Immersive Technology: All You Need to Know and Their Marketing Uses

Technology has changed the way we engage with each other and tell stories about the world around us. For many brands, state-of-the-art innovations are becoming increasingly important as a way to promote their brand story, form a connection with their audience, and attract new customers. We took a look at some of the immersive technologies that are emerging in the market today, and how they are reshaping the future of marketing.

First Things First: What is Immersive Technology?

Imagine exploring fully virtual worlds or interacting with non-physical elements in the real world. That is what immersive technology is all about: creating environments that simulate your sense of sight, sound, and touch (and perhaps, one day, your sense of smell) for an immersive experience.

Real estate, healthcare, automotive, retail, entertainment, manufacturing, and events are among the industries that have embraced immersive technologies. Depending on their purpose, it can be used for creative visualisation, training, awareness, and education. Here are some you should keep your eye on!

Virtual Reality

Virtual Reality (VR) is where you interact in a digital environment that looks like the real one. The whole experience is completely virtual, unlike Augmented Reality. You would typically experience the virtual world through a VR headset like an Oculus, HTC Vive or Pico, although it can be easily enjoyed on a web browser or mobile phone.

Best Marketing Applications

• Promote spaces for real estate, hotels, event halls, luxury cars, universities, and tourist spots, giving customers a see-before-you-buy experience
• Create imaginative worlds, ideal for branding or generating sales potential before the spaces are built
• Develop training modules for healthcare or education
• Create fun and engaging experiences to advertise their products and services

Augmented Reality

Augmented Reality (AR) is when you can see a digitally rendered elements layered over a view of the real world. Some of the best examples of Augmented Reality today are Pokemon Go, which makes Pokemon look as though they are part of our reality, and Snapchat filters that add some AR bling in our photos and videos.

Best Marketing Applications

• Allow customers to virtually try our make up, jewellery and clothes before they buy
• Place furniture in the customer's room to help them plan out their home layout
• Let viewers interact with art pieces in an exhibition through their mobile devices
• Create buzz for your brand with a dose of AR fun

Mixed Reality

Mixed Reality (MR) combines both physical and virtual realities, by incorporating Virtual Reality, Augmented Reality, the Internet of Things (IoT) and more. Put on a pair of MR headsets and you can interact with the virtual objects as you would in the physical world. Mixed Reality is still being developed, and has not hit the consumer market just yet.

Best Marketing Applications

• Create prototypes of vehicles, furniture and other products in a virtual environment
• Facilitate learning and training by letting participants manipulate objects in a 3D environment and real-time simulation, ideal for fields like healthcare, education and engineering

Holography

Holograms are 3D projections which can be seen without any additional equipment - no cameras, 3D glasses or headsets needed! Think Princess Leia appearing as a holographic image in Star Wars. Through this holographic technology, you will be able to see these animations floating in mid-air, even when you look at it from a different angle.

Best Marketing Applications

• Steal the limelight in a grand launch through holograms that both entertain and feature your brand
• Let people envision what your product looks like before it is launched through a 3D projection at an event

Haptic Technology

Haptic Technology recreates the sense of touch through vibrations, air pressure and sound waves. While you might have already experienced this technology through the vibrations on your phone or game controller, but it is shifting towards natural interactions and materials.

Best Marketing Applications

• Since touch can be an important purchasing factor, let customers touch the product virtually and feel what it is all about
• Create immersive brand recall and connection in an awareness programme. For instance, Peugeot once launched a campaign where you can experience the feel of a car engine on your smartphone

Boost your brand with immersive technologies

At Actsugi, we craft virtual 360 tours supported by high-quality 360 photography, aerial imagery, and lifelike CGI renders. We also create 3D exhibitions and virtual reality guidebooks that tell stories about different communities and businesses, along with their journeys. Get in touch to tell your story in a way that expands the possibilities.

Get in touch with us to own your immersive virtual tour.