Immersive technologies, from virtual
reality (VR) and augmented reality (AR) to mixed reality (MR), are no longer
novelty gimmicks. They’re becoming core tools in the marketer’s toolkit,
offering fresh ways to engage digital-native audiences. In the “Virtual Realities,
Real Results” breakout session at MarkHack 4.0, industry leaders explored how
these experiences are shifting consumer expectations and delivering measurable
business outcomes.
The
New Frontier of Brand Engagement
Sulaiman Shaibu, CEO of BFT
Consulting Services, opened the discussion with a simple premise: today’s
consumers crave more than static ads; they want to be part of the story.
“Immersive experiences allow brands to transcend traditional advertising by creating
interactive, memorable touchpoints,” Shaibu explained. By stepping into a
virtual environment, whether touring a car showroom in VR or “trying on”
products via AR filters, consumers form emotional connections that can boost
recall by up to 70%.
Shaibu emphasized the importance of
weaving immersive moments into broader marketing campaigns.
From
Novelty to Necessity
For Eneyi Obi, Global Chief
Marketing Officer at Rise, the proof is in the numbers. She highlighted that
global AR and VR market revenues are projected to exceed $50 billion by 2027,
driven largely by retail, real estate, and entertainment applications.
- Virtual product demos:
Shoppers can inspect a 3D model of a furniture piece in their living
room before purchasing.
- Augmented in-store experiences: Visitors point their phones at a shelf and instantly
see product reviews, usage tips, or even personalized discounts.
Obi explained that they are strategic
assets capable of influencing perception, accelerating decision-making, and
building loyalty.
Crafting
Buzz with Experiential Activations
Tobi Olanisimi, Marketing Manager at
Ab InBev, turned the focus to experiential marketing. He shared case studies of
beer festivals where attendees used VR headsets to “brew” their virtual
batch, sharing clips on social media and driving organic buzz.
“When you let consumers co-create
and share, you harness virality,” Olanisimi said. “Our VR brewery tour saw a
120% increase in social engagement versus standard photo booths.”
He also stressed the importance of seamless
integration, and immersion should feel like an extension of the brand story, not a
disconnected stunt.
Personalization
through Data-Driven Immersion
Martha Kayode, Marketing Head at PZ
Cussons, argued that the true power of immersive tech lies in personalization.
Drawing on first-party data, her team designs AR skincare tutorials that adapt
in real time to users’ skin types and concerns.
According to him, the goal isn’t
just to wow consumers; it is to guide them toward purchase decisions that feel
tailored and relevant.
What features users explore most,
how long they linger, and how brands can refine virtual experiences to mirror customer
journeys, boosting conversion rates and long-term loyalty by analyzing
interaction patterns.
Measuring
What Matters
No marketing strategy is complete
without measurable outcomes. Daniel Adeyemi, Managing Editor of Condia
Business, urged an analytics-first mindset:
- Engagement Metrics:
Session duration, interaction depth, shares, and replays.
- Behavioral Shifts:
Click-throughs, dwell time on product pages post-experience, and time to
purchase.
- ROI Tracking:
Direct correlation between immersive campaigns and sales lift or
subscription growth.
Adeyemi cautioned that without clear
KPIs, you’re investing in spectacle, not strategy. Integrating feedback
loops, surveys, heat maps, and purchase tracking ensures every virtual experiment
drives tangible business value.
Looking
Ahead: From Hype to Habit
Throughout the session, one theme
rang clear: immersive tech is evolving from hyped experiment to foundational
marketing channel. As hardware costs drop and consumer familiarity rises,
brands that lean into VR, AR, and MR thoughtfully will unlock new levels of
engagement and differentiation.
- Experiment Early:
Pilot small-scale virtual activations to test audience response.
- Align with Objectives:
Tie every experience to a concrete business goal, awareness, consideration,
or conversion.
- Optimize Relentlessly:
Use analytics to refine environments, narratives, and calls to action.
Marketers can turn immersive
possibilities into real-world results by weaving virtual realities into
cohesive brand stories and measuring each step along the way. As the digital
landscape continues to shift, those who master the interplay of technology and
human emotion will stand out, crafting consumer experiences that feel both
cutting-edge and deeply resonant.
Play audio
No comments