Virtual reality is a mile marker along our collective journey towards digital transformation, and the latest buzzword in the market is Virtual Environment Optimization (VEO). While it may sound confusing, the definition is pretty straightforward. VEO is about using virtual reality strategies, tools, and technology, to their best advantage to attract and retain audiences.
What is Virtual Reality?
In simple terms, virtual reality uses computer technology to create simulated 3D environments where people can interact. This can include objects, scenes, and other graphically enhanced elements to make the environment seem real. Individuals can listen and observe but cannot touch these objects.
Types of Virtual Reality
There are five types of virtual reality:
- Non-immersive: In non-immersive virtual reality, users can control some activities or characters in the experience, but they cannot directly interact with the environment. The person is in the virtual environment, but they are not the center of attention. Non-immersive virtual reality is common in many games.
- Fully immersive: In contrast to non-immersive virtual reality, a fully immersive experience is more realistic. People using this type of virtual reality feel as if they are in a physical environment. In most cases, this type of virtual reality requires gloves, body connectors, and helmets and demands a full range of activity from the user. Fully immersive virtual reality can be expensive.
- Semi-immersive: Semi-immersive virtual reality has both non-immersive and fully immersive components. For example, semi-immersive virtual reality can be virtual environments that have 3D spaces, or they can be virtual environments in which the user moves around using a computer screen or VR glasses. But while the user moves around in the virtual environment, he or she doesn’t physically move in the real world, such as in a virtual tour. Semi-immersive virtual reality is cost-effective, and therefore commonly used by businesses.
- Augmented reality: Augmented reality allows the user to view the real world through a device such as a mobile phone or tablet and then see or move virtual characters and elements in it. A great example of augmented reality is the mobile application game, Pokémon Go.
- Collaborative VR: In collaborative VR, individuals come together from different locations in a virtual environment. The users usually use characters in 3D. Everyone interacts through microphones, chatting, and headsets. This is usually how virtual meetings are conducted, and many companies use virtual event solutions to host virtual meetings and leverage collaborative VR technology.
Virtual Reality vs Augmented Reality
Virtual reality and augmented reality both create experiences that merge the virtual and real world with 3D visuals. However, there are major differences between the two.
Augmented reality enhances real life experiences by changing the regular, physical world into a virtual world, overlaying colors, videos, pictures, information, and data to the landscape seen through the lens of a camera phone or video viewer.
While augmented reality uses real-world settings, virtual reality is strictly virtual. The user uses a headset and headphones to completely replace the physical world with a virtual one, and once inside, the user can do anything - fight alongside the Avengers, eat breakfast in Italy, and/or drive an F1 car in Monaco, for example.
Virtual Technology Today
Virtual technology can play a significant role in marketing for businesses and there are substantial opportunities for companies considering a virtual venue to facilitate remote work, host fundraisers and conventions, deploy education and training programs, and more.
Some fields and industries using virtual reality include:
What is Virtual Environment Optimization (VEO)
As consumers demand more immersive, online shopping experiences, it stands to reason more retailers will include augmented and virtual reality features in their e-commerce experiences. For example, Nike’s VR world experience allows shoppers to try on shoes and clothing and IKEA uses augmented reality to enable shoppers to place furniture in their homes.
Because search engine optimization plays such a large role in online marketing and e-commerce, it’s therefore likely virtual environment optimization will be the next evolution in SEO, and savvy digital marketers are now making sure the audio and video content in their virtual environments is optimized for search engines. Tactics include using interactive videos and 3D environments, ratings and reviews, and location-based geo-targeting.
Marketing in Virtual Reality – New Trends
Experts predict virtual reality and augmented reality will boost global GDP by at least $1.5 trillion by 2030. By using virtual platforms, retailers can tell stories, create memorable experiences, and showcase products in unique and fun ways to increase brand engagement and loyalty.
In medicine, education, architecture, journalism, and the military too, virtual reality is also catching on. There’s no limit to the opportunities virtual reality introduces, but prioritizing virtual environment optimization is an integral part of any use case.
Interested in learning more? Request a virtual event platform demo from the 6Connex team today.
