The reality of your budget
Ok, so the new technology is great…but who can afford it? Is this technology only open to the top brands?
Even if you can’t produce your own VR video, which is becoming more commonplace every day, there are ways to help your brand become a part of the process. Google Cardboard set the standard for home virtual reality devices. It took a technology that seemed advanced, overpriced, and out of reach, and it placed it right into the hands of the everyday consumer.
And you can offer that same technology, wrapped in your branding, to your customers for a relatively low cost. Google, and third-party companies who’ve re-purposed the cardboard design, allow you to create your own VR headset for customers.
Augmented reality is as simple as creating an app. The opportunities with AR are huge – you just need to identify what kind of information your audience wants, and what kind of environments they may want to interact with your company.
So what are the downsides?
As much potential as VR and AR have, they still face some limitations. At this point, the major hurdle is physical convenience. Exploring a new world is amazing. Strapping a visor on your head isn’t. Technology developers are constantly working to find a way to create the immersive experiences customers love without the frustration of putting something uncomfortable on your body. It’s been the major point of conflict for Google Glass since the technology was first announced, and the debate isn’t going anywhere.
The reality is, you still have your work cut out for you
Even with the dilemma of conquering the physical aspects of VR and AR, the technology is worth pursuing. If you’re able to create an experience that’s worth it, people will wear a headset. If you’re able to provide easily accessible information, they’ll pull out their phone.
The biggest question for marketers is: Can we create those experiences? Can we give people a reality worth visiting?
VR and AR are exciting, not just because they’re new technology. They’re exciting, because they’re giving us, as marketers, the potential to take what we love and multiply it by 1,000,000.
People love stories. And marketers have always strived to tell the best stories. But now, we aren’t just story-tellers. We’re world-builders. And with this new technology, we have the opportunity to make consumers a part of our stories like never before.