Although virtual reality is still a relatively new technology, the possibilities it provides marketers is unmatched. Virtual reality is unique in that it brings a first-person immersive experience to the target audience. Like every channel, it must be used appropriately, but for marketers, virtual reality has the potential to be the new frontier. Within the scope of marketing for higher education, this new tool can be used in a few different ways at various points of the student experience.
Possibly one of the most effective ways that colleges/universities can implement virtual reality is with virtual campus visits. Campus visits prior to application and acceptance can be a challenge for any student who lives out of state or out of the country. Coupled with the unexpected reality of today with coronavirus, traveling could come with a risk of visiting longer than expected. We live in a reality where options for travel could change overnight, so providing a fully immersive campus visit could help draw more interest at the convenience of the audience.
Student involvement in in-person events is a very real and present struggle for colleges/universities, also due to the coronavirus pandemic. While some students may still be weary of attending in-person events, virtual reality provides them with the opportunity to get a taste of the experience without being surrounded by others. If done currently, this digital experience could help facilitate the return of on-campus events.
Finally, virtual reality could be used to increase student retention and graduation rates. One way a university/college could use virtual reality to do so is to provide a fully immersive commencement experience. Marketing commencement to seniors and/or at-risk students could provide the push they need to get across the finish line. An immersive virtual experience of commencement helps the student personalize the experience graduating seniors feel (the fanfare, the cheering, the celebrating with friends and loved ones), motivating them to stay on track. While this could be conveyed in another format (photos, videos, etc.) the experience virtual reality provides could be unparalleled.
It is important that marketers in any industry take care to build these experiences strategically. Although virtual reality provides new opportunities, it also provides new challenges. Experiences need to be built and tailored in a way that effectively gets the message we want to convey across. The biggest challenge that virtual reality presents (aside from hardware) is the possibility of other messages being inferred over the message we, as marketers, are trying to convey. With so many details going into a virtual reality experience, it’s easier than ever for a message to get muddled. However, with proper planning, development and deployment, this new tool could provide unmatchable results.