The question at hand this week is “how will tech like 360 and 3D video affect your future career…or how is it already impacting it?” When talking about 360 video and content marketing, the impact is a no-brainer. Already, companies like Discovery, McDonalds, Coca-Cola, Marriott and more are using it in their content marketing strategy. “Virtual Reality Marketing” is actually a term that’s seen a meteoric rise in the industry. Check out Google Trends for a sample view (while dealing with small numbers in Google Trends, you can see that it’s definitely been trending upwards in recent years):
The advent of “technologies” like Google Cardboard have brought VR and 360 video to the masses. In my previous role, I helped create this infographic that shows how virtual and augmented reality technologies have evolved over time:
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All of this to say that technologies like VR, 360 video, and 3D video are not “going to” have an impact on my field; they already are. Where do I see them going in the future? As the technology becomes cheaper and the audiences broader, more and more industries and companies will start using them in their regular content marketing.
I work in marketing for a company that deals with experiential marketing, for example – how cool will it be to be able to bring events right there to our customers, even if they couldn’t be at the original happening? I can see 360 video being big for recaps of events and experiential marketing stunts. Videos could be viewed over and over again, not just as a recap (like a 2D video) but as a way of placing prospective clients and consumers right in the middle of the action in a way that they’ll want to seek out in future.
Just as video marketing has been huge for content marketing (with 87% of online marketers using video content in 2016), I predict 360 video being a boon for the industry – and with viewers like Cardboard and even Oculus growing cheaper by the second, it’s only a matter of time before our audiences are 100% bought in. It’s important that marketers be right there on the front lines to meet them – which is why I’m thankful classes like Emerging Media Platforms exist!