Quand le marketing du futur se tourne vers la réalité virtuelle.
Le marketing permet aux marques de promouvoir leurs produits ou leurs services. Ce concept évolue au fil des générations. Les nouvelles technologies occupent aujourd’hui une place de plus en plus importante auprès du consommateur. Ces dernières s’immiscent progressivement dans notre quotidien. Le marketing ne se base plus uniquement sur le visuel mais il devient multisensoriel grâce aux technologies. Nous allons nous questionner sur la place de la réalité virtuelle dans le marketing du futur.
Qu’est ce que la réalité virtuelle ?
La réalité virtuelle (RV) a vu le jour depuis quelques années et sa place devient prépondérante. C’est un outil immersif qui sera très utilisé dans le marketing du futur. La RV permet de diffuser deux types de contenus principaux qui sont les photos ou vidéos 360° ainsi que la 3D.
La technologie 360° permet par l’intermédiaire d’un appareil photo/vidéo de capturer un environnement existant donnant ainsi la possibilité à l’utilisateur de regarder autour de lui et de se retrouver immergé dans l’environnement dont il est question. Ce type de contenu est essentiellement contemplatif. En effet, il ne permet que peu d’interactions, mais engendre une représentation parfaite de l’objet, du paysage ou encore de l’action. Les vidéos à 360° permettent de favoriser le storytelling. Fortement utilisée dans le domaine du journalisme, l’approche offerte par la RV permet de nouvelles formes de reportages qui engendrent plus d’émotions chez les spectateurs. La plus grande limite aux vidéos à 360° est actuellement la créativité.
La technologie 3D quant à elle, permet de réaliser un monde virtuel et interactif dans lequel l’utilisateur devient acteur de sa propre expérience.
L’essayer c’est l’adopter !
Cette nouvelle technologie est une révolution car elle permet une expérience inédite et une immersion totale. La réalité virtuelle pourrait ainsi être utilisée par les marques pour que le consommateur ait la possibilité de tester virtuellement un produit avant de l’acheter. Grâce à cette innovation, plus besoin de décrire un produit complexe, il est désormais possible de le montrer et de le faire tester à son client de façon directe, immersive et sécurisée. L’expérience à laquelle va se prêter le consommateur va à la fois renforcer son intérêt pour le produit, mais aussi sa confiance et son attachement envers la marque. De plus, la réalité virtuelle est une technologie favorisant la mémorisation et une meilleure capacité de compréhension. Du fait de ses caractéristiques immersive, intense, novatrice et mémorable, la RV capte l’intérêt des consommateurs via une dimension ludique.
Enfin, en matière de marketing, l’engagement émotionnel est un élément clés qui peut fortement influencer l’acheteur dans sa décision. Le marketing via la réalité virtuelle est un outil efficace pour stimuler cet engagement émotionnel. Ce type de marketing va permettre aux clients de ressentir des émotions, ce qui permet également de favoriser la fidélisation et de créer une relation durable avec ses consommateurs. L’avantage du marketing émotionnel est qu’il touche toutes les générations, même si des études démontrent que la génération Y y serait plus sensible.
Cette possibilité d’essayer virtuellement le produit et de développer l’aspect émotionnel du consommateur permet de réduire les retours de clients non satisfaits du produit acheté. En effet, les retours sont dus au fait que les différents articles ne répondent pas aux attentes du consommateurs, or, avec le marketing du futur, basé sur la réalité virtuelle, cela sera moins fréquent. Par voie de conséquence, les déchets provenant des divers produits ne pouvant être revendus seront nettement réduit. Ce concept novateur est donc bénéfique pour les entreprises, mais le marketing du futur est-il accessible à tous ?
Une technologie accessible à tous et favorable à l’entreprise
Si le marketing du futur se tourne vers la RV, ce n’est pas un simple hasard. En effet, au-delà des avantages que nous avons évoqués précédemment, cette technologie est en général abordable et disponible dans le monde entier.
Au-delà d’être accessible à tous, la RV permet de réduire les coups des entreprises qui l’utilisent. En effet, il est possible de noter une diminution des coûts dans les espaces de ventes, les transports, la gestion de risque, la production, la masse salariale mais aussi une multitude d’autres facteurs. La RV permet également de donner à l’entreprise une image innovante. La réalité commence à être utilisée dans le marketing notamment dans le secteur de l’événementiel. Nous pouvons citer par exemple l’entreprise Red Bull qui propose, à ses clients, une immersion dans les sports extrêmes grâce à ses vidéos à 360°.
Vous souhaitez vous démarquer de la concurrence grâce à un marketing différenciant ? N’hésitez pas à vous lancer dans la réalité virtuelle et ainsi donner la possibilité à vos consommateurs de vivre des expériences inédites. Cette nouvelle technologie se retrouvera bientôt au cœur de votre stratégie marketing du futur ; alors n’hésitez-plus vivez l’aventure et communiquez de façon plus créative !
N’hésitez pas à lire ces articles également !
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https://gnitekram.fr/paris-2024-jeux-exemplaires-ou-simple-illusion/
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