Reality of Virtuality : Harness the Power of Virtual Reality to Connect with Consumers

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? 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. It 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 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, 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, giving marketers a solid foundation for their VR endeavours.

“This book offers a timely understanding of the multiple facets of Virtual Reality and the many challenges and opportunities it brings to businesses. Rife with recent industry examples and applications, this title provides inspiration and guidance for managers, combined with relevant theories and conceptual advances. It is a must-read for any practitioners, students or academics wishing to gain a complete overview of the impact of VR on business practice.”

Laurence Dessart, HEC Liège – Management School of the University of Liège, Belgium

“I know too many educators who treat virtual reality as an overhyped novelty. This volume is a great tool to overcome those biases by showing what VR can do today, backed by good research and thoughtful expert interviews from those working in the VR trenches. Everybody could use this practical update to their beliefs about VR.”

Scott Cowley, Associate Professor of Marketing, Director of Digital Marketing & eCommerce Program at Western Michigan University