Recently the text on 60secondmarketer.com listed 50 social media platforms that every marketer should know, showing the world of complexity we, both marketers and consumers, live in. 

In the age of divided attention and immediate gratification, the biggest fear of every marketer is that his or her message will be skipped and unnoticed and that it would be impossible to keep up with the needs and wants of the consumers.

The fourth industrial revolution is at the doorsteps of marketers and innovators in the worldwide hubs. It is no longer a question whether the audience will accept it; we should rather question how and why they will embrace it and what it means for marketing businesses worldwide.

AR and VR are the light bulbs blinking brightest in the saturated marketing world because they prove solutions to three challenges that CMOs try to solve constantly:

1)       How to provide immersive experience that clients would engage with and come back to?

2)       How to create the personalized message for end-users on demand?

3)       How to serve as many customers in the least amount of time at the fraction of cost?

According to Digi Capital AR and VR markets have the huge market potential: to become a $150 billion industry by 2020 since over 200 VR companies are raising capital to step up their game and be ready for that market. Still what do all these AR/VR fanfares mean to you, the tech-savvy marketer?

First of all, we need to distinguish between VR and AR and we loved the Digi Capital’s observation that AR is from Mars and VR is from Venus.

Although both technologies rely on outstanding 3D high definition video and audio, VR completely engages you and puts you into the world of virtual, whereas AR is partially immersive; it enables you to augment items from the real world. To put it simple, with VR you are wearing a console on your face and with AR you are interacting with your mobile phone or tablet.

Let’s now look at the answers to the pressing marketers’ questions:

1)       How to provide immersive experience that clients would engage with and come back to?  

Due to the very nature of these technologies, AR has the competitive advantage over VR and it can disrupt the smart phone and tablet markets. Just think about the power of the IT gadgets and the range of useful data you can extract as you bringyour mobile device close to the objects that surround you.

Also, according to Info.4Imprint.com parents involved in AR marketing spent 83 seconds viewing and interacting with each ad in comparison to 12 seconds of traditional marketing.

VR devices, connected to the body and senses of the users, create a new reality where all previously unimaginable experiences can become within our reach. 

Virtually and literally. Thus, VR becomes a lifestyle that goes beyond early adopters in the gaming world and now it starts to attract niche users in tourism, medicine, education, entertainment that love the 3D setting and gamification of VR.

2)       How to create the personalized message for end-users on demand?

The special software that goes hand-in-hand with AR and VR devices can be integrated with the existing platforms for marketers while key metrics are able for analysis and this is the principle we use on a daily basis at DunavNet.

It is fantastic that AR and VR are moving beyond simple scanning of QR codes, gaming and creating videos from a physically available print material.

These technologies can solve real business problems and disrupt the existing business models as they canreduce inventory, optimize business processes, analyze the big data and createnew emotional connections through shared virtual experiences not only for consumers, but also for other stakeholders along the value chain.

At our company we created over 30 AR & VR solutions. These solutions are custom made or are available for users to create their own using AR platform, available on ARgenie website. Our clients at the moment originate from the range of industries: retail, banking, tourism, food and beverages, sport, entertainment and education. 

ARgenie is a web browser on-line toolthat enables the customer-focused deployment of AR application on any platform: Android, iOS, Windows and Mac.We created ARgenieon the basis ofdrag & dropconcept which does not require programming skills to make your experience very intuitive and we cannot wait to meet you this September at TFMA in London to create together fantastic solutions for your brand.

Currently, we are improving the ARgenie with Virtual Reality assets, to become MRgenie – web browser on-line toolthat enables the customer-focused deployment of AR&VR (MR – Mixed Reality) application on any platform:Wearables, Android, iOS, Windows and Mac.

3)       How to serve as many customers in the least amount of time at the fraction of cost?

AR and VR are equally applicable for B2B and B2C campaigns and you as a marketing agency can focus on serving the high-end or low-end market, as for instance you opt for more premium campaigns with Oculus Rift or massive market solutions with Google Cardboard.

Our company has decided to be at the frontier of what Facebook defined as Moments that Matter be that once or few-times-in-a-lifetime moments, once-a-year, everyday or multiple-times-a-day moments.

That is why our VR and AR solutions captured our clients’ products and brands on special occasions regardless of their frequency: when users are on the lookout for the perfect home and needkey insights about the real estate, when business partners want to celebrate with exquisite wine, when general audience tries new ice cream as refreshment.

Following the examples of Marriott’s virtual honeymoon and Volvo’s Google Cardboard test drive, AR and VR are already transforming how users choose to reunite with their families, make important purchases, travel into the unknown or conduct meetings as they scanned through the guest list in advance.

Augmented Reality has the excellent application in events industry and from our experience the treasure hunt kept users on their tip toes and made them connect better. Now the city branding campaigns thanks to markers and other personalized features energize more fans of the cities that want to leave their personal touch, while the marginal cost to serve them practically does not increase.

As we try to estimate how the businesses will look like over next 10-15 years it is easy to imagine Mark Zuckerberg’s predictions turned out to be true. ‘‘The new platform that is more natural and more built into our lives rather than mobile phones.’’

The VR social network is already here and in the world where friends and family socialize within the virtual reality setting, the marketers want to be present, as well.