AR, VR today and application in marketing

SMD Students: Tran Anh Tho, Luu Thi My Dieu, Pham Khanh Linh, Pham Le Giang Thanh, Tran Hanh Nhu.

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What is AR, VR?

  • Augmented reality and virtual reality are reality technologies that either enhance or replace a real-life environment with a simulated one.
  • Augmented reality (AR) augments your surroundings by adding digital elements to a live view, often by using the camera on a smartphone. 
  • Virtual reality (VR) is a completely immersive experience that replaces a real-life environment with a simulated one.

=> It might be more cost-effective to use AR for some purposes than VR since the former does not require any additional devices or headsets and can often be operated through a regular smartphone.

The difference between AR and VR

  • AR is a technology that creates digital images that can be displayed in the real world. It keeps you in the real world and only inserts virtual elements into the real scene.
  • VR is a technology that simulates the real world, putting the user at the center of the experience through interaction in the 3D world. It takes you into a virtual world with fully digitally rendered images.
  • AR technology enhances the user experience by adding virtual elements such as digital images, graphics, or scenes as a new layer in interacting with the real world.
  • The real world of VR is entirely computer-generated and controlled.

AR, VR in Marketing & Communication

  1. Applications of AR and VR in marketing – communication in Vietnam
  • Promoting interactive advertising forms, “breathing” advertising activities on traditional media channels.

For example:

““Én khai xuân” (CocaCola) using augmented reality

  • Improving the effectiveness of brand promotion, create viral effects and build a community that connects public objects with the same passions, interests and concerns about the brand. signal (more clearly expressed) on the Internet platform.

In order to specialized devices, websites or separate mobile apps, AR/VR technology is also widely supported on social networking platforms such as Facebook, Instagram, Youtube, Tiktok, Snapchat, etc. resulting in unexpected contagion effects.

  • Enhances customer experience, helps them understand products and services, shortens purchasing decision-making time, and makes a difference in competition.
  • Supports event organization and is a tool for developing virtual tours/events.
  1. Applications of AR, VR in marketing and communication in the word
  • Grab customer attention

Using AR and VR tools will help you reach a large audience, collect information about them, and personalize your marketing strategy to their tastes. The novelty of AR and VR in marketing can also help raise interest in the product.

  • Improve product visualization

AR and VR can help potential customers visualize in 3D before buying it. This gives customers increased confidence in the product they are purchasing. In this way, marketers don’t have to physically reach their customers to give them an experience of the product.

  • Try before you buy

Marketers can also let users try on the products virtually before buying them. 

Business Advantages

  • Enhance customer experience: Providing customers with real-life experiences will increase consumer engagement rates. For example, you want to order a wardrobe and are wondering where to put it in the bedroom and whether it will fit or not? AR and VR technology will help a lot, by recreating the true size of the item to be purchased into the space where you live through the camera on your smartphone or computer.
  • Time-saving: Imagine, one day, users just need to sit at home and click on what to buy. Then immediately, the system will reproduce the actual image of that item in real space.
  • Improve safety procedures: According to a 2020 report, VR training can reduce the occurrence of workplace injuries by 43%. Such a huge reduction in risk can not only help companies save money, but can also avoid any damaging PR issues or employee dissatisfaction with workplace safety.

Simple and effective communication: There are many businesses in many fields that are leveraging AR and VR by hosting virtual conferences for vivid, detailed presentations and better understanding of projects. Besides, AR and VR also remove language barriers with language translation tools that support fluent communication. Thanks to that, companies can take care & support customers everywhere.

University of Economics Ho Chi Minh City – School of Media Design