4 Roadblocks Blocking The Rise Of Immersive Engagement
Businesses have always chased numbers. Today, businesses are also chasing opportunities to offer unique experiences. A chase that has let companies to far and wide avenues with rapid technology growth. Then why is VR, one of the most immersive of experiences, is at the bottom of many marketers wishlist?
The answer is simple – Not every business believes VR is yet VR. That is, not every business sees VR as a VIABLE and RELIABLE medium to drive customer experience and engagement. Why so?
Read on …
1. When Technology Isn’t Enough
Technology has evolved bringing virtual reality to reality and a host of devices and ways to deliver it mainstream. From Google’s Cardboard and Daydream to HTC’s Vive to Sony’s Playstation, there is no shortage of VR supporting devices. Sadly, technology isn’t enough.
Irrespective of the devices, the VR peripheral components (like your phone or tablet) do not offer a continuous VR delivery. Take your smartphone for example. VR mode drains batteries quickly, and the device does not offer a seamless view. VR supporting laptops or desktops, on the other hand, are too expensive for the many.
2. Brands Aren’t Clear About VR
Marriott Hotels has used VR to provide users immersive 4D experiences of their hotels located across London to Hawaii. Jaguar brought VR and Andy Murray together to promote their sponsorship of Wimbledon through a unique virtual tour.
But not everyone has had the same success. Given the immersive nature of VR, brands aren’t sure how best to exploit it and set their marketing strategy around it. Travel, gaming, even test drives can virtualize experiences. But how to leverage the same in healthcare? It would be unwise for health insurance providers to build a storytelling VR video around an accident or an ailment.
3. The Case Of Costly Investments
Production costs for 360 VR video varies, especially depending on the intended storyboard to be communicated and the mode of delivery (3D or reality). Intensive projects need increased investments and can cross $50,000 if done by one of the top agencies in the market.
4. Content – Key That Fails To Unlock Doors
One important thing with respect to immersive videos – the user is in control of the frame and not the video producer. This means developing the all-important subtle cues that direct the user to intended communication and a host of production dos and don’ts.
Herein, other than some established players, most VR content producers are new-entrants. The outcome – partners often fail to deliver the expected level of output that justifies the investments.