What does it mean to immerse consumers in immersive brand experiences?
Different companies have different ways of doing business, but they all share one goal: to engage their audiences. Today’s companies want to beat the competition by getting them to experience and enjoy their products in fun new ways. That’s one of the reasons that when it comes to Internet marketing and web design, one of the most overused “buzzwords” is “immersive experience”.
In the context of web design, what is an immersive experience? You can picture (pun intended) an immersive experience as something that’s highly visual – and usually social – web environment on a company’s website. Sites with immersive web designs often use pictures or videos as backgrounds, completely getting your attention. The site loads, and you’re instantly immersed in the content.
An immersive branding experience can also mean larger-than-life productions like bus rides, special events, imaginary lands, and skyscraper advertisements. Any brand can use strong visuals and messages, but completely immersing the company in the brand takes a lot more – usually a bigger budget.
Immersive experiences are becoming more popular with consumers. The first step in creating an immersive experience is to look at an audience as people, versus consumers.
Immersive experiences completely encompass people and capture their complete attention. This will usually include a visual and sensory experience that makes an lasting impact with you long after the experience is over. In one sense, it’s completely overwhelming the audience’s senses so that they can’t help but remember the brand. Instead of just looking at a big ad, consumers are fully immersed in an experience that they associate with the brand. That kind of marketing is a lot more powerful than visual marketing.
In the context of the web or social media, like a company’s website or a page that they open from a social media page, it’s a picture or video that when load submerges the person so much that they forget that they’re looking at a screen.
In the near future, brand communications, daily life, and entertainment will converge – and consumers will begin to crave those experiences that can capture their attention and imagination – and transport them to another time and place. Consumers want to be taken outside of their normal environment, outside of themselves, and outside of their daily experiences – and that’s where the appealing escapism of immersive experiences comes in. Smart companies have learned to tap into peoples’ desires to be transported elsewhere.