Emotion In An Immersive Strategy
Technology has undergone a transformation. Creativity and innovation through multimedia devices have allowed marketers to leverage new advances, such as virtual reality (VR) to craft immersive brand experiences and create interactive advertising, which enables the consumer to experience products and spaces in an originative way.
VR and AR (Augmented reality) technology are set to change how consumers view the world, causing a new paradigm of how consumers interact. Such technology in the multimedia sector has forced brands to re-evaluate the experience they want to give their customers. The emanation of VR and AR is allowing users to embark on an entirely new immersive experience; blurring the lines between the real and digital world.
Research has shown that emotionally connected consumers are more than twice as valuable as ‘highly satisfied customers’ – they buy more of your products and services, exhibit less prince sensitivity, visit you more often, pay more attention to your communication, and recommend you more.
Further research conducted by Harvard Business Review in 2016 highlighted the most effective way to maximise customer value is to move beyond mere customer satisfaction and connect with customers on an emotional level.
VR has shown effective to elicit different types of emotions and provide users with “realistic, immersive, and interactive environments” that can derive a sense of ‘presence’. The higher the level of engagement is reflective of the level of ‘presence’ in a VR environment.
Brands such as Cancer Research have implemented this technology to connect with consumers at the recent RHS Hampton Court Palace flower show. The Campaign featured a VR ‘Life Garden’ to remember those who have left gifts in their wills to the charity, as the garden exists in VR, it could hold over 100,000 flowers; one for each person who left a gift in their will to Cancer Research UK.
The campaign was successful in a number of ways and the experience utilised data to make it even more personal for consumers. Using technology, or any other form of communication such as video can connect with customers on an emotional level and gives enormous opportunities for you to crease new value.
With the launch of our new video service, if you are looking to take advantage of using emotion in your campaign, our team is on hand to keep your brand ahead of the curve.