The market world is changing, and so are consumer preferences. Generation X mostly relied on television, banners, and telephone as their source of marketing information. Millennials were one step ahead due to the prevalence of the internet all over the world.
However, when it comes to Generation Z and Generation Alpha, they are more interested in experiencing a product before buying, and that too without leaving the comfort of their homes. According to studies, almost 52% of Generation Z in the United States prefer online shopping, and the trend is increasing.
This is where immersive marketing becomes vital for the business fraternity.
What is Immersive Marketing? Immersive Marketing Definition
Immersive marketing is a dynamic approach that aims to establish a deep emotional connection with consumers/customers.
Through immersive experiences, individuals are fully engaged and immersed in the marketing message, nurturing a sense of connectivity and resonance. The concept of “immersion” can be understood as complete involvement in an experience.
The primary objective of immersive marketing is to captivate consumers’ attention and evoke strong emotions that leave a lasting impact. This technique leverages various tools, such as:
- Virtual reality (VR)
- Augmented reality (AR)
- 360° videos and interactive experiences
Unlike traditional marketing, which often remains passive, immersive marketing actively engages consumers, enabling them to become active participants who feel personally connected to the brand.
Furthermore, by embracing digital transformation, businesses can enhance customer experiences more effectively. Immersive advertising facilitates the creation of impactful campaigns that create
- Brand engagement
- Recognition
- Customer loyalty
- Scalability
- Efficiency
- Brand visibility
You can also read more about immersive marketing, how it works, and real-world examples in our post What is Immersive Marketing—Definition, Types, Examples, Pros, and Cons.
Immersive Marketing Benefits for Small Businesses
AR (augmented reality), an important tool used in immersive marketing, plays a pivotal role in creating real-looking experiences for consumers and ultimately minimizing the need to travel.
“I think that VR will be a great way to reduce the amount of travel that’s required for business,”
Annie Eaton, CEO of Futurus.
What’s more, according to a survey conducted by NielsenIQ, 56% of the shoppers said that AR boosts their confidence regarding the product’s quality.
Here are key immersive marketing benefits for small businesses.
Better customer interaction and understanding
Small businesses can utilize immersive marketing methods, such as virtual reality (VR) or augmented reality (AR), to generate interactive and captivating encounters for their customers.
These encounters have the potential to attract attention, boost brand recognition, and leave a memorable impact on prospective customers.
For example, businesses can use VR (virtual reality) to test a new product by inviting customers and letting them experience the prototype through VR. The feedback, when incorporated, will refine the final product right according to consumers’ needs.
Improved business branding
The market is typically saturated with fierce competition for small businesses. Immersive marketing provides an exceptional chance to distinguish your brand from rivals by providing unique and unforgettable experiences.
Incorporating immersive technologies allow small businesses to establish a unique brand identity and set themselves apart from their competitors.
For example, small businesses can reach their distant customers with the help of AR. That said, a business may arrange an event that their customers from distant areas can attend. Companies can do it by setting up a virtual fitting room or a dining room and inviting customers (who ordered delivery) to participate in the event and virtually dine together.
Better reach and gain customer trust
Diverse digital platforms enable the sharing and accessibility of immersive marketing methods, like virtual experiences or 360-degree videos. This broadens the scope for small businesses, extending their connection with a larger audience.
Furthermore, these experiences provide customers with the flexibility and convenience of accessing them at their preferred time. What’s more, allowing customers to have a first-hand view of how a company does things help them win their trust.
For example, dairy businesses like Vital Farms give their customers a reality-like experience with the help of their 360-degree videos. The company promotes “cage-free” production of eggs.
How Can Small Businesses Improve their Administrative Operations with Immersive Technologies?
In addition to that, businesses can also make their internal processes more effective by using immersive technologies. Here is how.
Remote hiring through VR
Hiring managers can utilize VR technology to hire talent from distant areas. They can set up stimulated offices and invite potential candidates to a virtual tour of the company or the workplace.
Candidates will be able to get used to the environment and company culture without physically visiting the company.
Safety training through VR
Just like remote hiring, businesses have had success using virtual technology for safety training. Employees wear VR headsets and interact with a virtual demonstration of their workplace or environment.
Enhanced business cards
Many small businesses are integrating AR technology in their business cards for networking purposes. For example, when users scan those cards, they may get a video message from the founder or CEO of the business. Some businesses even provide an interactive view of their complete product line.
Final words
Scott Kirsner, the co-founder, and CEO of Innovation Leader, says that Immersive technologies like VR and AR are becoming the future of marketing.
The best thing about immersive technologies is that they are cost-effective; even small businesses can afford them with ease.
Google, Facebook, Instagram, and other similar platforms have already begun employing AR/VR technologies on a regular basis; are you doing the same?