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BEST PRACTICES & STRATEGIES

Application scenarios of virtual reality

in marketing

The media hype about VR is currently shifting to perience was worth the money. With virtual reality,
practical implementation because the technology however, teasers for such kind of purchases can be
is now suitable for the masses and has therefore made possible in advance, which is why the travel in-
become commercially relevant – especially for dustry in particular has been experimenting with virtual
marketing. In addition to VR glasses, there are reality for some time, providing, e.g., virtual tours of
now some smartphone models that can be hotels, resorts or cruise ships. Such virtual tours can
converted with simple attachments in such a way provide impulses for decision-making before booking a
that they offer a sufficient degree of immersion trip. In principle, the same applies to other immaterial
to enable virtual reality applications. experiences, regardless of whether it is a balloon ride,
a boat trip or a visit to a music festival. It would be con-

This brings the topic of augmented reality back into fo- ceivable, for example, to let the user walk across the
cus: e.g., the user looks at a shop through his festival grounds before booking the concert ticket and
smartphone camera and a layer is placed over the im- experience recorded concerts from the last few years in
age that displays information on current offers. There front of the stages.
are tons of application scenarios for VR in marketing 360° product presentation
since there is hardly a technology group that is not
dealing with the topic. Online shops try to compensate for the real experience
in the shop with product descriptions that are as pre-
Making experiences tangible in advance
cise as possible and photos from different perspectives
When booking trips, events or outdoor activities, you (360° views) and product films. Some are even already
can often only say after the purchase whether the ex- working with AR technologies, such as virtual fittings

August 2022: Immersive Technologies in Marketing 13