Virtual Reality Was Made For B2B
The infatuation with Virtual Reality has been around since the 50’s. From science fiction novels to the eventual creation of some neat movies and really awful video games (Tiger’s R-Zone headset, anyone?), VR has been attempted time and time again while never quite gaining any traction. If you have been following the tech industry at all this year, you’ve probably felt some déjà vu watching the recent comeback of the virtual reality craze. Primarily used in consumer applications thus far, you may have also had the chance to watch some 360-degree videos, or even play with some of the apps that exist for products like Google Cardboard. While the idea itself isn’t anything new, companies like Facebook, Samsung, and Google are taking the technology behind VR to new depths.
With creative video content becoming a more important part of the B2B buying process, it’s hard to dismiss VR as a novelty. And with the recent introduction of Facebook’s Oculus Rift and Samsung’s Gear VR, we can expect that the technology, content, and accessibility will keep improving. In fact, Gartner Group predicts that 25 million virtual reality headsets will be in consumers’ hands globally by 2018.
If you’re wondering how you can utilize virtual reality in B2B marketing, you’re not alone. VR can be an incredibly effective tool for storytelling, and some companies have already started exploring the benefits of this unique technology. To showcase its new oil and exploration equipment, GE partnered with virtual reality company Kite and Lightning to build extensive VR stations that put users in the seat of a deep-sea submarine. By essentially taking their users on a digital field trip, GE was able to effectively showcase their equipment and technology in action through an engaging avenue that would not have been possible otherwise.
Creating engaging product and educational experiences are two of the toughest challenges B2B marketers face today. VR presents extensive, if not endless opportunities for B2B marketers to illustrate necessary information about their products or services in entertaining, immersive ways. For example, an architect could showcase a new building to a property manager halfway across the globe. A manufacturer could create virtual spaces for engineers to browse through their products and dive into detailed specs. A contractor could “see” through walls to examine a building’s structure for HVAC installation. As accessibility continues to grow and costs decline, virtual reality could have an enormous impact on marketing as we know it.
Have you seen a creative application of virtual reality? Share it with us in the Comments below.
Tags: creative B2B marketing strategies, GE, is virtual reality dead, Kite and Lightning, virtual reality in B2B marketing