Virtual reality came to marketer’s attention in early 2015, matched by early curiosity as to its capabilities. Since, it has transformed the way audiences digest information, consume products and engage with brands.
Some years ago, a select few pioneer brands opted to engage with VR as a new medium. TopShop’s "Catwalk Experience" was the first of its kind - an immersive livestream shows specialised for retail. Followed by outdoor brand Merrell’s premier of their first ever commercial-in-motion virtual reality experience, Volvo also launched it’s own vehicle manufacture app, named "Volvo Reality". Ever since, with the development of technology and expansion of headset adaption, new trends and opportunities present themselves. How do VR apps market their products to select target audiences? How is this integrated into any brand’s day to day digital communications?
虚拟现实从2015年开始进入营销人员的视野，而当时营销人员对于这种新形式的媒体如何改变用户消化信息、消费产品和与品牌互动的方式感到好奇。
几年前，一些先锋品牌选择了这种新媒体，例如，TopShop推出了“The Catwalk Experience” - 一个身临其境的直播节目，户外品牌Merrell首次推出了商业动态虚拟现实体验，车辆制造沃尔沃推出了它 自己的VR应用程序“沃尔沃现实”。几年后，随着技术的发展和越来越多的VR耳机的采用，新的趋势和机遇是什么？ 在这个阶段，VR Apps如何向目标受众推销他们的产品？ 如何将其融入您的日常品牌传播中？
Digital transformation of companies is all encompassing, including marketing. As standard image, video and text promotion methods gradually lose their previous appeal, a new medium of marketing is gradually taking over. VR marketing belongs anywhere and everywhere - from universities, tourism, hospitality, factories, industrial parks to a company’s exhibition hall, it can be used to promote anything, anywhere. As it’s immersive user experience attracts more and more customers, it poses some questions; how can more innovative digital marketing materials respond to VR? How can ROI be evaluated in this new digital context?
传统行业的数字化转型涉及到方方面面，其中最重要的当属营销数字化转型了。随着常规图片、文字、视频等宣传方式逐渐失去他们固有的优势，一种全新的媒体形式VR营销被越来越多的公司所采纳，并形成了新的营销方式。不管是高校、旅游、酒店、工厂、园区，还是企业自己的展厅、样板间都可以通过VR进行营销宣传。这种身临其境的用户体验正在不断的吸引着大量的客户。那么如何去设计更加富有新意的数字营销素材？同时营销人最关心的ROI该如何进行评估？此环节将会通过一些VR营销案例，全方位为大家进行解读。