Immersive environments, metaverse and opportunities for brands

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Check out the classification of digital environments and the relationship opportunities between digital natives and brands.

In the digital world, immersive environments are the major development trend, as they allow the experimentation of sensory stimuli (vision and hearing), motor stimuli (movement, balance) and perception of distance, height and depth through digital simulation from the user's point of view.



First Augmented Reality, then the Metaverse.
The classification of digital environments and relationship opportunities between consumers and brands:
In the digital world, immersive environments are the major development trend, as they allow the experimentation of sensory stimuli (vision and hearing), motor stimuli (movement, balance) and perception of distance, height and depth through digital simulation from the user's point of view.

Immersive experiences are characterized by the insertion of the user into a new virtual environment or by the digital addition of elements to their reality, as well as information, stimuli and interactions at their disposal.

Virtual experiences are created using devices such as paraguay whatsapp data virtual reality glasses or cardboards (where smartphones are fitted), tablets, head-up displays (helmets), and even holographic or augmented reality systems used in combination with AR glasses (Microsoft Hololense or Google Glasses) depending on the application.

The usability of virtual reality and immersive environments is inexhaustible as technology and access to devices increases. The main applications are in the areas of technical and highly complex training (e.g., medical, military, engineering), simulators, data analysis, games, entertainment and travel.

Check out this content to see how consumer behavior changes according to their new experiences .


The 3 Types of Virtual Reality
Non-immersive
Where the simulation created by the computer allows the user to maintain full control of the physical environment that surrounds him , such as video game consoles. Augmented Reality is a Mixed Reality when the physical environment is expanded by the Digital through devices, but without the loss of control of the environment .

Ex.: Pokemon Go, virtual events (video call), augmented reality mirror: when a person's image has their clothes altered for a pre-purchase visual experience, presentations with 3D markers, holograms and anything else you can imagine as an overlay layer on reality.

Semi-immersive
It is directly linked to the high quality of the graphics generated and presented in the simulation of a controlled environment for the user . It allows the personal perception that one is placed in a different environment, widely used for educational use and training.

The control interface of the proposed virtual environment is usually a replica of real controls , such as aircraft control panels;


Full Immersion
It depends on the use of devices such as VR glasses or HMDs (optical displays mounted on a helmet in front of the eyes) to view 3D environments and objects with high computational processing capacity and sounds synchronized to the actions performed.

Full immersion virtual reality is based on the ability to deliver credible and immersive scenarios where the user, depending on the application, may no longer maintain their sensory relationship with the real world.

As technologies advance, artificial intelligence is increasingly gaining prominence. Read this article about the opportunities for Artificial Intelligence in Digital Marketing .

The disconnect between the movement the eyes perceive and the lack of it in the body can cause levels of discomfort for beginners.

One of the great possibilities of immersive environments is the investment in transmedia actions , which deals with the user's progression from one media to another according to the objective, which can be a purchase, access to a new experience, learning or rewards.

The strategy is based on cross-platform interaction, but no environment considered 100% immersive takes its user outside the platform . There should be no interruption in the experience; a natural flow should be maintained. Immersion is based on the concept of resource availability in the proposed environment.