Название: The Reality of Virtuality: Harness the Power of Virtual Reality to Connect with Consumers
Автор: Kirsten Cowan, Seth Ketron, Alena Kostyk
Издательство: De Gruyter
Год: 2023
Страниц: 170
Язык: английский
Формат: pdf (true), epub
Размер: 25.6 MB

Virtual Reality (VR) technology has become more sophisticated and widespread. Consumers embrace it for gaming and entertainment. New industries are using it to showcase their products and services, with VR experiences becoming more immersive and realistic than ever. Where does VR fit into your marketing strategy? How can your brand use it to leave a lasting impression on users or, at the very least, drum up excitement around the experience? And how can your brand utilize VR to interact with your target market to improve consumer engagement and loyalty?

The Reality of Virtuality is both practitioner-oriented and evidence-based, showing marketing managers in the B2C and B2B sectors how to design a compelling VR marketing strategy and leverage it for their brand. This book discusses how to select the appropriate VR type dependent on resources, technology, and audience. It shows how to align the VR experience with marketing objectives (i.e., consumer engagement, brand building, attitude management, selling in VR, product co-creation, publicity, awareness building and more), and how to create a purpose-driven VR experience to ensure it is engaging and meaningful. Lastly, it shows how to incorporate VR into the consumer journey, the ways to reach consumers before the VR experience, and the long-lasting effects after it. The authors use examples, references, and industry expert opinions throughout to fully illustrate each lesson, giving marketers a solid foundation for their VR endeavours in the field today and in the future.

With the buzz around the concept of the metaverse on the rise, marketers might find themselves contemplating the benefits of VR for their brands. This is not an easy undertaking: the multitude of technologies, hardware, and software solutions dubbed “VR” makes decision-making overwhelming. What exactly constitutes VR – and perhaps as importantly, what does not?

Imagine a continuum from the real to fully virtual world. Metaverse-related technologies are usually said to exist on this continuum. For example, augmented reality (AR) represents a set of technologies where some elements of the virtual world are overlaid on top of the real world. In AR, one can place a virtual sofa in a real living room or see a virtual Pokemon on a real street. In contrast with that, VR seeks to entirely replace real with virtual. Its goal is to take the participant to a completely different time and place, defying reality. For example, a potential car buyer can “test drive” a vehicle on a racetrack in the virtual world, all while sitting in the middle of a shopping mall in the real world.

If you search for “VR” online, you are likely to find images of people wearing HMDs, like Oculus or HTC VIVE. However, many other solutions exist to “transport” participants into a virtual world. These solutions differ on their technical features.

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