AR, VR, and AI. These three simple, two-letter acronyms are transforming not only how humans will engage with their everyday surroundings, but also how brands will captivate and market to consumers in the future.
Over the last several years companies from varying industries have demonstrated their dedication to generate customized brand experiences for their consumers by using augmented reality, virtual reality, and artificial intelligence as the vehicles to reach those consumers.
But how will this visionary technology aid in the rise of a new marketing era?
AUGMENTED REALITY AND VIRTUAL REALITY
While augmented reality takes our current reality and adds virtual elements to it, virtual reality completely engulfs the user and transports them to an alternate reality. Virtual reality achieves this through the use of closed goggles that block out a user’s surroundings and places their presence elsewhere.
Augmented reality’s first major introduction into the mainstream started with the blissful year that was 2016, the year Pokémon Go was released. The streets were littered with eager players and, more importantly, brands were taking full advantage of the trend by offering discounts, meetup events, and other perks to draw players into their stores.
On the other hand, virtual reality has been less widely adopted due to the pricey equipment users require to experience it.
Although currently seen as two sides of the same coin, the goal for augmented reality and virtual reality is to converge as one experience in the near future. Companies aim to do this by creating widely accessible devices that allow users to move seamlessly from “actual reality” through to virtual reality and augmented reality.
Augmented reality and virtual reality give marketers the chance to think about their creative campaigns as three-dimensional experiences, rather than two-dimensional ads that live on a screen. For example, if an agency’s client is a furniture manufacturer, the agency could potentially create campaigns that allow viewers to see how the furniture might look in their living rooms before they purchase it.
Immersive environments will also aid marketers in harnessing consumer data. Through the use of heat mapping, marketers can see how long a user’s gaze stays on a certain product and use this information to tailor custom marketing content to each viewer.
When you think of artificial intelligence, you probably think of the Google Home or Amazon Alexa sitting on your kitchen counter right now, but the future of artificial intelligence for marketers holds a much higher opportunity.
Through machine learning, artificial intelligence holds the power to gather information about consumers and give marketers the data they need to target relevant messaging to individuals on a bigger scale.
Future campaigns will have the ability to be able to target custom digital campaigns to consumers in real time using AI, which will influence their purchasing decisions more precisely than ever before.
As technology advances, marketers can only expect to continue finding creative ways to leverage artificial intelligence, virtual reality, and augmented reality to solve marketing problems and target audiences.