Will virtual reality (VR) become the new norm in digital marketing?

These days, it’s not a question of whether virtual reality will be the next big thing in the marketing and advertising world but when. We are already seeing companies embrace and explore the possibilities that lie within the realm of VR technology.‍

But what is VR anyway?‍

Virtual reality is a digital environment that can simulate the real world with a controllable level of realism. A user can then experience this environment through an input device, such as an Oculus headset or Google Cardboard viewer, which can track a user’s head movements to alter the perspective of the simulated environment accordingly.

The technology has been around for decades but has only recently become affordable enough to catch on with mainstream consumers.

In May 2014, Facebook acquired virtual-reality startup Oculus VR for $2 billion. Then in October 2014, internet giant Google released its low-cost Cardboard viewer, which allows users to turn their smartphones into virtual-reality headsets. Other tech companies have followed suit by developing similar hardware and software solutions.

In VR, you’re not just watching a screen — you’re totally immersed in an experience. You can turn your head and look around to see things happening all around you. When you use a game or other virtual reality experience, you’re fully engaged with it. When you look down at your hands in front of you, they appear as hands in the game world. And when you move your hands, your virtual hands move too!‍

What does it mean for businesses?‍

While VR was first used specifically for video gaming, its usage saw a surge in plenty of different industries discovering the enormous opportunities it holds when it comes to education, entertainment, work, shopping, and even military services.

According to Statista, Emirates launched the first airline VR app, designed to allow customers to explore the cabin from the comfort of their home. Facebook also launched a VR remote work app and retailers can offer a virtual shopping experience depicting the one in their physical stores.

The market for virtual reality is undoubtedly growing rapidly (forecast of 34 million units of VR headsets in use by 2024), but with that growth comes the opportunity for more businesses to enter the market and develop new applications of the technology.

It should be noted that the implementation of VR technology isn’t limited to western cultures. In fact, there are over 8 promising startups in the MENA region developing VR apps and experiences every day to serve consumers.

For example, Gigaworks, a startup based in the United Arab Emirates offers a test drive of multiple Mercedes Benz models, a Dubai skiing experience, navigation through an apartment, and even a VR invitation to the Dubai international film festival. Also, 5d-VR, a startup based in Egypt, has been delivering projects to big clients like Hardees, Visa, Dodge, MAF (City Centre UAE), Philip Moris, Juhayna, Cheetos, Mirinda, and many more.

So by now, businesses aspiring to scale and/or have a competitive edge to increase customer lifetime value (CLV) have been discovering the opportunity of reaching a huge customer base as well as connecting with their clients in an emotional engagement through marketing efforts of partnerships with VR developers.