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Eva Katinaite
Lora Kastelic
Jordan Graham
Conor Joss
Kerri Frew

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How can virtual reality be used in marketing (with examples)

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How can virtual reality be used in marketing (with examples)

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Virtual reality can be a successful marketing tool because it is:
- Immersive – users immersed in the content, fewer distractions, more attention on the message.
- Impactful – the intensity of experience is greater than traditional media
- Memorable
- Novel – early adopters can benefit from favourable media exposure.

Specific examples:
- Coca Cola – used Santa sleigh ride in Poland (works like a rollercoaster)
- McDonald’s – in Sweden Happy Meals come with McDonald’s own version of cardboard VR goggles and a skiing related game, this is also in partnership with Swedish skiing tourist destinations
- The New York Times used VR technology to create an immersive documentary about the children affected by war
- Topshop - catwalk experience during London Fashion Week

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What is virtual reality and what are the limits of this technology?

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What is virtual reality and what are the limits of this technology?

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Virtual Reality (VR) is the use of computer technology to create a simulated environment - VR places the user inside an experience. Instead of viewing a screen in front of them, users are immersed and able to interact with 3D worlds. By simulating as many senses as possible, such as vision, hearing, touch, even smell, the computer is transformed into a gatekeeper to this artificial world.

The only limits to near-real VR experiences are the availability of content, motion sickness, low quality.

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Social media is a computer-mediated technology that allows for the creation and sharing of content amongst a community of friends and social networks.

In marketing social media can be utilised by smaller businesses to reach a wider audience of customers. Social media marketing also allows for reviews of products or services which in turn will generate word of mouth marketing.

An example of a successful campaign which resulted in communication between business and customer is the British gas #AskBG captain which allowed for a live Q&A session on twitter.

Benefits - Allows for cost effective marketing, Its free to post content and communicate with others.Allows for geo-targeted advertising.

Limitations - takes time and effort, Post only available for a short period of time before it is replaced.

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Mobile Applications

A mobile app is a software application that is designed for use on small mobile devices such as smartphones and tablets rather than a desktop.

Marketers can use applications as a companion to other products, for example when a movie is released, companies release a gaming app related to the movie which generates interest in the movie and helps to promote it.

Marketers can also use mobile applications as an effective tool to build their brand. Marketers creating an application that would evoke interest would generate a high amount of downloads, which generates interest in the brand.

Benefits

·             Large % of population use apps (UK)

·             Keep your brand prominent in the marketplace

·             Help increase customer retention and loyalty

·             User spend longer on apps than websites

·             Allows you to demonstrate products/services more clearly and creatively (more in depth too)

·             Apps load faster than sites

·             Their specific use can be targeted to different types of users

·             Most are easy to use

·             Can be easily download/accessed (providing they have WiFi)

·             Can stay connected with clients/consumers wherever you or they are (most people carry mobiles all day)

·             A lot cheaper than brochures/catalogues

·             Environmentally friendly

Cons

·             Needs to be made to suit each platform (Ios/android, PC/mobile/tablet)

·             Require ongoing care

·             Not as simple to optimize as websites

·             Can be ore expensive depending on functionality

·             Smaller version of website – could damage perception of your brand if not done right)

Business Examples

Amazon Mobile App – simple/easy-to-navigate app that is very similar to the website except optimized suitably to suit mobiles

Facebook App – originally made for desktop, the Facebook mobile app is the most popular way to use Facebook as well as having add-on apps to make messaging easier and more effective