Here’s Why You Should Adopt Virtual Reality


Companies have been experimenting with Virtual Reality (VR) for many years now. The experiments and their results, which are mostly positive, have largely taken place in the consumer segment and not much in B2B. But now with VR becoming more mainstream, it looks like the time has come for B2B marketers to see how this next generation technology can work for them.

According to a 2014 Gartner report1, VR marketing is at a vital transition point, which could be the beginning of its growth cycle.

VR marketing can be very useful if your product is too physically large to be easily set up for customers to see or experience. Using VR for such products will give your users a 360-degree view of it without your having to spend a lot of money or resources. This is especially beneficial if the user is just trying to get to know your product and is still in the initial stage of the buying cycle.

One of the biggest benefits of using VR in a marketing campaign is that it gives the marketer control over the product experience while showcasing it to potential clients. You can simulate your customer’s environment, and put your sales team in the virtual environment to explain how your product can solve their problem.

That’s not all. VR offers you endless possibilities in terms of its interactive capabilities. Why not put your customers in a virtual environment, integrate a replica of your product into it and allow them to use it? Or have your research team from overseas drop by for a Q&A session? Better still, why not transport your customers to a whole new world made possible by the introduction of your product?

The use of a VR headset makes it a technology that forces your potential customers to literally move away from all other activities around them and focus on your product story. Complete isolation from other digital and non-digital distractions while being immersed in your product story can prove to be the Holy Grail for marketers. This is something that is not possible with any other marketing tool.

So even if a competitor has a product similar to yours, prospective buyers are more likely to sign up with you for the simple reason that you were able to present it in a much more interesting way, and as close to reality as possible.

VR can play an important role at every stage of the customer buying cycle. At the awareness stage, it can help you engage with the customer more intimately and get your product into the consideration set. At the evaluation stage, you can use it effectively to differentiate your product from those of your competitors, and show how you can uniquely solve your customer’s problem within the context of their environment.



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