A public relations reality is this... meeting the digital version of Deepak Chopra or hiring a virtual person as an influencer. Technological advances are reshaping the marketing landscape. Learn tips and resources to add augmented reality and virtual reality into your strategy.
Augmented reality is more than a buzzword.
Move over human influencers; virtual beings might be the next-gen in the near future of marketing.
Ever want to grab a headset and meet your client in virtual reality instead of Zoom – see what your home office makeover could look like using augmented reality or create a virtual copy of yourself and send it off to teach your next webinar or Facebook Live?
Digital marketers are facing new realities, thanks to pandemic disruptions, diversity movements, and social distancing.
Everything – from virtual spaces, micro-messaging to digital creators to platform targeting – has completely turned marketing upside down in the last few months.
Defining Digital Marketing Realities
Virtual reality (VR), augmented reality (AR), mixed reality (MR), machine learning, and now virtual beings are all terms digital marketers need to become familiar with sooner than later.
They have quickly become one of the most accessible ways to market, communicate, engage, and teach.
Here are some of the latest definitions to add to your marketing speak.
Virtual reality is when you are in a fully immersive environment (computer-simulated and video).
Think gaming with a headset only this is no game. Imagine your avatar is meeting with your co-worker’s avatar in your company board room on a platform such as Alt Space VR.
VR gives the user the feeling of being in that environment, instead of the one they are at physically.
Augmented reality is the overlaying of visual content within your existing environment using a device such as glasses, or your smartphone through apps – think Snapchat or Instagram Filters.
Mixed reality, also known as spatial computing, is a hybrid version of reality merging a virtual environment and a real environment.
Think Princess Leia in “Star Wars” or fast-forward today to send a holographic press release with your CEO as a hologram.
Machine learning refers to the simulation of human intelligence in machines programmed to think like humans and mimic their actions.
Think R2D2 is now flipping hamburgers for White Castle, or you have a two-way human-like conversation to solve a health problem via messaging.
Virtual Being is a character that you know isn’t real but with whom you can have a two-way emotional relationship.
Think Twitter’s founder Biz Stone as your next keynote or Deepak Chopra conducting a meditation for you.
The catch – it’s not them, it’s via their Virtual Being.
Brands and marketers can now create a virtual being as part of its influencer’s marketing strategy, a computer-generated being programmed to be entirely relatable to your buyer persona.
Why Focus on New Marketing Realities?
Ecommerce Is Revolutionized
When heading out to the mall for retail therapy is not an option, AR and social networks like Snapchat are coming to the rescue.
While trapped in a global health crisis, augmented reality gives marketers and brands the power to thrive without putting consumers at risk.
Case in point – Gucci recently launched its first-ever shoe-try-on lens with Snapchat using the powers and style of augmented reality.
All you have to do is scan the promo shop code and get access to try-on the latest trends in footwear fashion.
Storytelling Becomes Immersive & 3D
While all this new marketing technology might sound daunting and think again.
Facebook is making it easy to jump in and experiment with immersive content.
Want to stand out in the feed?
Try using the 3D photo images or panorama images turning into 360 images on mobile.
National Geographic takes one small step for mankind and one large step for AR by taking climbing the world’s highest mountain using immersive storytelling and AR.
Connecting with your audience is about getting up close and personal.
Why would Lululemon buy Mirror, the interactive fitness company?
Experts say the future of fitness (or any industry) is all about creating meaningful content, connecting with customers, gaining loyalty, and the keyword, immersive relationships.
“During COVID, I’ve been meditating and working out w/my MIRROR. It’s like having an #AR personal trainer at home,” said Cathy Hackl, Futurist AR/VR Tech expert and author of the upcoming book “The Augmented Workforce”.
“I like how this #tech has allowed me to experience a part of the #future of fitness and AR and how its adoption has been accelerated by the pandemic,” Hackl added. “And if Lululemon turns this into a sales channel that can offer personalized gear and workout recommendations, it’ll be well worth the investment.”
Read the rest of this article on Search Engine Journal and find out