As this digital landscape keeps on changing, the brands are now not only just competing in terms of quality or price but rather on the **experiences**. Digital marketing is seeing the use of Augmented Reality (AR) and Virtual Reality (VR) to gain prominence. As these two technologies become more and more user-friendly, new opportunities for customer engagement are unfolding in front of marketers' eyes.
# What Makes AR & VR Game-Changers?
The use of AR and VR is different as they bring the user into the **immersion**. They enable users to ''try out'' a product or service before buying it. By simply using the service, one becomes no longer a passive consumer but an interactive one, thereby gaining firms trust and excitement and connecting with them on a deeper emotional level.
* **AR (Augmented Reality):** Improves the environment of the real world with digital layers. For example, virtual trying-on for clothes, makeup, or furniture placement in your home.
* **VR (Virtual Reality):** Develops an entirely immersive digital domain. For example, Walking through a virtual store or attending a 3D product launch.
# Current Uses of AR & VR in Marketing
One of the uses of AR and VR in marketing is **Retail & E-commerce**. For the purposes of brands like IKEA and Lenskart allow customers to see the products in real life through AR apps.
Another use of AR & VR in marketing is the **Automotive Industry**. Examples such as Audi and Tesla offer VR showrooms where visitors can get visualized "test drive" experiences without leaving their homes.
The **Travel & Hospitality** industry is the next area where VR is increasingly being used. Virtual tours of hotels and destinations allow travelers to book with confidence.
Finally, **Events & Experiences** is another off the shelf idea where VR could be used for virtual product launches, interactive exhibitions, and immersive brand storytelling.
# Why AR & VR Matter for the Future
The major reason why AR and VR will be important in the future is
* **Higher Engagement:** Customers who are presented with immersive experiences tend to be engaged for a longer period of time.
* **Increased Conversions:** If a customer is allowed to try a product for use before buying, there's a high chance that the hesitancy will be removed and the customer will be confident enough to make the purchase.
* **Personalized Marketing:** Brands tend to stick in the customer's memory when they use AR filters, VR simulations, or gamified experiences.
* **Data Insights:** More interaction means more data, keeping track of which users chose what options in AR/VR environments gives brands valuable info for future targeting.
# Challenges Ahead
The possibilities open to the use of AR/VR are nearly endless but this doesn't mean that there aren't some hurdles it has to overcome.
* Expensive development procedures and high creation costs.
* Easy-to-use gadgets for customers (AR spectacles, VR headsets) are required.
* Ensuring that the privacy and personalization of users are balanced amid immersive spaces.
# Final Thoughts
AR and VR are not only bywords but they are also representing the **future of brand experiences**. The pioneers of the adoption of these technologies will not only differentiate from the rest but they will also be able to engage customers in a journey rather than simply offering a product.
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