The relevant marketing trend being discussed for the last couple of years is about qualitative visual content. Consumers’ expectations in terms of quality and comfiness are getting higher each day. VR/AR are going to become indispensable instruments of advertising companies, large brands, and so on in the nearest future, following the rapid technological evolution.
Why VR and AR are Such Expensive and So Effective Tools for Business?
VR stands for virtual reality — a three-dimensional computer-generated environment showing striking similarity to the real one. It is, in a way, analogous to a dream in the sense that you feel as if everything you see was tangible but not quite. This technology has proven to arouse much more passion and emotions in customers as compared to other marketing tools.
The most common implementation of virtual reality technologies is found in the realm of computer games, virtual gaming machines, and 5D/7D cinemas.
But VR is not meant to be used solely as an entertainment instrument. This innovational technology is deemed helpful in the medical sphere as well. VR is capable of supporting the patients struggling with mental disorders and reducing the stress before an operation, serving good not only to the patients but also to the doctors.
Virtual reality is also applicable to educational processes. It provides students with the possibility of safe experience with the help of realistic simulations, e.g., car driving, aircraft flying, etc.
AR is like a more simplified version of VR. It doesn’t create a whole new world but instead augments the real one with some features. AR technologies facilitate more safe and convenient driving experiences all around the world.
There is also a technology called MR, which is eventually a VR+AR combination. It allows placing 3D objects in the real world.
Why is VR/AR taking so Long to Evolve?
VR/AR technologies are, without a doubt, fresh and innovative. But does it mean that they don’t have their drawbacks and inconveniences?
Expensive manufacturing. Virtual reality requires a lot of investment. The marketing sphere itself is undoubtedly a promising one but unfortunately can’t be used to make profits here and now at the current stage. Product development can take everywhere from a month up to whole several years, depending on the scale of a project and its complexity.
The current absence of “virtual cinemas.” While the virtual reality technology is still a luxury for most people — not a single Hollywood company will take the risk of creating a full-length virtual film. The VR fanbase, on the other hand, is only capable of creating short-length films that won’t bring the amounts of money necessary in the niche to keep on making them.
Expensive equipment. There are some enthusiasts among the customers who can create their headsets, but when it comes to a high-quality product, the prices rise just as high. Then again, there are some cheap helmets often derogatorily referred to as the “sub-helmets,” but they won’t guarantee you the proper level of immersion into the virtual world.
Reasons for Exponential Growth of VR/AR in the Future
According to the researches conducted in this field, markets of augmented and virtual reality are going to amount to 66,68 billion dollars in the year 2020.
First-person impression from a product. VR/AR technologies are going to substantially increase the number of sales on a chosen product due to the significant immersion and close contact with the product. The experience is comparable to the first actual consumption of a product.
Virtual reality is capable of simulating the environment that enacts several organs of perception at once in a customer. These include the sense of hearing, smelling, visualization, and tactile perception.
The sales funnel stages shrinking. B2B sales format comprises of numerous travels, meetings, and presentations. AR/VR will help in making this process faster and more convenient for all parties. The positive effect is achieved because the product being promoted is no longer just a picture, idea, or concept. In essence, it is now a tangible object that a customer can have a real/virtual experience with right away. If you have succeeded in evoking positive emotions at this stage, the client will now most definitely be considering making a purchase.
Lowering the number of cases of wrong decisions. The technology is especially practical in the realm of medicine. Needless to say, when all the studying is done, and it is time to get to real surgical procedure, a practitioner needs to know how it looks in dynamic motion and not in static pictures.
Virtual reality is an excellent premise for the preliminary experience gain in the aspects where it isn’t very easy to get before the real deal. The innovative technologies allow everyone to fill in the gaps of knowledge in emergency cases such as explosions, landslides, floodings, and many more.
VR/AR in Digital Marketing
US Army
Using VR/AR technologies, US Army representatives combined personal stories with the missions that viewers had to complete. An ordinary viewer could have a sense of what a real American trooper’s life is like using the interactive immersion. This way, the army has not only realized a prolific personnel hiring company but also transcended the position of the military in the public’s eyes.
Implementation in the Realms of Education and Medicine
Virtual Reality and Medicine
Virtual reality will allow a future medical specialist to work out the essential skills before getting to work. A brilliant example of this is the Aachen University training simulator. A student an injection simulator to find the right spot for injection. This helps them to increase the accuracy of injections without having to do it on the patients.
The same method can be used to perform more complex and comprehensive operations such as cosmetic surgery, revealing all the difficulties and unexpected moments that can arise during a real one.
These innovational technologies are also valuable for digital pharma marketing. It can be challenging to articulate the exact mechanism of action of a particular medicine, explain the way it works to a layman client not opting for a scientific language. With the help of this technology, you can immerse a client into a product to highlight its benefits and effects.
Nanobot Medical is the pioneer in utilizing AR/VR in medicine since the year 2015. We are glad to apply our knowledge in solving ever coming tasks and enrich the digital pharma marketing realm with new exciting projects.
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