Application of Virtual Reality (VR) and Augmented Reality (AR) in Marketing: Trends, Implementation Methods, and Outstanding Benefits
2025-08-05
In recent years, Virtual Reality (VR) and Augmented Reality (AR) technologies have transcended the boundaries of the gaming and entertainment industries to become an integral part of modern marketing strategies. No longer just futuristic concepts, VR and AR are now strongly present in the marketing campaigns of both major brands and small to medium-sized enterprises (SMEs).
This article will help businesses better understand VR/AR marketing—from concepts and benefits to effective practical implementation.
Understanding VR and AR in Marketing
What is VR (Virtual Reality)?
VR (Virtual Reality) is a technology that creates a fully immersive virtual world, allowing users to “submerge” themselves via virtual reality headsets. In marketing, VR provides virtual showrooms for customers to explore products without visiting a physical store, or builds branded games to create deep interactive experiences with products/services. This enables brands to forge stronger and unique connections with users.
What is AR (Augmented Reality)?
AR (Augmented Reality) is a technology that enhances the real world by superimposing digital elements onto it. Users still see their surrounding environment, but it is supplemented with 3D images, effects, or instructional information. Common applications include product try-on filters (makeup, clothing, furniture) directly via phone cameras, or AR maps at events helping visitors easily navigate to booths.
| Criteria | VR (Virtual Reality) | AR (Augmented Reality) |
| Space | 100% Virtual | Real World + Virtual Elements |
| Device | Dedicated VR Headsets | Smartphones, Tablets |
| Purpose | Deep immersive experience | Instant interaction enhancement |
| Implementation Cost | Higher | Flexible, more accessible |
| Common Applications | Showrooms, games, events | Filters, ads, instructions |
Benefits of Applying VR and AR in Marketing Strategy
Integrating VR and AR into marketing strategies opens up new potential for businesses. Beyond being advanced technological tools, VR and AR deliver superior benefits, helping businesses differentiate themselves, elevate customer experience, and optimize business efficiency.
Elevating Customer Experience
VR and AR allow customers to interact directly with products in the most realistic way possible—almost “like the real thing”—even before they make a purchase decision.
– Product Experience: Instead of just viewing images or videos, customers can “interact” directly with products in a 3D space. A prime example is the IKEA Place app. With AR, users can place virtual furniture items into their actual rooms to see how they look, fit, and match the overall space. This helps customers visualize products clearly, leading to more confident purchasing decisions.
– Maximum Personalization: VR and AR enable the creation of deeply personalized experiences that meet specific customer needs. For instance, in the fashion industry, customers can “try on” virtual clothes or accessories via AR, helping them choose satisfactory products without visiting a store.
Increasing Conversion Rates and Reducing Returns
When customers have a realistic trial experience beforehand, their confidence in buying decisions is significantly reinforced, leading to increased conversion rates and minimized return rates.
– Reducing Shopping Risks: Customers often hesitate to buy online because they cannot experience the product physically. VR and AR solve this by simulating the actual shopping experience. Sephora Virtual Artist is a clear testament to this. The app allows customers to try different lipstick shades, eyeshadows, and makeup products using AR technology. As a result, conversion rates surged, and return rates dropped significantly because customers could visualize how the product looked on their faces before purchasing.
– Smarter Decision Making: When customers have a clear view of the product—from size and color to how it looks in use—they make decisions based on understanding, minimizing impulse buying errors.
Creating Brand Differentiation and Attracting Attention
In a competitive market, differentiation is key to standing out. Marketing campaigns utilizing VR/AR demonstrate creativity and technological leadership, helping brands leave a strong impression on consumers.
– Technological Leadership Position: Applying VR/AR affirms a business’s status as a modern brand that constantly explores and adopts new technologies to deliver value. This builds an image of dynamism and innovation.
– Creating Strong Impressions: VR/AR marketing experiences are often unique and unforgettable. For example, Burger King Brazil created an AR filter allowing users to “burn” competitors’ ads on the street. This interactive experience not only caused amusement but also generated a massive media effect, spreading rapidly on social networks and helping Burger King stand out from rivals.
Driving Viral Content
Unique and novel experiences from VR/AR stimulate user sharing, generating a large volume of User-Generated Content (UGC), which contributes to natural and effective brand vitality.
– Creating Delight and Sharing: When users experience something interesting—like a unique branded AR filter on TikTok or Instagram—they naturally tend to share that experience with friends and family. This turns customers into voluntary “ambassadors” for the brand.
– Natural Viral Effect: AR filters designed specifically for brands on TikTok/Instagram often create a strong viral effect. Every share, video, or image using the filter serves as a form of free and highly effective advertising. It not only reaches more people but also carries higher authenticity than traditional ads because it comes from actual users.
Common VR and AR Applications in Marketing Today
Virtual Try-On (AR Try-On)
Virtual try-on experiences allow customers to interact realistically with products without physical contact, using cameras on phones or tablets.
– Eyewear, Jewelry, Hats: Customers can “try on” glasses, necklaces, earrings, or hats directly on their faces via camera. Facial tracking technology ensures virtual products adhere to and adjust with user movements, providing a realistic look. This reduces return rates and boosts online shopping confidence.
– Clothing and Footwear: Advanced AR apps allow customers to “wear” virtual clothes or shoes. With the development of 3D scanning and body tracking algorithms, virtual products fit snugly and display correct sizes and styles on the user’s body. This helps customers visualize products better and try multiple styles quickly without changing clothes physically.
– Virtual Makeup: Apps utilize AR to apply makeup products like lipstick, eyeshadow, eyeliner, and blush directly onto the user’s face on-screen. Effects regarding color, gloss, and texture are simulated realistically. Major cosmetic brands like L’Oréal and Sephora have successfully deployed this feature.
Home Decor & Furniture Placement
AR technology allows customers to visualize how furniture will look in their living space before buying.
– Apps from IKEA, Wayfair, Lowe’s: Major retailers have developed mobile apps allowing users to place 3D models of sofas, tables, cabinets, beds, or lamps into their actual rooms via camera. The app automatically adjusts the size and perspective of the virtual product to fit the real environment, helping customers assess fit and harmony with existing decor.
– Customizing Colors and Styles: Beyond placement, some AR apps allow users to change colors, materials, or customize details right on the screen. For example, viewing a sofa in various fabrics helps in making precise purchasing decisions tailored to personal preferences.
Interactive Advertising (AR Ads, VR Content)
AR and VR are reshaping how brands approach and interact with customers, transforming advertising from a passive experience into an interactive and immersive one.
– AR Ads on Social Media: This is one of the most popular forms of AR advertising (Facebook, Instagram, Snapchat, TikTok). Brands can create special filters or AR effects related to their campaigns. When users click on an ad, they can immediately experience the AR effect (e.g., trying on glasses, virtual makeup, or playing an AR mini-game). This generates high interaction, encourages sharing, and boosts brand recognition.
– VR Content (360-degree Video, Immersive Experience): VR offers 360-degree content and fully immersive experiences, ideal for industries needing to convey space or emotion.
+ Tourism: Hotels and travel agencies can create 360-degree videos of locations and rooms. Customers can “tour” destinations from home, offering a far more realistic experience than traditional media.
+ Real Estate: Customers can take “virtual tours” of model apartments or projects without traveling , which is especially useful for remote clients.
+ Automotive: Car manufacturers can create virtual test drives or allow customers to explore interiors/exteriors in 360 degrees, customizing features within the VR environment.
Virtual Events and Showrooms
In the context of globalization and remote work, virtual events and fairs have become effective solutions for connecting with customers.
– Virtual Exhibitions / 3D Showrooms: Brands can build complete 3D exhibition spaces on web or app platforms. Customers can “walk” through virtual booths, view products in an interactive 3D environment, zoom, rotate 360 degrees, and click for details or live chat support. This reaches global customers without geographical limitations.
– Product Launches in VR: Instead of traditional launches, brands can create unique VR worlds to introduce products. Customers participate as avatars, interacting with large screens, attending speeches, or experiencing products in creative virtual environments. This creates memorable events that attract media and customer attention.
Key Considerations When Implementing VR/AR Marketing Campaigns
Cost & Technology: Smart Selection of Platforms and Partners
To avoid “burning” budget on VR/AR projects, strategic insight into cost and technology is essential.
– No Massive Budget Required: Many brands mistakenly believe VR/AR requires huge budgets. Web-based AR (WebAR) or light AR apps can be deployed at much more reasonable costs than complex VR experiences requiring dedicated headsets.
– Choosing the Right Platform:
+ AR for Mass Marketing: With high smartphone compatibility, AR is much more accessible than VR. Platforms like Spark AR, Lens Studio, or ARKit/ARCore allow efficient creation of filters and interactive effects. WebAR is also excellent as it requires no app downloads.
+ VR for Deep Experiences: If the goal is deep brand storytelling, education, or high entertainment at specific events, VR is a good choice. However, remember that VR requires specialized equipment and is less accessible to the masses.
– Finding Experienced Partners: Selecting the right partner is crucial. Look for companies experienced in VR/AR for marketing who can offer strategic advice, understand tech platforms, and creatively realize your ideas. Always review their past projects.
UX/UI: Centering on User Experience
User Experience (UX) and User Interface (UI) are vital for success.
– Ease of Use is Priority: Experiences must be intuitive and easy to control. Users should not struggle to learn how to interact ; complexity leads to abandonment.
– Mobile Optimization: Most users interact via smartphones. This requires:
+ Simple Interface: Large, visible buttons and instructions.
+ Natural Interaction: Use familiar gestures like tap, swipe, and zoom. Avoid complex steps.
+ Fast & Smooth Loading: Content must be optimized to run smoothly on various devices, even with average connections. Mind file sizes and 3D model complexity.
– Clear Instructions: Provide concise guidance or animations on how to use the experience right from the start.
– Continuous Testing: Test thoroughly across devices and operating systems to ensure a seamless, bug-free experience. Collect user feedback for improvements.
Devices: Moving Beyond Expensive VR Headsets
To maximize reach, focus on popular solutions rather than expensive hardware.
– Smartphone/Tablet as the User’s “VR/AR Glasses”: With almost everyone owning a smartphone , this is the most powerful tool for AR access. Experiences like virtual try-ons or AR games can be deployed widely.
– Optimizing Mobile Performance:
+ Light Graphics: Avoid heavy 3D models that cause lag.
+ Battery & Data: Be mindful of consumption and notify users if necessary.
– When to Use VR Headsets? Devices like Meta Quest or HTC Vive should be reserved for special campaigns such as Point-of-Sale experiences , Events/Exhibitions , Training , or High-end Iconic Experiences.
+ In-store Experience: Customers can use VR headsets to experience products/services vividly right at the point of sale.
+ Events/Exhibitions: Creating an impressive highlight to attract attendees.
+ Training/Coaching: VR offers immersive experiences that are highly effective for training purposes.
+ High-end, Iconic Experiences: If a brand wants to affirm its technological status and deliver a unique experience that cannot be achieved by any other means.
Combining Data: Personalizing the Experience
The real power of VR/AR in Marketing lies in the ability to personalize experiences based on user data.
– Collecting Behavioral Data: Similar to other Digital Marketing channels, you can collect data on how users interact with your VR/AR experience. For example:
+ Interaction Time: How long does the user spend interacting with the content?
+ Most Used Features: which features attract their attention the most?
+ Product Selection/Customization: Which products did they “try,” or how did they customize them?
+ Drop-off Points: At which step did the user exit the experience?
– Data-Driven Personalization:
+ Relevant Content/Product Recommendations: Based on recorded interests and behaviors, you can display AR/VR content customized specifically for each user in their next interaction. For example, if they “tried” a blue shirt, you can suggest similar blue products next time.
+ Creating a “Private” Feel: When an experience is personalized, users feel the content was created “just for them,” enhancing engagement and brand loyalty.
+ Optimizing the Customer Journey: Behavioral data helps you better understand the customer journey within the VR/AR environment, allowing optimization of touchpoints and content to lead them to desired actions (purchase, register, share).
– Ensuring Privacy: When collecting and using data, always comply with privacy and data security regulations (such as GDPR, CCPA). Clearly notify users about how their data is collected and used.
VR/AR Combined with AI & Big Data: The Future Trend
Technology is taking a step further with the combination of VR/AR + AI + Big Data:
– Automatic Personalization of AR Experiences via Customer Profiles: AI analyzes Big Data—from gender and interests to purchase history—to deeply understand each individual. Consequently, the AR experience is instantly adjusted to display the most suitable products or content. This creates a sense of being “understood” and enhances personalized interaction.
– Using AI to Create 3D/AR Content Rapidly, Saving Design Time: AI can transform hundreds of 2D photos into high-quality 3D models or generate entirely new 3D content solely from text descriptions. This significantly reduces production time and costs while accelerating AR campaign deployment. AI also automatically optimizes models to ensure they run smoothly across multiple devices.
– Collaborative VR Spaces: VR creates a virtual environment where businesses can conduct meetings, training, and onboarding vividly. Employees can interact with colleagues’ avatars and review 3D product models together, regardless of geographical distance. This not only improves work efficiency but also saves on travel and organizational costs.
Conclusion
VR/AR marketing is not just a “visually appealing” tool, but a platform to create deep, memorable experiences capable of retaining customers for the long term. Businesses that invest early in virtual/augmented reality experiences will secure a sustainable competitive advantage.
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If you are looking for a partner who knows how to combine AI with VR and AR in marketing to achieve practical results, we are ready to accompany you.
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