Digitalization has fundamentally changed marketing. With the advent of new technologies such as Mixed Reality (MR) opens up completely new opportunities for companies to reach customers in an innovative and immersive way. But what exactly is behind this term and how does MR differ from existing technologies such as Virtual Reality (VR) and Augmented Reality (AR)? In this blog post, we provide an overview of mixed reality in marketing and explain the basic concepts.
Mixed reality refers to the merging of the real and virtual worlds, in which physical and digital objects interact with each other in real time. In marketing, MR enables the creation of experiences in which customers can experience products or services in a way that was previously not possible.
For example, MR glasses allow customers to view, interact with and even customize virtual product models in their real environment. This not only creates a more intense brand experience, but can also have a positive influence on purchasing decisions.
To better understand mixed reality, it is helpful to understand the differences to Augmented reality and Virtual Reality to know.
VR transports the user into a completely virtual environment. VR headsets such as the Meta Quest 3 immerse users in computer-generated worlds that completely block out the real world. In marketing, VR is often used for virtual showrooms or immersive brand experiences.
AR superimposes digital information on the real world. A well-known example is the game Pokémon GO, in which virtual characters appear in the real environment. In marketing, AR is often used in apps to provide additional information or interactive elements.
MR goes one step further by combining the real and virtual worlds and allowing them to interact in real time. With devices such as the Apple Vision Pro users can see the real environment as well as place and manipulate virtual objects in it.
Mixed reality offers a wide range of possible applications in marketing:
Customers can place and test products virtually in their own environment. For example, pieces of furniture can be visualized in their own four walls before they are purchased.
MR enables interactive advertising campaigns in which customers can actively interact with the brand. This increases customer loyalty and creates an unforgettable brand experience.
Companies can use MR for training or virtual events to convey complex content in an innovative way.
The further development of MR technologies is constantly being driven by new VR devices:
The latest VR goggles from Meta (formerly Facebook) offer advanced features for VR and are starting to integrate MR functions that enable more immersive experiences. The Quest 3 has now also been launched in a more affordable version: The Quest 3S costs €350 and is both affordable and powerful.
Apple's entry into the world of mixed reality sets new standards in terms of user-friendliness and integration into the existing Apple ecosystem. With advanced sensors and displays, the device offers impressive MR experiences. However, at €4,000, the Apple glasses are not exactly cheap.
These devices make mixed reality more accessible and open up new ways for companies to expand their marketing strategies.
Mixed reality is still in its infancy, but the potential is enormous. As technology advances, MR experiences are becoming increasingly realistic and accessible. Companies that embrace this trend early on can secure a competitive advantage and inspire their customers in a completely new way.
MR is expected to become a permanent fixture in the marketing mix of many companies in the coming years. The integration of AI and personalized content will further expand the possibilities and create tailored customer experiences.
Mixed reality is revolutionizing marketing by blurring the boundaries between the real and virtual worlds. The fusion of both worlds enables immersive customer experiences that create deeper connections to the brand. With current technologies such as Meta Quest 3 and Apple Vision Pro, companies have powerful tools at their disposal to exploit this potential.
Companies should now recognize the opportunities of mixed reality and integrate it into their marketing strategies in order to remain fit for the future and inspire their customers in an innovative way.
Are you interested in developing a virtual reality or 360° application? You may still have questions about budget and implementation. Feel free to contact me.
I am looking forward to you
Clarence Dadson CEO Design4real
