Integrating Virtual Reality into your Multichannel platform
Gartner identifies Virtual Reality (VR) and Augmented Reality (AR) amongst the top 10 technology trends, describing it in their technology hype cycle as being on the ‘slope of enlightenment’. However, despite the hype and now widespread availability, we are still seeing only a few successful applications of the technology for marketing outside of high-profile campaigns. As a tool for marketing, whether in a direct, personalized scenario or as indirect mass-media, VR presents many difficulties that may contribute to this lack of uptake; reach, cost, isolation, usability, content quality and closing the loop, to name but a few.
For indirect mass marketing, the lack of widespread consumer adoption combined with the widely varying quality available across the device spectrum has meant that successful VR/AR campaigns have been mainly limited to expensive high-end experiences or basic low-end experiences, typically with free Google Cardboard. However, as the quality of mobile VR improves alongside mobile device specifications, the availability of relatively inexpensive mobile VR headsets is also increasing. Combine this increasing reach with the introduction of Web VR, extending the delivery of content from bespoke platforms to social media, news and entertainment sites. We can expect to see an increased uptake of VR for indirect marketing.
On the other hand, for direct marketing applications, the challenges to overcome are not limited to reach; VR mirroring, the ability for a rep or other interested party to be able to see the content being viewed in the VR experience on a different device, is typically a deal breaker - predominantly due to quality - one with no satisfactory off-the-shelf solution. Considering the lack of integration with multichannel CLM/CRM platforms, making analytics and cross channel experiences difficult to achieve. Add in the typically high costs of development and it is easy to understand why adoption has been low.
At PharmiWeb Solutions we have solved these challenges for our clients by developing VR CoPilot, companion software that enables the real-time sharing of the VR experience including two-way interactions, tracking of behaviour, content, key messages etc. Delivered as part of our bespoke VR/AR experiences, VR CoPilot is platform agnostic allowing the sharing of content to any connected device e.g. tablet, laptop or another VR device.
VR is a natural fit channel for Data Visualizations and using VR CoPilot allows a rep or medical liaison to view, and interact with, the VR experience from their tablet. Multiple VR devices can be tracked simultaneously and all events, such as the viewing of key messages or requests for further information, are logged in real time and then uploaded to a central CRM system. This facilitates the tracking of activity against KPIs and enables tight integration to other digital channels.
To see a technology demo and find out more about how VR CoPilot can elevate VR to a valued member of your multichannel marketing platform - get in touch.