Virtual reality (VR) and augmented reality (AR) glasses are not recent concepts. Even so, many brands do not bet on the power that this type of enabled and specialized technology for creating experiences holds. In an increasingly digital market, it is the duty of CMOs to explore the potential of these features 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 may seem like very modern technologies, their fundamental ideas were already being explored in the 20th century, with various attempts to create devices similar to those we have in the market today. The Oculus Rift, for example, was one of the pioneers in popularizing VR, with its first version released 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 for interaction and immersion.
An example of case that was carried out involving AR was a campaign undertaken by IKEA, a well-known international furniture brand. In it, the brand developed an app that allowed users to visualize the furniture they wanted in their own environment, so they could feel more confident about the space it would occupy and how it would fit into the overall setting of the place. Through this AR app, IKEA took a big step in solving a latent pain point for all people who fall in love with furniture they discover online.
Another example that can be highlighted is the campaign carried out by Volvo. The company used virtual reality to offer users a test drive of the XC90 model directly from their phone, promoting the experience of a ‘weekend getaway’ through an app. The test drive virtual experience places the user in the driver’s seat, taking them on a road trip through the mountains. The campaign generated a significant increase in requests for information about the vehicle, surpassing the mark of 20,000 app downloads.
Given so many companies that have already explored these technologies, achieving very positive results, the entire market is projecting huge advancements and investments in their applications. According to a study published by ResearchAndMarkets.com, as proof of this, the Virtual Reality market is expected to jump from $43.58 billion in 2024 to $382.87 billion by 2033, driven by a compound annual growth rate (CAGR) of 27.31% between 2025 and 2033.
As a field still in development and with projections of continuous growth, it is time for small and medium-sized businesses to start investing and taking advantage of the benefits that advertising actions related to this technology promote. When technology increasingly dominates the market and there is little fundamental differentiation in product composition, creating an unforgettable experience for your audience can be decisive for a Lifetime Value that is colossal. Remembering, of course, that acquiring new customers will always be more expensive and difficult than retaining the existing base.
In this sense, seeking to use new technologies that are increasingly being integrated into people’s lives is a strategy that is not only interesting but necessary for companies that aim for continuous growth. Virtual reality is just one of the ‘new’ tools available in the marketing toolkit for companies to execute, as soon as entrepreneurs approve these actions that break the mold.