How to Build Your Mixed Reality Marketing Toolkit.

As marketers, we love exploring new technologies and strategies. Mixed reality marketing is a new tool that’s just getting started. The market for virtual reality is expected to explode from $27B in 2018 to nearly $210B by just 2022 and mixed reality experiences will be a major driver.

‍

Mixed reality may be the strategy for your unique marketing mix. Here are several tools and technologies you need to add to tap into this holy grail of marketing that combines the physical interaction with the emotional connection.

‍

Select your team and make sure to pick a winner. The most important aspect of success in integrating a new technology experience is the team that builds and implements it. With mixed reality, this specialized skill set is very rare as it crosses traditional marketing lines and into web development, video production, interaction design and even industrial design.

‍

‍

Get out your tape measures and our list of KPI tools. We have dug into the top KPIs that marketers must consider when integrating mixed reality marketing solutions into marketing strategy.

• Downloads and traditional marketing KPIs: These metrics still have a place with this new technology. Track app downloads, landing page hits and product conversion rates through existing web analytics.
• Content interactions: It can be simple to track video views, watch time, total interaction time and progress through the sales funnel.
• Deep content analytics: Track where people spend the most time in your application through heat maps, content features used, a/b testing, eye tracking and navigations.
• Biometrics: Track heart rate changes, body temperature changes and even emotional reactions to assess quality of content.
• Quantitative demographic data: Record gender, age, geolocation and other audience insights.
  ‍

Design and develop resources for augmented and virtual reality. Identify what technologies and platforms you want to support. We chose to use these platforms because of the flexibility they provided even with our support of a dedicated headset.

• ARToolkit
• EasyAR
• DeepAR
• AppleARKit
• Vuforia
  ‍

Choose your medium. Mixed reality marketing is more than just virtual and augmented reality. Voice search, natural language/semantic search, interactive video experiences and other technologies all fall under the realm of mixed reality.

‍

‍

Plan your content and campaign. Most campaign planning can be done in simple project management programs such as Wrike or Jira. Other options include simply building a campaign tracker in Trello, Excel or Google Sheets.

‍