A Decision Tree for Immersive Tech in Your Marketing Efforts
Brands have an increasing number of digital options to market to consumers—some of the more alluring ones fall into the category of immersive tech (i.e. augmented, virtual and mixed reality). Because each new technology presents its own unique learning curve and complexity, we’ve created a simple framework to help marketers decide if immersive tech should be in the consideration set and, if so, which type should be deployed.
This decision tree is based on where immersive technology exists in its evolution today and is grounded in research we conducted as part of the Magid VR/AR Insights Consortium. (If you are reading this in 2022, stop here—the world has certainly changed.) This research was focused on entertainment, but the overarching insights can be applied more widely. Magid conducted six 2-hour focus groups with consumers familiar with immersive technology—3 in NYC and 3 in L.A. —to explore the impact of ancillary content (VR, AR, MR, and generally) on corresponding entertainment content/brands.
As with any marketing plan, one of the first questions is, “what business objective are you trying to accomplish?” In other words, the strategy must start with the goal of your marketing initiative.