However, it is important that these trends that are most popular are developed further with new and innovating ways to keep consumers engaged.<\/p>\n Download Member Resource \u2013 Marketing Technology and Media Innovations guide<\/strong><\/p>\n The guide outlines the most important new technologies marketers should consider when planning for future investment in customer-facing marketing experiences and communications to encourage brand engagement and purchase.<\/p>\n Access the Marketing technology and media innovation guide<\/a><\/p>\n <\/div>\n <\/div>\n One trend we are seeing more and more of is the use of interactive video content - 360 videos, Augmented and Virtual Reality - the next progressive step from video providing an interactive customer experience. Now with Apple creating animojis, it seems like the first step (on a small scale) to animating yourself and sharing content in this interactive and creative way.<\/p>\n Although the travel sector has been using 360 photos and videos to showcase flights and exotic holiday scenery to convert users, sectors like retail, real-estate and social are now getting on the hype too.<\/p>\n It is important to have an up to date marketing strategy that integrates a multi-channel engagement cycle, to help conversions and build a positive brand awareness. But where will interactive video fit into your strategy for 2018 with the added possibility of introducing VR\/AR to keep your audience engaged with your brand?<\/p>\n The use of Augmented Reality on mobile devices provides a niche and engaging way for marketers to reach their target audience - it's quick, easy and very interactive. The future of Virtual Reality in marketing remains uncertain as it requires a head-mounted display, making it much harder to reach potential customers without accessible hardware that is progressive as the VR software.<\/p>\n The virtual reality industry remains shaky for marketers, as it can be an expensive digital strategy that includes a head-mounted display, used primarily for the games and entertainment industry, at the moment providing little value for markers and B2B companies. I feel that the actual technology to make VR and AR is still developing, so it's\u00a0difficult for companies to use it to its full potential until it's fully ready and available.<\/p>\n At Social Media Week 2017<\/a>, Executive Creative Director Henry Cowling of UNIT9 talked of the future of Virtual Reality, stating<\/p>\n \"The first step is finding out how VR fits into your marketing strategy, the second is convicing your audience to put a headset on\"<\/p><\/blockquote>\n These are the biggest challenges marketers face with the possibility of introducing VR.<\/p>\n Google Cardboard, a pop-up VR headset, was the highest shipped VR - a headset that focuses more on immersive 360 videos than full Virtual Reality.<\/p>\n But can mobile AR conquer the current AR challenges?<\/p>\n \"The phone is probably going to be the mainstream consumer platform [where] a lot of these AR features become mainstream, rather than a glasses form factor that people will wear on their face\" - Mark Zuckerberg, TechCrunch<\/a><\/p><\/blockquote>\n Brands have already dabbled in interactive video on desktop and mobile, including 360 videos, but now brands like Ikea are taking the next step and launching product AR apps and social platform AR lenses to capture audience's attention, yet the future of VR remains elusive.<\/p>\n Let's take a look at some brands that are starting to innovate in the latest interactive video and AR trends - something to watch out for further in 2018.<\/p>\n Have you ever bought a huge piece of furniture, don't like it and had to speak to 3 different people and fill out 2 return forms to send it back?<\/p>\n Ikea is now rolling out 'Place' an app for iOS users to preview furniture in their home before buying! This type of AR integration with ecommerce is ingenious as Ikea seeks to increase conversions by showing customers how their products will look in the surroundings of their own home, before buying.<\/p>\n![\"future](\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2017\/09\/future-content-distribution-channel-550x390.png\")
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\n <\/a>\n <\/div>\n So where does\u00a0VR \/ AR fit into 2018?<\/h3>\n
![\"VR](\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2017\/10\/VR-customers-700x525.jpg\")
<\/a><\/p>\nIKEA, Augmented Reality furniture app<\/h3>\n
![\"ikea](\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2017\/10\/ikea-place-example-700x355.png\")
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