The Feb 2 launch of Apple Vision Pro has more marketers exploring the potential of spatial computing, which blends the digital and physical worlds in a complementary way. While Vision Pro is intended as an introductory technology for developers and brands, Apple entering the arena turns up the volume on a technology evolution that will profoundly change how we need to approach digital marketing.

Spatial marketing will take a new mindset. As marketers, we’re used to creating 100% of all the pixels a consumer gets to see, whether that’s a commercial, a video or a billboard.

In a spatial interface, we build the props, the user provides the stage, and together we create the show. We need to put people in action mode, so they can make the experience their own. That requires adapting to their environment with stories they’re inspired to share and utility that makes their lives easier.

A great spatial experience generates true immersion. It’s at once adaptive, personal and intuitive. For example, one Twitter user made this demo for Formula One, showing what is possible with the Vision Pro beyond windows of data and imagery. The result makes users feel like they’re at the racetrack.

To win on this new frontier, we need to do several things. 

Embrace a product development mindset

We’ll be developing capabilities more than content itself. They’ll take the form of gamification and utility—sometimes both together—that put people in charge of their experience. So, they want to interact and play with it; they improve the performance and pleasure of everyday things; and they create experiences that repeat and last. For example, Dyson could do something as simple as this to make vacuuming feel like a game and produce more complete results.

Create a 3D playbook

Spatial marketing will lean on 3D assets. Already, forerunners in such categories as apparel, makeup and home furnishings are conditioning people to expect 3D. For example, Lowe’s has built a collection of 500 3D product assets and a 3D pipeline to build extended reality experiences. You can place a chair inside your photo lens to see how it actually looks in a room. Rather than a superimposed image, it has the full dimensionality of a chair.

A 3D brand playbook should focus on two core aspects: how brands represent themselves in 3D environments (brand guidelines) and the principles of 3D immersive storytelling for creating authentic consumer experiences.

Brand guidelines need to cover how both sight and sound are represented in 3D spaces. That’s everything from logos, color schemes, typography and imagery in 3D models and environments to spatial audio identity—how sounds, music and voice are used to enhance brand recognition and emotional connection in a 3D space. 

Immersive storytelling guidelines need to specify how to let the space itself tell a story through its design, objects and interactive elements. This involves creating narratives that are non-linear, allowing consumers to explore different story paths based on their interactions. And, importantly, it should specify how data will be used to tailor stories to the individual’s interests, behaviors and context within the 3D environment.

Designate spatial designers

This will be the year of the spatial designer, who knows how to create spatial experiences, thinks in 3D, explores new forms of interaction and creates adaptive environments for the user. To get them, we’ll need to hire from the gaming, stagecraft and industrial design industries that have created interactive 3D experiences for years. Gaming alone isn’t enough, as makers are struggling with AR and VR. Navigating experiences that change shape with hand, eye and body movements will require more than game design. Creators need experience designing physical interactions such as theater, theme parks and cockpits.

Spatial designers will get creative teams to envision projects in a 3D context right from the start, considering spatial dynamics, user interaction within three-dimensional spaces and the immersive quality of designs. They will also bring the tech team into the process to incorporate AR, VR and emerging spatial computing platforms. 

Test and learn

Start with simple. Most people will seek out simple experiences, just as they did with the first apps on the first smartphones. Marketers are no different. We can’t effectively conceptualize or manage effectively in languages we don’t speak, so we need to build fluency in the new technology. The best way is to experiment with it personally, so you have an intimate feel for the nature of consumers’ experiences. From there, consider creating beta-testing communities to get continuous feedback from a select, diverse group of consumers. It will create the foundation for rapid adjustments and improvements while building a fan base.  

Focus on consumer content

The immediate opportunity for content comes from the sharable videos that consumers create from their experiences. As marketers we can spur them along by creating and posting videos that demonstrate prototype applications, such as the Formula 1 and Dyson examples above. In the process of generating interactivity, we’ll get real-world feedback on product development.

 A primary lesson of the digital age is that consumers don’t backtrack. Disruptive ideas become mainstream habits quickly—think scannable codes and click to buy—and the new expectations render traditional behaviors unsatisfying. Foresighted brands will avoid getting stuck in between by getting ready now.