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Virtual and Augmented Reality for Social Media Marketing
- 1. Virtual and Augmented Reality Caleb Corrigan SOM-7020 Social Media Marketing December 17,2023 Dr. David Castle
- 2. Table of Contents Virtual Reality Augmented Reality Potential Challenges with Implementation into Marketing Important Statistics Integration with Artificial Intelligence Future of AR and VR
- 3. Virtual Reality Virtual reality refers to a computer-generated simulation or environment that can simulate physical presence in real or imagined worlds. It immerses users in an interactive experience where they can interact with 3D environments or objects using specialized equipment, such as VR headsets or goggles. The goal of VR is to create a sensory experience that feels as real as possible, often combining visuals, sounds, and sometimes even sensations like touch to create a convincing environment. Users wearing VR headsets can typically look around in all directions, and in some cases, move within the virtual space. This technology finds applications in various fields, including gaming, education, training simulations, healthcare, and entertainment, providing an immersive and often interactive experience that can feel incredibly lifelike.
- 4. Virtual Reality in Today's Market Virtual Product Demonstrations ● Brands use VR to showcase their products in an immersive environment 360-Degree Brand Experiences ● VR enables companies to create 360-degree videos or experiences that immerse users in branded content Virtual Events and Expos ● VR enables businesses to host virtual events, conferences, or product launches, offering attendees an immersive experience from anywhere in the world. Training and Education ● Companies will use VR to educate consumers about their products or services with tutorials or simulations that teach customers how to use a product or showcase its features in an engaging way.
- 5. IKEA’s Virtual Reality Kitchen Experience IKEA's Virtual Reality Kitchen Experience is an innovative application of VR technology that allows customers to visualize and interact with their kitchen designs in a virtual environment before making any purchasing decisions. Key Features ● Designing the Kitchen ● Transition to full Virtual Reality ● Freedom of exploration ● Real-time changes
- 6. Augmented Reality Augmented Reality in marketing involves the use of AR technology to create immersive, interactive experiences for consumers. It allows brands to engage with their audience in new and creative ways by overlaying digital content onto the physical world. Ways AR is implemented: ● Product Visualization ● Interactive Advertising and Branded Apps ● Enhanced Retail and Event Experiences
- 7. Snapchat and Instagram Filters Snapchat and Instagram filters have become powerful tools for marketing due to their interactive and engaging nature. They offer various AR filters that allow users to try on branded products, experience interactive ads, or engage in promotional campaigns by interacting with virtual elements. Key Features ● Branded Filters ● User-generated Content and Interactive Ads ● Promotional Campaigns ● Influencer Collaboration
- 8. Potential Challenges with Implementation into Marketing Cost of Development Technological Limitations User Accessibility, Distribution, and Reach Difficulty Measuring Content Quality and Engagement Successful Integration with Current Marketing Strategies
- 9. Important Statics ● By the end of 2023, there will be 1.4 billion AR/VR Device Users ● $50 Billion is the estimated AR/VR Market Value by 2024 ● Only 1% of retailers say they are using AR and 52% are not prepared to integrate AR into their Marketing and Retail Strategy ● AR product experiences are 200% more engaging as they deliver double the levels of engagement compared to their non AR equivalent ● 61% of consumers say they prefer retailers with AR/VR experiences ● 40% of consumers say they would pay more for a product that they could customize in AR/VR
- 10. Integration with Artificial Intelligence Virtual Reality and Augmented Reality can integrate with Artificial Intelligence in several ways, enhancing user experiences and expanding the capabilities of these immersive technologies: ● Personalized Experiences ● Improved VR and AR Experiences ● Real-Time Analytics and Insights ● Adaptive Learning and Training
- 11. Siri, Google Assistant, and Alexa Virtual assistants like Siri, Google Assistant, and Alexa are integrating with VR/AR devices. They use AI to understand voice commands, provide information, and assist users within immersive environments. Key Features: ● Voice Commands ● Information Retrieval ● Assistance and Guidance ● Adaptability The integration of AI-powered virtual assistants into VR/AR environments aims to make these technologies more user- friendly, efficient, and capable of providing intelligent assistance and information retrieval within immersive settings.
- 12. Future possibilities The future possibilities for Virtual Reality (VR) and Augmented Reality (AR) are expansive and transformative. Here are some potential directions and applications: ● Enhanced Remote Collaboration ● Industry Advancement ○ Healthcare ○ Education ○ Entertainment ○ Architecture and Urban Planning ○ Automotive ● Wearable Technology Integration
- 13. References 23 augmented reality statistics you should know in 2023. Visual Product Configurator for Brands and Manufacturers. (n.d.). https://www.threekit.com/23- augmented-reality-statistics-you-should-know-in-2023 Alcañiz, M., Bigné, E., & Guixeres, J. (2019, June 17). Virtual reality in marketing: A Framework, review, and research agenda. Frontiers. https://www.frontiersin.org/articles/10.3389/fpsyg.2019.01530/full Du, Z., Liu, J., & Wang, T. (2022, June 16). Augmented reality marketing: A systematic literature review and an agenda for future inquiry. Frontiers in psychology. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9244620/ How AR technologies can help retailers enhance customer experience and increase sales. SupplyChainBrain RSS. (n.d.). https://www.supplychainbrain.com/blogs/1-think-tank/post/37894-how-ar- technologies-can-help-retailers-enhance-customer-experience-and-increase- sales#:~:text=AR%20has%20the%20power%20to%20enhance%20not%20only %20online%20shopping,experience%20to%20the%20next%20level. Launch of new IKEA Place App – ikea global. IKEA. (n.d.). https://www.ikea.com/global/en/newsroom/innovation/ikea-launches-ikea-place- a-new-app-that-allows-people-to-virtually-place-furniture-in-their-home-170912/ Virtual reality in marketing: Consumer and retail perspectives. (n.d.). https://www.researchgate.net/publication/360844000_Virtual_Reality_in_Marketi ng_Consumer_and_Retail_Perspectives VR & AR for mobile marketing: What you need to know. Adjust. (n.d.). https://www.adjust.com/blog/virtual-augmented-reality-mobile-marketing/
- 14. Thank You
Editor's Notes
- In 2023, virtual reality (VR) continues to make strides in marketing by offering immersive experiences that engage consumers in unique and memorable ways. Virtual Product Demonstrations: Brands use VR to showcase their products in an immersive environment. For example, car companies offer virtual test drives or furniture stores provide virtual room setups to allow customers to experience products without physically being present. 360-Degree Brand Experiences: VR enables companies to create 360-degree videos or experiences that immerse users in branded content. This could be a virtual tour of a destination for a travel company, behind-the-scenes look at product manufacturing, or virtual property tours for real estate companies Some companies leverage VR to create interactive and entertaining experiences that engage customers on a deeper level. This might include branded games, interactive storytelling, or immersive experiences tied to a marketing campaign. Companies will also host Virtual events and conferences, as well as virtual training and education due to the world's shift towards remote work and digital experiences.
- Designing the Kitchen: Customers work with IKEA's kitchen planning tool to create their ideal kitchen layout, selecting cabinets, appliances, countertops, and other elements. This digital design serves as the blueprint for their VR experience. Transition to Virtual Reality: Once the design is finalized, customers can wear a VR headset and enter a virtual representation of their kitchen. This immersive VR environment replicates the layout and design choices made using the planning tool Exploration and Interaction: Inside the VR simulation, customers can walk around, explore different angles, and interact with various elements of the kitchen. They can open cabinets, change colors, move appliances, and get a realistic sense of the space and functionality. Real-Time Changes: While in the VR environment, users have the flexibility to make real-time adjustments to their kitchen design. This allows them to experiment with different configurations and instantly see how modifications affect the overall look and feel of the space. The goal is for customers to experience a lifelike representation of their future kitchen. They can assess the practicality, aesthetics, and functionality of the design, helping them make more informed decisions before purchasing any products.This VR experience not only provides a more engaging and immersive way for customers to interact with IKEA's products but also helps them overcome the challenge of visualizing the end result of their kitchen design in a traditional showroom or through static images. It empowers customers to make more confident and informed decisions about their purchases.
- Product Visualization: AR enables customers to visualize products in their own environment before making a purchase. For instance, furniture companies might offer AR apps that allow users to see how a sofa would look in their living room. Interactive Advertising: Marketers use AR to create interactive advertisements. Scanning a print ad or product packaging with a smartphone might trigger a 3D model, video, or game related to the product. Companies will also develop their own AR apps to engage customers. These apps might offer games, filters, or experiences related to the brand, encouraging interaction and brand loyalty. Enhanced Retail Experiences: Retailers use AR to provide enhanced in-store experiences. AR mirrors or displays can show additional product information, offer virtual try-on experiences for clothes or makeup, or provide navigation within stores. AR can also be used at events or trade shows to attract attendees and provide interactive experiences related to the brand or products. AR in marketing is successful because it engages consumers in a more interactive and memorable manner compared to traditional advertising methods. It allows brands to showcase products, communicate messages, and create experiences that captivate their audience's attention in a highly competitive market.
- Branded Filters: Brands create their own custom filters featuring their products, logos, or messages. These filters can be used by users within the apps, either by swiping through various filters or by accessing them through specific hashtags or location-based triggers. Promotional Campaigns: Companies launch marketing campaigns using these filters. For instance, a cosmetics brand might create a filter that allows users to virtually try on their latest makeup line, encouraging engagement and potential purchases. Filters are also commonly used to promote events or product launches. Attendees can use these filters at the event, increasing brand visibility and engagement both during and after the event through shared content. User-Generated Content and Interactive Ads: When users interact with branded filters, they often share the experience with their followers. This generates user-generated content that indirectly promotes the brand, as users share their experiences using the filter. Additionally, some filters serve as interactive advertisements. Users engaging with these filters might unlock special content or discounts, encouraging interaction and potentially driving sales. Influencer Collaborations: Brands often collaborate with influencers to create and promote branded filters. Influencers can use these filters in their content, exposing the brand to their followers and increasing reach and engagement. These filters leverage AR technology to create fun and interactive experiences for users, allowing brands to connect with their audience in a more playful and engaging manner. They serve as a creative and non-intrusive way for brands to increase visibility, promote products, and encourage user interaction and engagement.
- Implementing virtual and augmented reality into marketing strategies comes with its own set of challenges. Cost of Development: Creating high-quality VR and AR content can be expensive. From developing the experience itself to designing interactive elements, the cost of production can be a barrier for many businesses, especially smaller ones. Technological Limitations: VR experiences often require specialized hardware, such as VR headsets or controllers. While the technology has become more accessible, not everyone owns VR equipment. This potentially limits the audience reach of VR marketing campaigns.AR experiences depend on the capabilities of devices used by consumers. Not all devices may support all versions of AR, there may be limitations in terms of processing power, camera quality, or sensors. Furthermore, VR technology is rapidly evolving, which means that what’s cutting-edge today might become outdated relatively quickly. This makes it difficult for businesses to stay updated with the latest advancements to maintain relevance. User Accessibility, Distribution and Reach: Some users may experience discomfort or motion sickness when using VR, which can detract from the experience. This limits the potential audience and requires careful design considerations to minimize these issues. Additionally, delivering VR content to a wide audience can be challenging. Bandwidth limitations for streaming high-quality VR content and the need for specific platforms or apps for distribution can limit the reach of VR marketing campaigns.For AR, convincing users to download specific apps or engage with content can be a challenge. If the barrier to entry is high, it may discourage participation. Content Quality and Engagement: Creating engaging VR and AR content that truly adds value to the user experience is crucial. If the content isn't compelling or doesn’t align with the brand message, it might not have the desired impact on consumers. This difficulty is compounded by the challenges of measuring the effectiveness of VR marketing campaigns. Metrics for tracking user engagement, interaction, and conversion rates in VR environments are still evolving. Integration with Marketing Strategies: Integrating VR an AR seamlessly into a broader marketing strategy can be complex. Ensuring consistency across various marketing channels and aligning VR and AR experiences with overall brand messaging requires careful planning. Despite these challenges, VR and AR offers unique opportunities to create immersive and memorable experiences for consumers. Overcoming these obstacles often involves a combination of technological advancements, creative content creation, strategic planning, and a deep understanding of the target audience.
- The AR market is a rapidly growing industry with an estimated market value of $50 billion by 2024. AR has the potential to impact every corner of the economy, ranging from medicine to automotive to entertainment and more. For example, Facebook recently acquired Scape, an AR company that’s building a digital 3D map of the physical world. As big tech continues to invest more and more in AR, we can expect to see AR becoming a more integrated element of life. According to a report from Mobile Marketer, retailers are slowly adopting AR in the buying process. Only 1% of retailers are currently using AR or VR in their customer buying experience. For retailers that bring in most of their sales online, AR can help customers to have a more accurate understanding of how a product is going to look and feel in their space. Being able to communicate the details about a product through AR can help customers understand what they’re buying, making it easier to meet customer expectations, which leads to higher post-purchase satisfaction. In the same report from Mobile Marketer, 52% of retailers said that they were just not prepared to start using AR and other new technologies. When customers shop in-store, they’re able to see, touch, and feel your product selection. This experience tends to become flattened online, which can lead to less confidence in the product and more frequent returns. Using AR, however, customers who are shopping online can not only regain elements of the in-store shopping process but are able to go a step further by experiencing how a product will appear in their house, on their kitchen counter, or on their shelf. For online retail, that means higher margins on existing spend and a higher quality, more hands-on experience for customers. Overall, VR in marketing allows brands to create more engaging, memorable, and personalized experiences for consumers, leading to increased brand awareness, improved customer engagement, and potentially higher conversion rates.
- Personalized Experiences: AI can analyze user behavior, preferences, and interactions within VR/AR environments to personalize experiences in real-time. This could involve adjusting content, recommendations, or interactions based on individual user data. Improved Experiences: AI algorithms can assist in creating and modifying VR/AR content. They can generate 3D models, textures, or even dynamically adapt environments based on user inputs or specific criteria. Furthermore, integrating natural language processing with VR/AR allows users to interact using voice commands or natural language. AI-powered language understanding enables more natural and intuitive interactions within these immersive environments. Additionally, AI-powered object recognition can improve AR experiences by identifying real-world objects and providing relevant information or interactions. This capability can be used in various applications, from industrial maintenance to retail. Real-time Analytics and Insights: AI algorithms can process vast amounts of data collected from VR/AR interactions, providing valuable insights into user behavior, preferences, and performance. This data can be used to optimize experiences and marketing strategies. Moreover, AI-powered sentiment analysis can detect and respond to users' emotional cues within VR/AR environments. This capability can be valuable in gaming, therapy, or market research. Lastly, AI algorithms can predict user actions or preferences within VR/AR environments, enabling proactive adjustments or recommendations to enhance the user experience. Adaptive Learning and Training: AI can enhance VR/AR-based educational or training programs by adapting content based on user progress, learning styles, and performance. It can create personalized learning paths or simulations tailored to individual needs. The fusion of VR/AR with AI expands the possibilities for more immersive, intelligent, and adaptive experiences, enabling a deeper level of interaction and personalization. It's a powerful combination that has the potential to revolutionize various industries, from entertainment and gaming to healthcare, education, and beyond.
- Voice Commands: In VR/AR settings, users often have limited interaction methods. Voice commands become a primary way to navigate, interact, or request information. AI-powered assistants leverage natural language processing to understand and interpret these voice commands within the virtual environment. Information Retrieval: Once a user issues a voice command, the AI assistant processes the request using algorithms that can understand context, intent, and user preferences. It then retrieves the requested information or performs the desired action within the VR/AR environment. Assistance and Guidance: These assistants can provide guidance, answer questions, or assist users based on the information available in the VR/AR environment. For instance, in VR training scenarios, an AI-powered assistant might provide step-by-step instructions or answer questions related to the training module. Adaptability: These virtual assistants are adapted to the specific interfaces of VR/AR devices. This includes considerations for spatial awareness, gestures, and other interactions unique to immersive environments, making the experience more intuitive and user-friendly.
- Enhanced Remote Collaboration: VR and AR could revolutionize remote work by offering immersive environments for team meetings, collaborative projects, and training sessions, enabling better interaction and productivity. Healthcare: VR/AR might be extensively used for medical training, simulations, surgeries, patient care, therapy, and diagnostics, providing realistic scenarios and aiding in complex procedures. Education: These technologies could reshape education by offering immersive learning experiences, interactive lessons, virtual field trips, and personalized education tailored to individual learning styles. Entertainment: VR gaming experiences could become more immersive, lifelike, and engaging. AR might revolutionize how we experience movies, live events, and interactive storytelling. Urban Planning and Architecture: AR could be used in urban planning to overlay digital information onto physical spaces, allowing for better visualization of construction projects or city developments. Automotive: AR could enhance driving experiences by providing real-time information, navigation assistance, and safety alerts, overlaying data onto windshields. Wearable Technology Integration: Future advancements could see the integration of VR/AR with wearable devices, glasses, or contact lenses, making these technologies more accessible and seamlessly integrated into daily life. These possibilities indicate a vast array of potential applications and advancements that could significantly impact multiple industries, lifestyles, and the way we interact with the world around us. As technology continues to evolve, the convergence of VR, AR, and other emerging technologies is likely to create even more exciting opportunities.