What is immersive marketing?
You’ll probably see and hear the word “immersive” more often now right? Words like “Augmented Reality”, “Immersive Reality”, “Mixed Reality” and so on… are becoming the new trend word, but do you know what they mean?
Immersive marketing campaigns surround you, even without realizing it. Virtual reality is already present in our lives and little by little it takes on more prominence. Every time you want to touch up your selfies with Snapchat or Instagram filters, you are using a form of Immersive Marketing Let me give you some clearer examples of immersive marketing so you can get familiar.
When it comes to good marketing campaigns, the phrase “immersive” is becoming increasingly popular.
Immersive Marketing is the new buzzword. Although we use it more commonly to represent videos, activities or experiences as part of the content, but it is something more than that. Is a type of marketing that involves putting yourself in the shoes of the customer
While a clear definition of immersive marketing is hard to formulate, this phrase generally refers to the idea of taking the customer to the heart of a story or experience.
The experience and multisensory marketing are a great complement to approaches at a different level.
This immersive marketing strategy is currently link with new technologies. Such as interactive video, enhanced immersion and virtual reality are examples of this.
These technologies change the interaction between the user and the content. This is because the user interferes with the process and feels that it is part of the action rather than passively watching or viewing the content.
Why is Immersive Marketing better than traditional Marketing?
Nowadays, users are practically immune to advertising.
Traditionally, marketing was about getting messages to a previously defined audience. And the marketing strategy that only tries to convince you to choose their product as the best option over others. You are just a recipient, that’s all.
This marketing system evolved towards the search for feedback from the public
Later on, this marketing system evolved towards the search for feedback from the public. Not only are messages being delivered, but also what their public wants and what they think about their products. This is taken into account in order to adapt to you and your likes.
You understand why we see so many influencers sharing their opinion on products? We want the opinion of other people similar to us.
Today, the model has progressed to the point where the public can choose what they want.
It’s no longer about sending messages that the public was almost forced to see, primarily through traditional channels like the press or television; instead, it’s about marketing that had to be tailored to individuals.
The game has changed, and in order for them to notice your brand, you must provide a certain level of value; otherwise, you will likely go unnoticed.
Without a doubt, traditional marketing requires a facelift to attract the attention of the audience and position a brand in a fresh and creative way.
However, how could we do that?
Introducing Immersive Marketing.
This is becoming easier to achieve because of immersive marketing. Especially for the sensations that are created.
Immersive experiences are the next marketing trend to achieve consumer loyalty.
It is about launching strategies that manage to generate experiences that immerse the user in an environment that promotes the positive image of the brand.
These are activities that engage the public’s senses and transport them to a different location. In addition, these “immersions” improve the experiences by making them more realistic and presenting the brand in a more appealing and engaging manner.
As a result, the user goes from a passive role to a proactive one in the experience.
However, even the growing demand from people brings new difficulties for brands. Now, the user needs to enrich these experiences.
When a brand really wants to reach its audience, attract it, influence it, and make sure they trust its image. Immersive marketing offers that advantage.
It all sounds good, but how do we do it?
Understanding of immersive marketing.
Traditional advertising aims to promote personal interaction with consumers through a memorable face-to-face experience. Immersive marketing attempts to engage consumers by involving them in the story.
Its aim is also to provoke positive emotions and long-term relationships between the consumer and the brand.
As you can imagine, those experiences are most powerful when integrated with digital marketing tools. For example, this is why a special hashtag is often associated with the event in question.
Me, myself and I…Personalization plays a big role.
There is no marketing strategy that does not have personalization as a fundamental weapon. In fact, the rise of selfies is not an accident. It highlights the user’s need to be the protagonist of all experiences. Technology, in this case, offers the option of working on this parameter. Virtual reality makes sure that companies create personalized content.
With this type of marketing, brands that are more trustworthy are developed. A brand that uses immersive marketing and is interactive, will stand out from the crowd.
You will have a better chance of maintaining your goal if you do so, why?
Remember this sequence: Stimulus, Emotion, Decision, and Memory.
What is a stimulus? A stimulus is an external or internal signal capable of causing a reaction in our person.
The stimulus can come through any of our five senses (sight, smell, touch, hearing and taste)
An emotion will be the response to a stimulus, which can be positive or negative.
Based on emotions, people make decisions.
As a final result, what all brands aspire to, what remains deeply engraved in our minds and hearts as consumers. What makes us react in successive moments when we are in front of a brand that stimulated us, moved us and caused us to make a decision? the memory.
Improve the customer experience.
The concept of this immersive marketing is ideal for creating positive interactions between the customer and the brand. All of this helps increase the credibility and value of the brand.
There are 4 key immersive technologies:
These activities, in addition to providing entertainment, they also involve and relate to the brand. The advantages are clear: it allows increases in customer engagement, brand awareness, adds value to both the brand and the customer, better understanding of the potential customer, and so on.
Virtual Reality (VR)
Virtual reality is probably the best known and longest established immersive experience. It is also perhaps the most intrusive through the use of enclosed headsets, which have only in recent years dropped in size and cost. VR replaces the real world with an entirely digital one.
Companies like Matterport Showcase goes far beyond the typical 360-degree tour. It’s the most realistic, immersive way to experience a property online, making viewers feel as if they’re there in person.
360 (360 degree imagery)
360 photography has become possible from advances in both camera and drone technologies. The experience is immersion in either images or videos previously captured in 360 degrees and can be displayed stereoscopically if desired. Headsets are not always required as handheld mobile devices can be almost as effective.
Augmented Reality (AR)
This type of Reality is popular, thanks to the Pokemon Go game. AR is a technology that incorporates digitally created content into the real world. It can work with live camera feeds on mobile device displays, images overlaid on vr headsets, or even holograms. AR is a great fit for many application due to its flexibility and low levels of intrusion.
Mixed reality (MR)
Mixed Reality is often confused or combined with AR. The differences are slight, but important. MR offers a smoother experience in which digital content is not simply overlaid, but can also react and interact with the real world.
Breaking down language barriers and global competition.
The first barrier to a global strategy is always language. However, immersive 3D marketing can be a visual solution to this problem. The visual world is transversal and does not require translation costs. Which puts it at a great advantage compared to traditional marketing.
The volume of business multiplies with this Immersive Marketing.
As mentioned above, the credibility of the brand also represents the popularity of the brand. In addition, this represents your value. In other words, the more well known a brand is, the more support it has from its customer base. Therefore, the higher its value in the market against the competition.
As for companies, the trend of the VR Web will make all the websites adapt and offer interactive content.
There are also virtual magazine like Immers3d Magazine that incorporates a great story stelling in their 3D virtual tour. This way the customers can get a better feeling about the place before they visit.
This technology no longer sounds like a science fiction movie, the future is here and it’s time to enjoy it!