The Ultimate Guide to Virtual Reality Marketing in 2022

Virtual reality is no longer the stuff of science fiction—it’s here and it’s gaining traction fast. With a 2021 market size of more than210亿美元, virtual reality is expanding at a steady rate and it’s expected to have a compound annual growth rate of 15% within a 10-year period (2022 to 2030).

虽然虚拟现实不是一项新技术，但它的使用是expected to grow with time, along with other digital technologies like augmented reality. PwC predicts that by 2030, VR and AR can potentially boost the global GDP to USD 1.5 trillion.

More brands across various industries are adopting such technologies for training their employees, testing new or existing procedures, and developing new products.

Aside from improving efficiency and enhancing operations, businesses are seeing virtual reality as an invaluable tool for marketing. Industries, such as tourism and retail, are using VR to showcase their products to consumers in a novel, more engaging way. Additionally, the entertainment industry is leveraging virtual reality to offer more immersive, interactive, and informative experiences to their target audiences.

Where does marketing fit into all of this? How can virtual reality alter the way brands interact with their target market while opening up opportunities for growth? What does virtual reality marketing have in store for influencers? In this article, we’ll do a deep dive into virtual reality marketing and look at its real-world applications, as well as its benefits for businesses.

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The Ultimate Guide to Virtual Reality Marketing in 2022 for Brands and Influencers:

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什么是VR营销？

Simply put, virtual reality marketing is a marketing strategy that incorporates virtual reality technology in marketing campaigns. It can be used to connect with your audience and build better brand engagement. For example, instead of consumers reading content on the screen, they can interact with a virtual persona.

Branded collectively as immersive media, along with augmented reality, virtual reality marketing offers notable opportunities for businesses to promote their brands, drive sales, and enhance customer loyalty and retention.

Virtual reality creates a realistic, immersive simulation of an environment that plays on multiple senses, which users can access through VR headsets or applications. For example, VR is used to overlay a filter onto a photo or video. Think of Instagram and Snapchat filters. Meanwhile, VR headsets can “transport” users to a 3D virtual environment, enhancing the experience of the simulation. The headset responds to the user’s movements, allowing them to have a good look at the virtual environment (360-degree view) and interact with the various digital elements within the simulation.

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VR如何帮助企业发展？

虚拟现实使企业能够与传统媒体（如电视和杂志广告）之外的潜在客户联系并与他们的潜在客户联系，从而提供无限的促销机会。

考虑到顾客的需求和期望是constantly evolving, virtual reality technology, or the latest technologies, in general, can help bridge the gap and allow brands to have the means to address their customers’ changing pain points.

通过虚拟现实营销，企业可以创建品牌的数字世界，可以在其中展示其产品或服务。品牌可以提供数字体验代替物理体验。这使消费者能够实际上体验产品或服务，并在自己的家中舒适地进行虚拟旋转。通过构建现实的数字环境，您可以允许消费者与您的品牌互动，这可以帮助品牌知名度和保留率。

Using VR to tell your story

Traditional media like TV and films are great storytelling mediums. However, VR takes storytelling capabilities a step further.

Businesses can use VR to tell their brand stories and market their solutions in a more engaging way. For example, the New York Times used virtual reality to tell the story of how wars affect children在The Displaced.

Through this multimedia experience, users were given an in-depth look into the devastation caused by wars and what it’s like to be a child displaced by such life-changing events. The experience allowed the NYT’s readers to see what’s really happening, making VR and the documentary potent storytelling mediums that provide not only emotional intensity for readers but also a connection with the brand.

Additionally, you can use VR to create novel experiences that allow consumers to view your company in a new light. For example, you can use virtual reality to take customers on a virtual tour of your facility, giving them a rare, intimate glimpse of what goes on behind the scenes. You can show them how you work or what goes on during the design or product development process. This gives a more human angle to your brand and what you’re doing, while helping establish trust and transparency, which can encourage brand loyalty among customers.

Furthermore, because VR tracks a user’s movements, companies can use this to find out how customers might interact with their brands or products in real-world settings. VR can be a valuable resource for data, allowing marketers to create more compelling brand stories.

Creating more memorable experiences

Virtual reality helps consumers better visualize your products and how they can add value to their lives. Instead of merely looking at samples, consumers can use VR to access a digital environment that you’ve curated, allowing you to showcase what you have to offer in real time and how it can potentially be a solution to their needs.

With VR, you can build immersive worlds that provide your target audience with memorable experiences, which can help convert them into warm leads or loyal customers.

Putting the fun in advertising

Traditional ads can get boring fast. They don’t create memorable experiences and some ads, such as pop-ups, can feel spammy and even drive away potential customers.

例如，沃尔沃（Volvo）利用VR来展示Volvo XC90. Through the Volvo Reality app, users can enjoy a virtual reality test drive of the model and get a firsthand look at the car’s interiors.

While it’s not exactly using VR technology, Sony’s latest marketing effort with theMorbius 3D billboard在Milan is a good example of how innovative tech can push the boundaries of advertising and reinvent consumer experiences.

While the potential of VR in ads hasn’t yet been fully explored, brands can still incorporate the technology to create better, more memorable experiences for their target audience.

Showcasing your products in a new light

How can you communicate to potential customers that your product is the best solution for their needs? With VR, you can show customers exactly how your product or service can be a part of the solution.

One of the best examples here is Ikea’s Ikea Place app, which lets users try out true-to-scale 3D models of Ikea products and see how a particular piece could work in a given space. The VR-based app allowed Ikea to make solutions more accessible to its clients, allowing them to virtually try out a product before making a purchase.

Virtual reality is an impactful tool that can drive real results when done right. It can help businesses stand out from the competition, while letting them stay at the forefront of the latest innovations. By becoming early VR adopters, businesses can stay relevant in light of recent technological developments.

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Marketing Opportunities With VR

Virtual reality marketing can help marketers craft powerful, engaging campaigns that can best communicate your brand story and what you can offer.

通过虚拟现实,你不仅可以展示现有的职业ducts but also how new products are being developed. This allows consumers to get a more intimate glimpse of your creation process and can thus be a valuable resource for feedback.

Virtual marketing can help drive emotional engagement.

VR还预示着改进内容营销策略的出现以及创建更直观和沉浸式内容的内容。有了VR，营销人员可以通过允许消费者在购买产品之前实际上尝试使用产品来重塑他们如何提供体验。

One popular application of virtual reality in the real world is in the real estate industry. Real estate companies and agents can conduct virtual tours, helping buyers to virtually be transported to property and inspect the place for themselves, making them feel as if they’re really there. VR can also be used to showcase a property that’s still in development, which can help buyers see what it could potentially look like once it’s completed and fully furnished.

VR is also making its way to the metaverse with虚拟房地产. Metaverse platforms like Sandbox and Decentraland allow users to purchase virtual property and have early access to the metaverse.

Other industries that extensively make use of virtual reality include retail, tourism, healthcare, and product development.

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VR营销和影响者

在fluencers are making a huge impact on current marketing strategies and trends. How will emerging technologies like VR affect influencers?

As VR continues to gain traction, it will undoubtedly affect digital marketing strategies. We’re already seeing the rise of AI-powered虚拟影响者，这些是数字化身或3D模型，可以在各种社交媒体平台上找到。188滚球地址这些虚拟影响者是由创作者建造的，并像人类同行一样。

Many brands, such as Prada and Alibaba, are usingtop virtual influencersto enhance their campaigns and drive more engagement. Virtual influencers also help brands stay on top of the latest innovations and tap into the interests of their younger audiences. Moreover, like their human counterparts, virtual influencers can help with building brand awareness.

这留下了人类影响者？

Human influencers are already embracing virtual reality and augmented reality through app filters, creating branded content in the process and virtual concerts. The advent of immersive technologies will propel influencer marketing to newer heights. This will drive influencers to change up how they create content, taking into account VR and AR technologies through content like livestreaming digital reality interactions or creating 360-degree live content that still allows their followers to interact with them.

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How Virtual Reality Marketing Is Changing Brands and Consumer Interaction

虚拟现实将品牌和消费者连接到一个全新的层面上。它允许企业创建为目标市场量身定制的高影响力产品演示文稿。品牌可以将VR纳入他们的活动中，以向潜在客户展示他们的研发流程。此外，VR允许消费者积极参与品牌的营销活动，该活动可以通过更深入的精神和情感水平来提高品牌知名度和回忆。

Below are some examples of real-world applications of virtual reality:

Immersion as an educational tool

一些公司将虚拟现实用作教育工具。

GSK’s“ Excedrin偏头痛经验”向用户展示患有偏头痛的人的日常生活情况。偏头痛模拟器重现了偏头痛攻击的视觉症状，例如光环和光敏感性。对于那些从未经历过偏头痛的人来说，很难想象它是什么样的。这项运动使非抚养者穿着经历偏头痛的个人的鞋子，让他们了解偏头痛患者经历的事情，这可以帮助他们增加同情心。

Another example of using virtual reality for immersion isThe Guardian’s 6x9, a VR experience that places users inside a solitary confinement cell and relays the story of how solitary confinement can affect incarcerated individuals.

为了创造经验，监护人采访了以前被监禁的个人，为他们提供了与世界分享经验的途径，并描绘了长期单独监禁的心理影响的引人入胜的肖像。

Reinforcing the “try before you buy” concept

允许用户在购买之前尝试产品，可以帮助他们做出更明智的决定。公司正在使用VR来让用户尝试穿衣服，化妆，配件甚至家具，而无需去实体店。

Walmart is using anAI驱动的虚拟试验技术消费者在网上买衣服。This feature uses AI technology such as real-time image processing ad deep learning to create a simulation that helps buyers see what clothes would look like on them. Users can select a model that closely matches their height and size and use that to virtually try on a range of Walmart’s clothing offerings.

眼镜在虚拟的尝试趋势上也很大。EyeBuyDirectlets users virtually try on a range of eyeglasses and sunglasses using their phone or by uploading their photos (if they’re unable to use their phone cameras).

Similarly,SmartBuyGlasses还具有虚拟的尝试功能，可以通过拍摄自拍照视频或访问网站并搜索可用于虚拟试用的眼镜来找到完美的框架。

VR is redefining user experience

As we’ve previously discussed, VR can be an invaluable storytelling tool.

HBO, through VR, transportsGame of Thronesfans to an immersive simulation of Westeros by giving them two unique VR and mixed reality experiences—死者必须死：魔术飞跃遭遇and超越墙: A Game of Thrones VR Experience.

在The Dead Must Die, fans don a Magic Leap headset that transports them to a simulation of the icy North, giving them the opportunity to confront a White Walker and try to defeat it using a dragonglass dagger.

在超越墙, fans wear an HTC Vive headset that allows them to see and feel what it’s like to be a Night’s Watch ranger stationed at the Wall. To complete the experience, fans step into a replica of the Wall’s elevator.

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现在和现在的虚拟现实营销

Virtual reality isn’t just for games and entertainment. It’s a powerful and versatile tool that has made its way to the marketing industry. Early adopters are already using virtual reality to deliver new ways of promoting content, allowing them to create engaging and memorable content for their audiences. While we have yet to see its full potential, how virtual reality is currently being used by different brands and industries can give us a preview of what this emerging technology is capable of.