What impact of virtual reality on digital marketing
For two or three years, many articles and reports on virtual reality have mingled with our news.
Nowadays, virtual reality headsets are not present in numbers in homes such as television, mobile phones or tablets. But if this were to become more democratic, by making it more accessible in terms of price and more useful in everyday life, headsets could well be a new digital channel for companies, where they can use them both for communication and for sell or trigger the act of purchase.
With regard to digital marketing, Definitions Marketing refers to it as, "all the marketing techniques used on digital media and channels". To put it simply, digital marketing is therefore marketing on all digital media such as computer, tablet, smartphone, television, radio and virtual reality headset.
Today, marketing aims to be closer and closer to its customers by creating a "one-to-one" relationship that is increasingly targeted. This is the rule to differentiate yourself from your competitors.
Customers want quality products and services immediately. They communicate directly through social media to share their positive or negative experiences, which has an instant impact on the brand image of companies. The war is therefore open to innovation and will defeat whoever does better than everyone else, before everyone else.
Experience the action as if you were there, that's what virtual reality promises us. In this subject, you will discover how this striking innovation of recent years could well become a major tool for the companies of tomorrow.
We will see together its impact on digital communication and how it can result in an act of purchase. Then understand how virtual reality headsets can be a sales tool and whether they can replace “real reality”.
And finally what can be the limits of this tool, between utility and morality for brands and consumers, and ask ourselves how far companies will go with respect for the privacy of individuals.
Digital communication in virtual reality
To communicate, companies use different media and go through many media, to better target prospects and customers.
Depending on their lifestyle and the time of day, a person will be able to see an advertisement on social networks as soon as they wake up via their smartphone, but also by watching television at breakfast time, listening to the radio during their trip to going to work, reading a clipboard at lunch and watching a series at night on their computer or tablet.
Advertising is omnipresent in the life of the consumer. It is thanks to these advertisements that the need can be created in the mind of the consumer, which can trigger the act of purchase later.
On the other hand, brands will have to be careful not to promise too much in their advertisements, so as not to disappoint their customers once they have their feet on the ground. Likewise, do not reveal too much to keep some nice surprises to experience and see with your own eyes.
Virtual reality should not replace real reality, but only arouse envy and remove the barriers to buying. But just because companies don't have to, doesn't mean they can't! Can virtual reality replace real reality? This is what we will discuss in this second part and understand how, in addition to driving purchase, it can be used as a sales tool with consumers.