AR and VR aren’t just for tech industries anymore. This technology is branching out into other sectors, so the impact of VR and AR will be widespread. Within the agency and marketing industries, there are many ways that this tech could be and is being used. Some ideas may be further off than others, but it’s a good idea to keep up with the potential and current trends.
We’ve asked 11 experts from Forbes Agency Council to share the top impacts of VR and AR that they have seen or think they will see within the agency and marketing sectors. See what they have to say here.
Members share their thoughts on the impact of AR and VR.
Photos courtesy of the individual members.
1. Impact In Selling Experiences
Marketing professionals have to be on the cutting edge of tech innovations in order to spot opportunities for their clients. AR and VR can make a big difference for businesses that sell experiences. Whether it’s a hotel, an entertainment park, a wedding venue or a university, brands can recreate the setting with VR to give a taste of the experience and save time for their customers. – Inna Semenyuk, InnavationLabs
2. Lower Cost In Sharing Product
VR has changed the way that we view reality as well as the way that we view marketing. Recently, while in a showroom in Beverly Hills, I came in contact with a hologram model of a car. One thing that is helpful about this VR application is that there is a lower cost in sharing your product with an audience. No physical production is required with VR. – Jon James, Ignited Results
3. Delivering A Sense Of Community
I believe we are seeing a shift in consumers who are desiring a community that has been placed behind vanity metrics and personas due to the nature of social media. AR and VR have the ability to deliver this type of community and it will be interesting to see how people react to the use of this media type. – Sarah Remesch, 270M
4. Showstopping Demos
VR and AR are becoming increasingly popular in trade shows as a way to attract traffic to booths and demonstration areas. When visitors see the VR and AR demonstrations, they want to be a part of it and “see” what’s happening for themselves. In health care, which is our agency’s focus, this is particularly important for medical devices and new technologies. – Jodi Amendola, Amendola Communications
5. Transforming The Music Industry
It is only a matter of time before augmented reality takes over the music industry. We’ve seen many great examples of AR and VR transforming the music experience at live events, such as Coachella. My prediction is that music fans and artists will soon be connected through AR platforms to create a unique experience, providing an unparalleled connection between the artist and their fans. – Raffi Keuhnelian, INexxus
6. Dissolving Implicit Bias
The power of VR is that you can literally see the world from someone else’s shoes. As the world tries to break down barriers and implicit biases, VR will be used more to help people understand what it’s like to be another race, age, gender or sexual orientation. Sensitivity training via VR will hopefully open our eyes to our pre-existing biases and be more open to any minority group. – Emily Porter, Havas Formula
7. Increased Brand Engagement
Virtual reality holds incredible potential in brand engagement across the retail, commercial and entertainment sectors. It also holds promise for B2B marketers, particularly in creating engagement on the trade show circuit. We’re already seeing this with Progressive’s Lake Dash VR Experience and Samsung’s Moon for All Mankind. – Mary Ann O’Brien, OBI Creative
8. Increased Brand Awareness
The very nature of VR is extremely visual and immersive, which means companies will need to build their brand even more. Users will need to instantly recognize your brand because you cannot offer them an experience that is like an advertisement. The experience should be akin to a video game, which means it needs to be fun and interesting. If done right, they will associate it with your brand. – Jason Hall, FiveChannels Marketing
9. Virtual Advertising
Right now, AR and VR are used in very specific event marketing or defined spaces where you can experience a brand element or launch. Eventually, AR and VR will come into the general marketplace in the form of 3D or hologram billboards, in-car advertising with autonomous vehicles, etc. – Jessica Hawthorne-Castro, HAWTHORNE LLC
10. Heightened Experiences
Just as the internet changed everything and nothing, we predict VR and AR will do the same for marketing. The rules will still apply — know your audience and educate or entertain them to build a brand. VR and AR are starting to allow us to do that in new, immersive ways. Buyers’ interactions and experiences during their journey will be heightened and the expectations on marketers will be as well. – Patricia Rioux, Team ODEA
11. Try Before You Buy
AR and VR have been elevating the “try before you buy” e-commerce experience, helping buyers make more informed decisions. Not sure if that couch will match your decor? Point your phone and tap for a virtual taste before you schedule that delivery date. Can’t tell if those shoes are the right match? VR and AR lets you get up close and personal before you decide. – Bernard May, National Positions
