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.
