\/","title":{"rendered":"Do We Really Need AR & VR in Marketing?"},"content":{"rendered":"

Being a marketer in the 21st century is fun.\u00a0<\/span>In the <\/span>ever-accelerating times<\/span><\/a> 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.\u00a0<\/span>Digital marketing has been <\/span>at the forefront<\/span><\/a> of the technological wave. Unlike its traditional \u201canalogue\u201d 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.<\/span><\/p>\n

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. <\/span>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?<\/span><\/p>\n

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\u2019s digital marketing landscape.\u00a0<\/span><\/p>\n

VR & AR 101<\/span><\/h2>\n

Before we get into the thick of the matter, let us quickly cover our bases.\u00a0<\/span><\/p>\n

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.\u00a0<\/span>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.<\/span><\/p>\n

VR\u2019s 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! <\/span>Look no further than Pokemon Go<\/span><\/a>, the global overnight craze that seemed to hold the collective attention of humankind for a solid chunk of 2016.\u00a0<\/span>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\u2019t 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, <\/span>the fun is just beginning<\/span><\/a>.\u00a0<\/span><\/p>\n

Why we are into VR (and AR)<\/span><\/h2>\n

Here\u2019s 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. <\/span>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\u2019s perfectly aligned with the promoted brand.<\/span><\/p>\n

Now, let\u2019s break down that sentence into its key aspects, all of which contribute to the impact of a campaign:<\/span><\/p>\n