Recently, at the ROI Festival International Creative Festival 2017, China White Paper on VR Marketing (2017) (hereinafter referred to as "White Paper") was officially released.
According to the briefing, the White Paper was once again co-produced following the enthusiastic response of 2016 Stormwind Group and Zhi Meng Consulting's first release of the China VR Marketing White Paper. The book focuses on China's VR user portraits and consumer behavior insights, hot industry VR marketing methods, VR immersive advertising practice exploration and other parts of the in-depth analysis of the research and investigation. In the era of VR Marketing 2.0, we continue to create VR marketing standards and accelerate the VR marketing industry.
Li Yuanping, vice president of Storm Group and president of Marketing Center and CEO of Storm Culture, pointed out that the first white paper released last year was an in-depth research and analysis of brand VR marketing, and comprehensively analyzed the market value and prospects of current brand VR marketing, as well as through VR users. The study of behavior and demand has formulated a more systematic strategy and method for brand VR marketing. In addition to continuing last year, this year's white paper also added analysis and research on the vr user population.
In addition, Xiao Mengchao, founder and CEO of Zhimeng Consultation Co., Ltd. believes that any digital media has an evolutionary process. Global technology giants are looting the entrance to VR. VR marketing is currently in an unprecedented window period and bonus period. He pointed out that Storm Group has been at the forefront of VR marketing, and Storm Group and Zhi Meng continued to carry out research, it is hoped that more marketers will jointly promote the deep application of VR in the field of marketing, this year's research found that VR users Is a typical crowd, therefore, through the public to lead the public, will become the core logic of VR marketing, VR before all the immersive, will make the relationship between the brand and consumers more closely, opened a new brand experience The entrance, and from the first person perspective to create "immersive ads", and through VR applications, the combination of VR and offline terminals, VR and AR, are brands worthy of in-depth exploration, especially cars, travel, Cosmetics and fashion, sports and other fields.
The development trend of VR in China is started with the acquisition of Oculus by Facebook. The majority of Internet companies have entered the VR industry one after another. From the outbreak to the continuous iteration, there have been three to four years. The capital and manufacturers have invested heavily, 5G transmission, 8K screen. The renewal of many other technologies has brought VR closer and closer to everyone. According to the forecast of the China Electronics and Information Industry Development Institute, China’s virtual reality in 2020 is expected to exceed RMB 55 billion from scale, and the market prospects will be explosive. We also need to explore the market and resolve users so that we can truly seize the opportunity. Not pass by the development of the wind. VR has been developing in China for the past three to four years. All capital and manufacturers have invested heavily in VR support. What are the characteristics of VR user behavior? How to improve immersion? VR is already a million- Terminal entrance, how can we explore new advertising modes on this platform? These are the issues that VR marketing needs to continue to explore.
From "Technology House" to users, iterating is more than just equipmentIn August 2016, Stormwind Group and Zhimeng Consulting issued China's first “White Paper on China's VR Marketingâ€. After one year of rapid development, major VR manufacturers are constantly upgrading, and Storm has also released a new VR machine. Matrix, on the device to break through, at the same time, VR's user base is also quietly changing, in the newly released "White Paper" shows that compared to the previous year's millions of users and their user characteristics, not only China now The actual number of VR users exceeds 5 million, and the main user group is also shifted from the “science and technology house†to the crowd.
2016 VR users:
VR User Volume in 2017:
Last year, science and technology otaku was the main force of VR users, accounting for more than 70%, and the latest survey data released in 2017 showed that the proportion of men has dropped to 56.1%, 71.9% of highly educated people, per capita income of more than 10,000, the current VR The actual users are mainly business elites, with good personal accomplishments, high spiritual pursuits and interest in life, and are willing to try new consumption. This is a group of elite people who have high spending power and are willing to try cutting-edge technology. How to use VR to tap their marketing value for this elite crowd is one of the most important issues for the current brand. In the newly released VR Marketing White Paper, Stormstorm and Zhimeng Consulting also further analyzed and classified the existing elite crowds, portrayed more accurate user portraits, helped the brand accurately find the consumer groups for decision making, and at the same time, provided opportunities for potential VR users. Excavate, sort out their demographics and activate marketing value.
VR marketing has become the earliest breakthrough application area for VR. With 360-degree immersiveness, diversified presentations, allowing users to become participants, creating illusions in closed spaces, and being human beings are all significant features of the users, it will bring about dramatic changes to the marketing industry. After the analysis of a large amount of data, we found that in addition to the game and entertainment industries that have a natural integration with VR, in vertical fields such as tourism, automobiles, FMCG, real estate, sports, etc., with the deep involvement of VR, Subversive change.
Taking the travel industry as an example, consumption upgrades have increased people’s living standards, and cultural tourism has become a popular consumer area. However, the traffic spots and scattered attractions of tourist attractions consume more playing time, VR and tourism. The combination will not only play an important role in adding new theme amusement parks for the theme parks, helping the scenic spots to create VR landscape videos, providing hotel pre-experience new ways, restoring ancient cultural relics, but also shaping a new tourism ecology. The development of the industry played a role in promoting.
In the White Paper, not only the VR application industry most anticipated by users is resolved, but also a large number of related marketing cases are assembled, and actual application is taken as the foundation. It systematically sorts out marketing methods and strategies, provides considerations for the majority of brand owners, and provides marketing suggestions.
Strong interactive VR immersive ads, deep memory enhance conversionThrough the actual evaluation of VR users, we have found that VR advertising has a very astounding marketing effect, VR ads with strong interactive and immersive experience can reach more than 50% of the recall, and 91% of the experience is willing to further share advertising content 64% translates into purchase intention.
This emerging advertising product in the era of VR has a unique and magical experience in the application of branding practices. The first person's sense of participation and immersiveness make consumers enter a private space created by a brand. This differentiated feature makes VR advertisements. Has high conversion marketing effectiveness.
VR is the cutting-edge technology of the era, constantly stimulating and subverting our vision, hearing and touch, and using VR to create exciting content, said Li Yuanping, CEO of storm group vice president, marketing center, and Stormwind New Culture: “In the 'closed' The virtual visual field will be able to arouse people's most intuitive emotional reactions, which will help brands and consumers quickly establish emotional links, and the combination of new technologies such as VR perspective center and pupil monitoring will also help brands to better quantify marketing data. In the future, Stormwind Group will join hands with Zhimeng Consult to continue to conduct in-depth research and discussion on vr marketing, lead the industry's forerunners, and strive to promote VR marketing in various heavy industry applications and bring better marketing experience to consumer users while helping The brand promotes marketing and achieves the “integration of product and effect†in the virtual world.
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