Mobile E-Commerce : Virtual & Augmented Reality on Mobile

Introduction

The marketing of XXI century aims at surprising, causing a storm of emotions, making interested from the first second of interaction, immersing in new worlds and spaces. People’s reality has long been no surprise. Therefore, it must be transformed with the help of augmented and virtual reality. Both are earning a lot of media attention and are promising tremendous growth (Augment, 2015). Both directions were first used in games. However, now companies see in them the potential to reach an audience using similar platforms. Marketers should go to meet with their potential customers, and augmented reality will allow you to interact with them in an entirely new way.

At first glance, it may seem that augmented reality and virtual are the same. Indeed, the WOW effect causes both win-win realities, but there is a significant difference between them. Moreover, it is worth finding out to understand which technology is more efficiently used for various marketing purposes.

Augmented Reality

AR is a technology that superimposes computer-modeled layers of improvements on existing reality. The main goal is to make it more expressive, multifaceted, and bright. In augmented reality, users see and interact with the real world while digital content is added to it (Forbes, 2018). Thanks to the hectic popularity of Pokémon Go, marketers have begun to pay attention to applications with this technology. AR is developed in applications and used on mobile devices.

The possibilities of augmented reality to work with customers are almost endless. Using the principles of online marketing in the real world, AR blurs the notion of advertising. International brands can use it to display their products on any surfaces and even people. Clothing stores create virtual fitting rooms so that customers can see how the thing sits on them. In the fitting rooms of fashion stores, Rebecca Minkoff installed “magic mirrors.” (Augment, 2015). Buyers, fascinated by AR, spend more time in stores, thus increasing their chances of buying. From 2014 to 2015, Rebecca Minkoff boutiques with “magic mirrors” increased their sales by 50%.

Lowes, a chain of stores selling household goods, is experimenting with augmented reality quite unexpectedly, but cleverly: from using navigation through departments to a holographic room inside which you can change the interior. Interior designs are ideal for working with AR/VR, so Lowes seems to be at the head of a revolution (Augment, 2015). Thus it is hard to imagine successful marketing without applying and enhancing AR.

Print advertising is an endangered species. Its profitability is decreasing since its production and distribution cost a lot. However, it can be revived with the help of augmented reality. “Reviving” brochures and flyers, marketers can use print ads to promote their products and services. Combining traditional forms of advertising with augmented reality and thus transforming one channel into several, we significantly strengthen the voice of the brand. It may not be very cheap (yet) and much more complicated than SEO and social marketing, but brands are actively looking for opportunities to adopt augmented reality.

Virtual Reality

VR is a computer simulation of reality or the reproduction of a situation. It immerses the user by making them feel like they are experiencing the simulated reality firsthand, primarily by stimulating their vision and hearing (Augment, 2015).  Virtual reality imitates both impact and reaction to impact. As a rule, “immersion” in virtual reality is achieved through particular (Google Glass, Hololens, and so on) gadgets. Basic goals:

  • Create the imaginary reality of games, entertainment, video, 3D-films, and others.
  • Enhance the quality of life.
  • Give an opportunity to prepare for a specific event creating an imitation of reality, where people can practice skills (for example, a flight simulator for pilots).

VR is suitable for companies that want their customers to plunge into the story; after all, AR cannot give them that (Forbes, 2018). By guiding people with the help of VR throughout the entire course of its development, a company can attract increased attention. It will contribute to greater involvement and personal communication with the brand.

The similarity of virtual reality and augmented reality

Technology

Augmented and virtual realities involve the same types of technology, and each of them exists to serve the benefit of users to enrich and improve their life experiences.

Entertainment

Both technologies can diversify the leisure of users, making it brighter and funnier. Now new artificial worlds come to life and are revealed to users who can control them. Deeper interaction with the real world is also becoming achievable. Leading technology magnates are developing new adaptations, improvements to products and applications that support augmented and virtual reality technologies.

Science and medicine

Virtual and augmented realities have great potential in modernizing medicine. With their help, not only examinations and consultations but also more serious things, such as remote surgery, are now possible. Also, these technologies have been applied to treat post-traumatic stress disorder.

Conclusion

Virtual and augmented realities are new forms of marketing, the advantage of which is a more advanced and involved audience. AR will be useful in any industry whereas virtual reality can provide a full-fledged sensory experience. Both types of immersion marketing can lead to the emergence of a new type of perception of advertising in general. Other forms of marketing will have to get used to having an audience that expects interactive approaches in advertising, keeping its attention and, ultimately, promoting sales.

References

“The Difference Between Virtual Reality, Augmented Reality And Mixed Reality.” (2018). Forbes. Retrieved from https://www.forbes.com/sites/quora/2018/02/02/the-difference-between-virtual-reality-augmented-reality-and-mixed-reality/#3d3814ee2d07

“Virtual Reality vs. Augmented Reality.” (2015). Augment. Retrieved from https://www.augment.com/blog/virtual-reality-vs-augmented-reality/

The terms offer and acceptance. (2016, May 17). Retrieved from

[Accessed: March 28, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016.

[Accessed: March 28, 2024]

freeessays.club (2016) The terms offer and acceptance [Online].
Available at:

[Accessed: March 28, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: March 28, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: March 28, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: March 28, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: March 28, 2024]
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