Since the 2014 purchase of Oculus Rift by Facebook for $2 billion, the potential of virtual reality has been igniting the tech world.
“VR is starting to move away from focusing only on the early adopters with infinitely deep pocketbooks toward early adopters that look a bit more like real live consumers,” says Lucas Matney in TechCrunch. “Mobile VR and console VR are going to be huge in gathering this interest.”
And the excitement is only building today in wider circles as new hardware comes to market and platforms are better tailored to industry-specific applications. Two such markets in the B2B marketing landscape are engineering and architecture.
This summer at the Cannes Lions International Festival of Creativity in Cannes, France, two popular ideas collided to form an unlikely pairing: virtual reality and branded content.
3D Content Marketing is here
Inspired by the growth of VR, MarketScale is moving toward 3D content in our marketing, helping designers and manufacturers of products create models that demonstrate their differentiators.
“For us, it all started with the 3D modeling of Clarus Glassboards utilizing VIMtrek and Samsung technology,” says Michael Galvan, Director of Content Production at MarketScale. “They created a 3D healthcare environment for viewing with Samsung Gear, creating a completely immersive experience for the viewer.”
As a leader in B2B content marketing, MarketScale has begun to move toward 3D content in its effort to help designers and manufacturers of products create models that demonstrate their product in the most effective manner possible.
“Manufacturers of premium products face price-pressure as buyers seek to purchase primarily on specifications and price,” says Galvan. “For architects and engineers looking to specify products, having 3D models to view in relevant environments helps communicate the premium value of a product.”
3D images are difficult to create and even more difficult to make photorealistic. They often require 3D glasses such as Samsung Gear or Oculus. Despite the challenges, however, this cutting-edge approach is here to stay. Manufacturers can showcase their premium differentiators in 3D and offer stunning visual representation of product. Immersive 3D imagery that carries BIM (Building Information Modeling) data to help in specification is helping set companies above the competition.
Virtual reality is poised to change how buyers engage with brands.The industry is set to exceed the $1 billion mark in 2016, and $80 billion by 2025. Clearly, virtual reality’s growth and possibilities can’t be ignored.Virtual reality has the potential to improve the content marketing efforts of brands across the world and engage consumers like never before through experiential marketing and storytelling.
Making VR work for your brand
How does a manufacturer, for example, improve customers' understanding of their product and its differentiators? The same way an architect or engineer communicates the premium value of their product: by providing a branded, 3D experience to its prospects.
Ideal for manufacturers and designers who want to command a premium, architects and engineers who want more visuals on the products they are buying, and end-users who get better a product because of improved communication between suppliers, architects and engineers, 3D content will change the marketing landscape.