We put together a guide on all things immersive marketing. We’ll cover the following:
- What is immersive marketing?
- How does it engage customers and ultimately perform?
- How to get started
What is immersive marketing?
With standard marketing, a stellar piece of creative is pushed out through various channels and media, delivering a brand message to a potential customer.
Immersive marketing does more.
A stellar piece of immersive creative doesn’t just deliver a brand message for customers to react to (or not react to at all). True to its name, it immerses a customer and gives customers a way to actively engage with the creative.
Customers don’t react, they act — every marketer’s dream.
But, what actually is immersive marketing?
There are two main forms: experiential and digital.
With experiential marketing, also known as event marketing or engagement marketing, customers engage in a 1:1 activation that is physical in nature. Think a branded experience at SXSW or a temporary installation in a public space.
The digital side typically involves interactive 360° video and/or augmented and virtual reality experiences. This kind of content is delivered online to reach more people so marketers get more scale and go from 1:1 to 1:many.
See examples below of each kind:
An interactive 360° VR video experience:
Home Depot Built-In Pins campaign. This campaign featured clickable 360° photos of rooms that underwent a DIY makeover using Home Depot products. The campaign was distributed on Pinterest.
This kind of experience can also be used in a headset.
An AR experience:
How does it engage customers and ultimately perform?
Immersive marketing has been found to increase performance and drive measured lifts in marketing objectives like sales, brand awareness, and brand recall.
360° VR ads see a 300% increase in CTRs. 360° VR video ads increase video completion rate by 46%.
We even see that customers spend longer and engage more with immersive content.
You can view more stats here.
How to get started
Invest in 360° VR or AR content
Use our top picks of VR production companies to get started.
Depending on your budget, you can invest in a simple 360° photo or a full 360° video of several minutes. Go based on our marketing goals.
Photos do a great job at showcasing a product and video helps to tell brand narratives (but swapping works too!). Work with your producer to determine the best creative.
Determine your distribution strategy
Go beyond gimmicky one-time VR installations and scale your content to reach your desired audience.
Post on your website, your YouTube channel and on Facebook.
Distribute your 360° VR content through ad units across the web. Distribute through ad units on Snapchat and Pinterest. (Email firstname.lastname@example.org to get started).