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.