Mobile First: Consider Your Brand in 3D
There’s a radical shift taking place. Rapid advancement in mobile technology has made virtual reality (VR) a reality. With it comes the potential to take your brand from 2D to 3D, creating fully immersive sensory experiences that delight audiences and lead to long-term loyalty.
Menlo Park, Calif.-based Digi-Capital projects the augmented reality (AR)/VR market to reach $150 billion by 2020, with nearly $1 billion poured into the sector in the last year or so. With investment interest at its highest yet, it’s clear that virtual reality isn’t going anywhere.
There’s a Bigger Story and Marketing Opportunity
For marketers, both VR and AR provide an opportunity to engage with audiences beyond our current constructs. They offer new form factors — some not even thought of yet — and new ways to present and interact with content.
The technologies virtually eliminate the limitations of two-dimensional communication. If you think about it, content before the Web was presented in a very linear fashion. Think books, magazines, brochures, ads, direct mail. Even the concept of the Web browser we’ve been using for the past 20 years is based on the idea of traditional documents.
Our Web browsers are still limited to a 2D surface. With virtual and augmented reality, we now have the ability to create immersive content on three axis points — just like the world we live in every day. We have access to intuitive ways to interact with audiences in a 3D space that can’t be experienced on a 2D screen or piece of paper.
Mobile Is the Gateway
While Oculus Rift has gotten the lion’s share of the virtual reality attention, it’s the untethered devices that are bringing VR to the masses. Mobile-centric approaches, like Google Cardboard and Samsung Gear, combined with mobile apps, dramatically lower the cost of entry into the world of VR. They also reduce the learning curve for audiences. After all, almost everyone has access to a smartphone and knows how to download and use mobile apps. With them, marketers can create immersive experiences that rival those of the tethered devices.