Even with the data we collect + the timesaving wonders of marketing automation, pulling off these endeavours perfectly can be tricky – but as any brand would agree, it’s vastly worthwhile to increase NPS.
As a marketer, are you excited about working a surprise + delight element into your virtual reality (VR) marketing in future?
Firstly, a blue sky brainstorm of all the awesome applications for VR will help any futurist marketer find a project that already ignites their humanist side. Think on:
– Phobia treatments for the fear of spiders or of public speaking
– Helping terminally ill kids feel like they are at home with the family
– Letting aged nursing home patients spend their days swimming with whales
– Curing smoking by reaching for a quick “walk on the beach” rather than that next cigarette
– Learning to strategise (or code) using simple building blocks + Minority Report-esque hand waving haptics
– Enhancing medical professional skills with surgery and bedside manner simulations
– “Situational” sims replacing the pre-employment behavioural interview STAR questions
– Sims helping trauma victims practice social readjustment back into everyday life
Once your marketing “day job” includes a great VR element, how could surprise + delight be incorporated into the next phase? The answer is using personalised data fields.
My favourite example could be successfully implemented in adult education. Imagine learning a new language or complex mathematical equations whilst in your favourite place, schooled by a character you love?
In my case, Tyrion Lannister could inject some humour into a droll statistics subject and with some additional gamification perks I believe Angelina Jolie could speed up my proficiency in any language. I floated this idea with Miss8, who indicated a preference for Liam Hemsworth as her 4th grade teacher.
Location and destination preferences may be a data point you could collate to trigger dynamic simulation content. Snow covered mountains vs pebbled beaches vs mossy old growth forests, or more specifically their favourite seaside café in Sitges vs the New York city bar that makes the customer feel VIP.
Simpler preferences could be gleaned using split testing in your content distribution systems. Is your customer a cat person vs a dog person? What era of architecture and décor do they appreciate most?
Complex algorithms already collect many of these preferences to feed our Pinterest and Facebook timelines and to better inform our search engine results. It’s ostensibly possible for a big company like Amazon to reverse engineer their recommendation engines to find “individualisation” elements for virtual reality usages.
Of course, the human psyche is fickle and these kinds of fluffy preferences may change over time. What about deeply ingrained fears though? After Se7en, Red Dragon + Saw I personally tuned out of disturbing movie genres.
But many weirdos love a ghoulish thrill – for those that do, could their worst nightmare be used against them? How could this data point be collected + used to individualise a VR experience? What would be the ethical (+ later, legal) considerations to this personal data usage?
An amazing TV series I could talk about all day, Black Mirror, touched on this potential phobia personalisation horror in S3 Ep2 Playtest. That link is full of spoilers, but if it gets you into the dystopian mind bending series then it’s worth it.
Just as IRL, the opportunity to weave surprise + delight into virtual reality experiences are endless.
To prepare, perhaps it’s worth reviewing your existing customers and the additional data-triggered personalisation you could provide immediately.
If you’re already automating your marketing, you know how important a defined customer data strategy is – so what fields do we start collecting today for use with VR and how do we make that data structured and useful?
Please comment below or reach out for a chat.
See Part 1 and Part 2 in this virtual reality series for marketers: