Humans prefer experience to physical objects; this we know. Brands and companies that understand this and look for creative ways to sell the experience of their product or service are more likely to experience higher referrals, more sales, and greater brand recognition and loyalty.
Experiences are no longer just in-person events that businesses plan and promote once or twice a year. They involve more than customer service in a brick-and-mortar storefront. Experiences are becoming digitized and “immersive” despite being in the non-physical realm.
Immersive experiences are becoming increasingly popular in digital marketing as brands look for new and innovative ways to engage with their target audience. These experiences, which can include virtual reality, augmented reality, mixed reality, and more, have the power to transport users to new worlds and create a more engaging and memorable brand experience.
What are the different kinds of immersive experience technologies?
Virtual reality (VR) is one of the most popular forms of immersive experiences. It allows users to fully immerse themselves in a digital environment, often using a headset and hand-held controllers. VR has created various digital experiences, from virtual tours of real-world locations to fully-fledged video games. In marketing, VR can be used to create virtual showrooms, product demonstrations, and even virtual reality events.
Augmented reality (AR) is another popular form of immersive experience. Unlike VR, which creates a wholly digital environment, AR overlays digital elements in the real world. This can be done through various mediums, including smartphones, tablets, and even smart glasses. One example of AR in digital marketing is using filters on social media platforms, such as Instagram and Snapchat. Brands can create their own filters to promote their products and engage with their target audience. Other areas where we see AR are virtual makeup applications, virtual furniture design in your home, and even PokemonGo.
Mixed reality (MR) is a blend of VR and AR, allowing users to experience both digital and real-world elements in the same environment. Unlike AR, which can be accessed through a device like a smartphone, MR requires a headset or similar devices to provide the immersive digital aspect of the physical environment. Think of games where you interact in a physical environment through moving apparatus, but the headset provides the characters and gameplay. This technology is still in its early stages but has the potential to revolutionize the way brands interact with their target audience.
360º content is one of the most straightforward immersive experience technologies. Panorama photos can even become 360º content automatically on Facebook so that a user tilts and moves their device to see more content, providing the illusion of interacting with the space. This is an easy way to promote industries like travel and interior design as customers tilt their phones to see more of the view or to look around the room and imagine their own home.
What does it all mean?
When using immersive experiences in digital marketing, it's important to remember that these technologies are still in their infancy, and it can be challenging to measure their effectiveness. However, brands that have used immersive experiences have reported increased engagement, improved brand awareness and increased sales.
One way to measure immersive experiences' effectiveness is by tracking metrics such as time spent in the experience, number of interactions, and conversion rates. Additionally, brands can conduct surveys and gather feedback from users to gain insight into their experience and how it may have impacted their perceptions of the brand.
How to create an immersive experience for your brand:
When creating an immersive experience, it's essential to start by identifying the goals and objectives of the experience. This will help to guide the development process and ensure that the experience aligns with the overall marketing strategy. It's also important to consider the target audience and how the experience will appeal to them.
Another critical aspect of creating an immersive experience is the design and user experience. The experience should be intuitive, easy to navigate and engaging. This will help to ensure that users remain engaged, calm, and focused.
It's essential to consider the technology and platform on which the experience will be delivered. The platform will impact the overall design and development process and should be considered early in the planning process. Budget will play a significant factor in this. Experiences based on AR and MR technology carry a much larger price tag.
Immersive experiences are a powerful tool for digital marketing and have the potential to revolutionize the way brands interact with their target audience. However, it's important to remember that these technologies are new and may not even benefit your brand. Businesses should start by identifying their goals and objectives, considering their target audience, and designing an intuitive and engaging user experience. With these factors in mind, immersive experiences have the potential to create a more interesting and memorable brand experience.
One of the easiest ways to bring the benefits of immersive experience into your business's digital marketing is by using 360º content in your social media posts. Are you wondering how to incorporate more immersive experience ideas into your content strategy? Get in touch with our team today.