The virtual reality (VR) and augmented reality (AR) glasses are not recent concepts. Nevertheless, several brands do not invest in the power that this type of technology enabled and specialized for experience creation 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 audience, contributing to enriching experiences and a significant increase in customer attraction and retention.
Despite appearing to be very modern technologies, their fundamental ideas were already explored in the 20th century, with several attempts to create devices similar to what we have on the market today. The Oculus Rift, for example, was one of the pioneers in popularizing VR, with its first version launched in 2013, 12 years ago. At the same time, augmented reality has also been gaining space with devices and applications that integrate digital elements into the physical environment, further expanding the possibilities of interaction and immersion.
An example of a case that was carried out involving AR was a campaign undertaken by IKEA, a very famous internationally furniture brand. In it, an application was developed by the brand itself that allowed users to visualize the furniture they desired in their environment, so they could have more confidence about the space it would occupy and how it would fit into the overall environment. Through this AR app, IKEA took a big step in solving a latent pain for all people who are delighted with furniture they discover on the internet.
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 on their mobile phone, promoting the experience of a ‘weekend getaway’ through an app. The virtual test drive puts the user in the driver’s seat, taking them on a road through the mountains. The campaign generated a significant increase in inquiries about the vehicle, surpassing the 20,000 downloads mark for the app.
Given the many companies that have already explored these technologies, achieving quite positive results, the entire market is projecting significant advances and investments in their applications. According to research published by ResearchAndMarkets.com, as evidence 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.
Being a field still in development and with predictions of continued 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. As technology increasingly dominates the market and there is little fundamental differentiation in product composition, creating an unforgettable experience for your audience can be crucial for a colossal Lifetime Value. Remember, of course, that acquiring new customers will always be more expensive and difficult than retaining the existing customer base.
In this sense, seeking to use the new technologies that are increasingly being introduced into people’s lives is not only an interesting strategy but necessary for companies aiming for continuous growth. Virtual reality is just one of the ‘new’ tools available in the marketing toolbox to be implemented, once entrepreneurs approve actions that break the mold.
