Understanding the Impact of AR and VR on Digital Marketing Strategies

Do you know the difference between Augmented Reality and Virtual reality? Despite having similar names and sometimes confusing those who are starting out in this digital universe, the truth is that both have different functions. But, do you know what they are?

If your answer is “no”, we are here to help. Continue reading and find out how Virtual and Augmented Reality directly impact the digital market and how the combination of these technologies can add to your company.

What you will see in today’s content

• What Virtual Reality (VR) is and how the user enters a simulated 3D environment.

• How VR replaces the view of the physical world and increases the sense of presence through interaction.

• Virtual Reality applications beyond games, including healthcare and education.

• What Augmented Reality (AR) is and how it blends elements from the real and digital worlds.

• How AR works in practice by overlaying 3D objects using a phone camera.

• AR examples, such as camera effects on social networks and seeing furniture before buying.

• The central differences between AR and VR, focusing on immersion level and each technology’s goal.

• Benefits of AR and VR for companies, including customer experience, engagement, immersive marketing, and digital presence.

• Notes on headset adoption, changes in creator tools, and conversion results associated with AR in e-commerce.

A good read!

What is Virtual Reality?

Far beyond a computer screen, Virtual Reality, also known as VR, has arrived to transform the online consumer experience. But after all, what is Virtual Reality?

In virtual reality (VR), users enter a computer simulated 3D environment, typically through a headset and motion sensors. The goal is to replace the physical world visually with a digital scene, enabling interaction via controllers, hands, or body tracking to increase the sense of presence.

The focus is on making the digital universe as realistic as possible so that you can experience sensations, carry out activities and interact with everything and everyone in that environment.

Even with the use of Virtual Reality, you can move objects, play and even walk through other scenarios. Can you notice how Virtual Reality is totally interactive? And that's the goal, to make each user have a more immersive and interactive experience with digital.

Virtual Reality Applications

When thinking about Virtual Reality applications, you probably have associated it with online games. Indeed, the world of games already uses technology to its advantage. But its application goes far beyond that.

The new tools are already being implemented in several sectors, mainly after the arrival of Metaverso. In the health sector, for example, virtual reality. It is used for physical therapy for people who have suffered an injury. In addition to immersing the patient in the recovery environment, the technology is used to encourage the patient to move.

When it comes to the digital technologies in education, Virtual Reality breaks down barriers and inserts students into a new universe of opportunities. It is possible, in addition to studying the vegetation of a place, to visualize it in practice through technological advances. Indeed, it would be an amazing experience, wouldn't it?

Ok, now that you understand Virtual Reality in depth, you must be wondering what is Augmented Reality. Did I get it right? And that's what we're going to talk about in the next topic. Continue reading and discover the main differences between both technologies.

Read too:

• 4 tips for audiovisual production of digital content
• How to produce quality content aimed at your target
• Digital content: future trends in social communication

What is Augmented Reality?

Do you remember the fever that was the Pokémon Go game? One of the biggest releases in 2016, the game already featured one of the great technological trends: the Augmented Reality (AR).

In summary, Augmented Reality mixes elements of the real and digital universes. Basically, the technology allows the user to superimpose and visualize digital elements in a real environment.

In practice, all you have to do is point your cell phone's camera at the desired room and the 3D object will be superimposed on your scene.

Augmented Reality Applications

From education, Engineering, Digital Marketing and even in the health area, companies are increasingly investing in new tools to expand their opportunities in the digital market.

Interest in VR and AR continues to grow. IDC estimates worldwide shipments of extended reality headsets will rise from 6.7 million in 2024 to 22.9 million in 2028, signaling broader adoption across consumers and businesses. In practice, the real question becomes: where does augmented reality make the most sense for your context?

A common example is camera effects in social apps that overlay digital elements onto what you see. In Meta’s ecosystem, it’s important to note that Meta Spark was shut down for third party creators in January 2025, so AR campaigns often shift to other platforms or to AR experiences built inside a brand’s own app.

Another example is the Tok&Stok application, where you can use your cell phone to view how furniture or decoration items will stay in your living room even before you buy it.

In the fashion business, Renner and C&A stores took the lead and innovated using Augmented Reality to build virtual storefronts. Promoting convenience and flexibility, companies allow their customers to have access to products from the comfort of their homes.

Differences between Augmented Reality and Virtual Reality

In practice, Virtual Reality and Augmented Reality have different goals. In Virtual Reality (VR), the user enters a computer simulated 3D environment, usually with a headset and motion sensors, replacing the view of the physical world with a digital, interactive scenario. Augmented Reality (AR) mixes real and digital, overlaying 3D elements onto a real environment, most often through a phone camera, tablet, or wearable devices. The key point is the level of immersion and how much the physical world remains present.

• Use VR to create a 100% digital environment, with interaction through controllers, hands, or body tracking.

• Use AR to overlay digital objects onto the real world by pointing the camera at the desired space.

• Apply VR to immersive experiences such as games, virtual tours, and simulations.

• Apply AR to practical uses such as camera effects on social networks and seeing products before buying.

Augmented Reality VS Virtual Reality: what are the main differences?

In practice, the two technologies are quite different. Virtual reality typically requires a headset to place the user inside a fully digital environment, while augmented reality (AR) adds virtual content to the real world, often through a phone, tablet, or wearable devices. The key difference is immersion level and how present the physical world remains.

But this is not the only distinction between new technologies. In fact, the main difference is in your objective.

While Virtual Reality builds its own 100% digital and independent world, Augmented Reality does not create a new environment, on the contrary, it uses the real world to include only virtual objects.

What are the benefits of Virtual and Augmented Reality for your company?

When it comes to the digital service, it is clear that investing in new technologies is always a great differential for companies. But when it comes to VR and AR, its benefits go much further.

Among the numerous advantages that technological advances can add to your company, some of them are directly linked to the customer experience and can contribute to your strategy, such as:

• Optimizes the consumer experience;
• Encourages engagement;
• Drives more immersive marketing strategies;
• Strengthens the presence of your brand in the digital environment.

Below, we will detail each of these benefits and present how they can actually help your brand in the digital market.

Optimizes the consumer experience!

By uniting both worlds, Augmented and Virtual Reality can transform the customer experience, making their journey better and more dynamic.

With VR, consumers can visit virtual spaces and close a deal 100% online. With AR, it is possible to view the desired item without even having to go to the store.

Encourage engagement!

With consumers increasingly connected to the virtual environment, implementing the technological trends can be a way to drive customer engagement and engagement with your brand.

Through the new tools, companies have the chance to promote a more immersive contact between the consumer and their services, thus increasing the public's interest and interaction with their product.

Drive more immersive marketing strategies!

When the subject is Marketing Digital, the news digital technologies open up a range of possibilities for strategies in the virtual universe.

From immersive campaigns, 360° videos or even the creation of the application itself, the use of VR or AR associated with good Digital Marketing practices, can transform your results.

In e-commerce, AR can impact conversion when it reduces purchase uncertainty. In a Snap commissioned study conducted by Deloitte Digital, product interactions in AR were associated with a 94% higher conversion rate compared to non AR experiences. Results vary by category and execution, so controlled tests matter.

Strengthen the presence of your brand in the digital environment!

Last but not least, betting on new tools can be a great way to strengthen your image in the virtual universe or even include it in the digital market, if you're just starting out.

Through technological advances, you can stand out from competitors, reach a new online audience, and offer an innovative and differentiated service to your consumers.

And since we are talking about Virtual Reality, we have an extra tip for you, our post: Possible new markets that will emerge in virtual reality. Find out how the new tool expands digital opportunities and how to benefit from technological advances.

Frequently asked questions about Virtual Reality and Augmented Reality

What is Virtual Reality (VR)?

Virtual Reality is a technology in which the user enters a computer simulated 3D environment, usually with a headset and motion sensors, replacing the view of the physical world with a digital scenario.

How does Virtual Reality increase the sense of presence?

Virtual Reality increases the sense of presence by enabling interaction through controllers, hands, or body tracking, and by creating a digital universe focused on being as realistic as possible.

What are Virtual Reality applications beyond games?

Beyond games, Virtual Reality is used in sectors such as healthcare and education. In healthcare, it can support physiotherapy and stimulate movement; in education, it can help visualize topics in practice, such as a place’s vegetation.

What is Augmented Reality (AR)?

Augmented Reality is a technology that blends elements from the real and digital worlds, allowing digital elements to be overlaid and viewed within a real environment.

How does Augmented Reality work in practice?

Augmented Reality works by pointing a phone camera at a space so that a 3D object is overlaid onto the real scene.

What is the main difference between Virtual Reality and Augmented Reality?

The main difference is the goal and the level of immersion: Virtual Reality builds a 100% digital and independent world, while Augmented Reality does not create a new environment and uses the real world to add virtual objects.

What benefits can AR and VR bring to companies?

AR and VR can contribute to strategy by improving the customer experience, encouraging engagement, boosting more immersive marketing strategies, and strengthening brand presence in the digital space.

How can AR and VR improve the customer experience?

AR and VR can transform the journey by making the experience more dynamic: with VR, the customer can visit virtual spaces and close a deal 100% online; with AR, they can view the desired item without going to the store.

How can Augmented Reality influence conversion in e commerce?

Augmented Reality can influence conversion when it helps reduce uncertainty in the purchase. A study commissioned by Snap and conducted by Deloitte Digital associated product interactions in AR with a 94% higher conversion rate compared to experiences without AR, with variation by category and execution.