How Marketers Can Make Effective Use of the Young Technology of VR

From Oculus Rift and HTC Vive to Google Cardboard and Samsung Gear, virtual reality is finally starting to take off. For decades now, futurists and technologists have dreamed of a time when everyone would be able to jack in to a custom-tailored version of reality. While today’s top VR technologies do not quite hit that mark, they are achieving some impressive things. As this Twitter profile makes clear, VR is already starting to become a powerful tool for marketers, too, instead of remaining merely a means of entertainment.

This is not to say, of course, that just any business will want to come aboard at the moment. Any kind of VR work today requires a significant investment, so only brands that already have fairly wide audiences are likely to be able to make sense of such opportunities. While there could well come a day in the not so distant future when smaller companies will be able to make good use of VR marketing, most will be well advised to remain on the sidelines, for the moment.

Even well established brands need to abide by some basic rules of thumb if they hope to make their VR campaigns pay off, too. For one thing, the factor that makes virtual reality so impressive is the way it can immerse participants in fantastic, all consuming scenes. As a result, focusing on achieving deep immersion must be a priority at each and every stage. Any element or theme that turns out to be even a little bit jarring can dilute the basic power of VR, and that is never productive.

Another important thing to realize is that the reach of VR remains fairly limited. Because of this, it will always be wise to design VR experiences that can easily be described in dramatic, attention-getting form to others. Once a VR effort is given the right kind of hook, it will be able to attract media focus that can help extend its reach. For every individual who experiences a particular VR marketing piece in person, many more will then do so vicariously. Until the day when VR becomes an even more common part of everyday life, abiding by these simple guidelines will help ensure its successful usage.