Do you want to explore the beauty of the Eiffel Tower but can’t travel to Paris? Or do you want to fight dragons, explore mysterious caves, visit Gucci’s store, or do you want to do other things? 

 

AR and VR in marketing (Augmented reality and virtual reality) shape our world and engage us with immersive technologies. The AR and VR market users are expected to reach 3,728.0m users within 2029. Both play an important role, from creative branding to connecting consumers and delivering high-value messages.

 

For more in-depth details on how you can harness the power of AR and VR in your marketing strategies, let’s check out the article now! Remember, your role in embracing these technologies is crucial in shaping the future of marketing.

What is Augmented Reality?

Augmented reality integrates the real world with digital or computer-generated perceptual information. Using apps, hardware (AR glasses), and software, it connects virtual content like graphics, audio, and text with the user's environment in real-time. 

 

For example, the Home Depot Project Color app, IKEA's Place app helps to select the furniture place, Pokemon Go (location-based AR mobile game) earned over $566 million, and many others. 

 

However, AR is not about transporting yourself to a new world. Instead, it enhances the current experience by bringing aspects of it from your world. To explore the journey, you can hold up your phone while running the app or use AR glasses.

 

What is Virtual Reality?

Virtual reality (VR) is a computer-generated environment connecting users in a three-dimensional, interactive, artificial world. It brings real-world actions into a virtual environment. Real-time devices are headsets (Meta Quest 2, PlayStation VR2, etc.), controllers, hand trackers, treadmills, and 3D cameras. 

 

Imagine stepping into a virtual home to test out IKEA furniture or taking a thrilling VR test drive in Volvo. These are just a few examples of how Virtual Reality is transforming the marketing landscape, creating environments that are either indistinguishable from reality or entirely fantastical. 

Are you curious about how AR and VR help transform your digital marketing strategies? As you’ve noticed, these marketing tactics are used in different sectors, and businesses are exploring their efficiency. To get detailed marketing hacks, let’s check out the next section!

How AR and VR Transform Digital Marketing

The wave of future marketing involves AR and VR to attract a new audience and better sales. The technology opens up new and personalized experiences to connect customers with brands. 

Here, we’ve highlighted the key marketing arenas where both technologies play a vital role.

• Immersive brand storytelling

Your brand voice is a valuable asset that relates to consumers and gives clear guidance about your business. Thanks to AR and VR marketing campaigns that provide a unique branding experience to users. For example, Tomas Cook's VR holiday experience, Burger King's "Burn That Ad", and many others bring out interesting and unique marketing strategies.  

• Create memorable in-store experiences

Using AR or VR, marketers engage consumers with their products or services so that they get a real-life experience. For example, IKEA uses augmented reality to market its products and introduce the audience to a virtual furniture storeroom that helps them in home decoration and interior design. 

• Product demonstrations

As an eCommerce store owner, your key marketing goal is to provide an in-store shopping experience that builds trust and loyalty. Here, you can use AR or VR to give an overview of what a clothing item would like on someone. For example, Adidas's AR footwear tried on its iOS app and utilized VR to launch a new product line, Adidas Terrex. 

 

Pro Tip:

AR and VR both work as a powerful shopping tool for customers and businesses. You can test out both for kitchen appliances, outdoor table sets, furniture, and more.

• Networking and marketing

Augmented reality and virtual reality enhance user experience and increase conversion rate. Both technologies focus on eliciting powerful emotions and provide memorable storylines related to services or products that build consumers' trust. In this way, brands easily convert online leads into potential customers.

• Virtual trials before buy

Retail demonstrations are helpful because they allow customers to digitally try products like shoes, clothing, makeup, or others. This gives a physical store shopping experience without having to go into one. Sephora's beauty-try-on feature helps customers match makeup with outfits and looks while wearing different makeup products (digital eye shadow, lipstick, false eyelashes, and more).

 

Every technology has its limitations and challenges, and the words also go with AR and VR. In the next section, we've highlighted key limitations that help you to avoid marketing risks. 

Limitations and Challenges of AR and VR in Marketing

As you notice, AR and VR add different benefits to your marketing strategies; there are also some hurdles as well, including:

• Higher costs

The biggest challenge in AR and VR marketing is the expense of advanced technologies. Creating an effective virtual or augmented experience requires specialized hardware and software that costs a lot for smaller businesses. Also, it takes time and resources to incorporate it into your marketing campaigns, so on the customer's side, the devices cost more. 

 

Note: Converting real-world objects into 3D models, app creation, and devices like OCulus costs high.

 

• Technological issues

AR/VR technology is hardware-dependent, like HTC Vive or Oculus, and is required to create VR experiences. Another limitation is a mere 90-degree FOV (field of view). To overcome these issues, the AR/VR devices will be bulky and uncomfortable to wear.

 

Note: Creating immersive experiences requires 190-degree horizontal and 120-degree vertical FOV.

• Content creation

Interactive and brand-focused content creation requires specialized skills and resources. For example, placing the main navigation elements, i.e., buttons, CTAs, tooltips, alternative interaction methods (mobility impairments), and more. 

 

AR and VR transform the interaction with games, entertainment programs, and machines. By overcoming these challenges, you’ll be able to build an impressive virtual world that is clear and interesting to users. 

Trends and Opportunities 

According to Statista, the AR and VR market is projected to earn revenue of $40.4 billion in 2024 and grow to $62 billion by 2029. Exclusive brands noticed this technology revolution and utilized it to massively increase user conversions and revenue. 

 

Now, as you have a glimpse of challenges, let’s check out the future trends in AR and VR!

• Generative AI

Artificial Intelligence (AI) can enhance VR and AR experiences by making them more interactive, personalized, and realistic. There are different pathways to utilize AI in these technologies, including:

• Constructing realistic human models and object scans as a realistic, 3D model for avatars or assets used in a virtual environment.
• Object detection and labeling.
• Museum exhibit, virtual furniture placement comparing room styles, and many others.

 

• Training & Education

In the education and training sector, AR and VR create realistic environments that replicate real-world scenarios. Trainees can make decisions, face challenges, and practice skills without any obstacles. AR and VR can also be used to create interactive simulations that encourage students to explore concepts easily. 

• Healthcare

Augmented reality and virtual reality plays an important role in healthcare such as 3D body mapping, medical labs maintenance, mental health treatment, and pain management. In this digitalization era, both technologies solve more complex tasks effectively.

• Manufacturing

AR and VR are game changers when it comes to improving efficiency, reducing errors, and increasing productivity in manufacturing. Both technologies help visualize prototypes and simplify complex assemblies, such as how new machines fit in a workplace. They also help maintain and repair operational processes, ensure safety, and train new machinery.

• Retail & ECommerce

As per Statista, consumers use AR and VR during online shopping worldwide for personalized experiences that are tailored to each individual. By analyzing user preferences, browsing history, and behavior, AR and VR recommend products that meet consumer’s interests and styles. 

• Multisensory Technology

Multisensory AR and VR are crucial for delivering powerful and memorable experiences. From travel experiences to enhancing restaurant customers’ dining experiences, AR and VR are a must-have nowadays. 

 

• WebAR & WebVR

The key features of WebAR lies in markerless tracking, image recognition, geolocation-based AR experiences, and many others. Meanwhile, WebVR allows users to navigate with 3D play games, watch 36-degree videos, and more. 

• 5G Connectivity

5G integration enhances augmented reality and virtual reality by reducing latency. Also, it is crucial to reduce latency and improve data transfer speeds, enable seamless, and interactive learning. 

FAQs 

What is the difference between augmented reality and virtual reality?

There are some key differences between AR and VR, such as:

 

• User experience: 

Augmented reality enhances the user’s perception of reality in the physical world and blends virtual content with real ones. 

 

On the other hand, virtual reality connects users to an imaginary world without any physical world interactions.  

 

• Interaction with the environment:

In AR, the user is aware of the real world and interacts with both virtual and physical objects. 

 

On the contrary, users are isolated from the real world and interact in a fictional world. 

 

• Hardware requirements:

Augmented reality can be accessed through smartphones, tablets, or specialized AR glasses. 

 

On the contrary, virtual reality journeys can be experienced through a dedicated VR headset with controllers and sense-tracking devices. 

 

• Immersion level:

Augmented reality provides a partial-immersive experience so that users can feel virtual and real-world elements. 

 

Meanwhile, virtual reality is fully immersive, where users have minimal access to the real world. 

 

• Examples: 

AR examples include Pokemon Go, Google Maps, and the IKEA app. 

 

VR McDonald’s: Happy Goggles, Lowe’s Holoroom, L’Oréal Paris: Makeup Genius, and more. 

How do marketers measure the effectiveness of AR and VR campaigns?

Marketers measure the augmented reality and virtual reality campaigns through metrics such as engagement rates, dwell time, and sales conversions. Additional considerations include campaign launch platforms (social media, AR-specific tools, VR development platforms).

What are the best practices of AR and VR for marketing?

AR and VR don't change your product, but these technologies help to portray a story and introduce the audience to your product line or service that affects sales. Here, we've listed some best practices below:

• Understand your target audience. 
• Create a compelling service or product narrative.
• Make shareable and enjoyable products or service experiences.
• Ensure smooth functionality and experience performance.
• Choose the right one between AR and VR for your brand. 
• Try to keep the experience simple and straightforward.

Start AR and VR Metaverse Business

AR and VR in Marketing not only create interactive and personalized customer experiences but also develop a long-lasting brand strategy. Always consider your business goals and needs and follow the trends. 

 

Triggers Academy can help

Triggers Academy is a comprehensive platform that offers many courses in the fields of digital marketing, content marketing, and other digital transformation requirements. From basics to professional, you can explore it all in one place.

 

Are you ready to benefit from these new technologies in your digital marketing strategies? Attend the free webinar on augmented reality and virtual reality offered by Triggers Academy now to enhance your marketing channel and earn potential conversions.