Virtual reality (VR) and augmented reality (AR) glasses are not recent concepts. Nevertheless, several brands do not bet on the power that this type of technology enabled and specialized for the creation of experiences holds.In a constantly digital market, it is the duty of marketing CMOs to explore the potential of these resources to create a share of memory in their target audiences, contributing to enriching experiences and a significant increase in customer attraction and retention.
Although they seem to be very modern technologies, their fundamental ideas were already explored in the XX century, with several attempts to create devices similar to those we have on the market today. The Oculus Rift, for example, was one of the pioneers in the popularization of VR, with its first version launched in 2013, 12 years ago. At the same time, augmented reality has also been gaining ground with devices and applications that integrate digital elements into the physical environment, further expanding the possibilities of interaction and immersion.
An example of case what was carried out involving AR was a campaign undertaken by IKEA, a well-known international brand in the furniture business.In it, an application was developed by the brand itself that allowed users to view the mobile they wanted in their environment, so that they could have more security about the space they would occupy and how it would fit into the general ambiance of the place. Through this AR app, IKEA took a big step in solving a latent pain of all people who are enchanted with furniture they discover on the internet.
Another example that can be put into focus is the campaign conducted by Volvo. The company used virtual reality to offer users a test drive from the XC90 model direct by mobile, promoting the experience of a “escape weekend” through an application test drive virtual inserts the user in the driver's seat, driving him along a road in the middle of the mountains. The campaign generated a significant increase in requests for information about the vehicle, exceeding the mark of 20 thousand downloads of the app.
In the face of so many companies that have already explored these technologies, achieving very positive results, the entire market has been projecting enormous advances and investments in their applications. According to a survey published by ResearchAndMarkets.com, as proof of this, the Virtual Reality market should jump from US$ 43.58 billion in 2024, to US$ 382.87 billion by 2033, driven by a compound annual growth rate (CAGR) of 27.31% between 2025 and 2033.
Being a field still in development and with forecasts of continuous growth, it is time for medium and small companies to start investing and taking advantage of the benefits that advertising actions related to this technology promote. When more and more technology takes over the market and there begins to be little fundamental differential in the composition of products, creating an unforgettable experience for your audience can be something decisive for a Lifetime Value colossal. Recalling, of course, that the acquisition of new customers will always be more expensive and difficult than the loyalty of the existing base.
In this sense, seeking to use new technologies that are increasingly being inserted into people's lives is a strategy not only interesting, but necessary for companies that aim for continuous growth. Virtual reality is just one of the “novas” tools that are available in the suitcase of marketing companies to be carried out, from the moment that entrepreneurs approve such actions that break the standard.
