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Virtual reality experiences for strategic marketing


Virtual reality experiences for strategic marketing is  the starting topic of this article, to understand the worldwide trend and evolution of immersive technologies. The adoption rates of immersive technology in order to create virtual reality experiences for marketing and beyond have steadily increased over the past few years and rapid growth in VR investments is expected in the near future.



We are talking about a market that in 10 years has seen an evolution of the hardware and software solutions that characterize it, without comparison. To date, VR technology has become potentially accessible to all; to those who use it both in a business perspective, such as companies and / or communication agencies, but also for the end user.

This is due to the progressive and very rapid progress of increasingly high-performance and technologically advanced solutions, which has led to a growing range of VR viewers and, therefore, to their rapid drop in the market price.

We could explain the phenomenon based on the classic assumption of the most basic economic law of supply and demand which is mixed with the social dynamics and the real innovative potential of which the immersive reality is representative.
In other words, there has been a slow and tiring introduction of VR technology in the Business and Marketing field, passing to a gradual and to this day incessant diffusion of VR technology among the consumer public; thanks also to the companies themselves that have made use of it mainly for communication and promotion purposes.

The evolution has been very rapid and has seen curiosity and interest in virtual reality and its potential arise, generating an increasing demand for these technologies. As you all know, a greater demand always corresponds to a consequent and proportional offer and here we went to trigger the growth mechanism of the proposal for VR hardware and software applications. An offer, however, not only increasingly in terms of quantity, but which is constantly aiming to introduce more and more advanced solutions with potentially infinite uses on the market.

A growing range of products as growing have been the companies supplying the technology itself, as well as the services that revolve around it, such as softwarehouses and 360 video production houses.
Greater competition and technological development have led, therefore, to the very rapid growth of the VR market of which we spoke earlier.



According to an Aniwa study, reported in an article by Know Techie, on the performance of the VR Market in recent years, of which we report some extracts, astounding growth figures emerge and of absolute interest both for those working in the immersive technology sector but also for all those professionals who operate more or less directly in the field of communication, as well as for any company and business reality.

From the report drawn up it emerges that for 2018, the sales of devices for Virtual Reality, have been estimated for 8.9 million devices (an increase of 7% compared to 2017) and in the same wake the IDC intelligence service providers have reported similar data. Reportedly, 2019 will also bring greater attention to the Augmented Reality market, forecasting an increase in sales of hardware and software devices for AR. Already scheduled within the year, the release on the market of multiple devices, based on a forecast of sale of AR units equal to 2 million products.

According to the study, by 2020, one in three people will have had access to a VR experience.

According to what reported by Aniwa, 2021 will be the year in which the actual numerical findings of this revolutionary change of approach to immersive technology and its real diffusion will be seen, with a total expenditure between AR and VR devices that is expected to reach the $ 215 billion.

Finally, a last overview, in the medium-long term, predicts that by 2022 AR and VR devices will acquire a stable share of the tech market, with sales forecasts that will reach 39.2 million units for VR and 26 devices, 7 million units for AR devices.

Finally, it is important to underline that, even if these are simple forecasts based on the current performance of the VR market, and therefore by their nature not certain and absolute, they undoubtedly provide an accurate overview of what could, in all probability, be the real trend of the VR and AR market in the coming years. These are interesting predictions and certainly valuation potential, which can serve as an indicator for the choices of investors and companies in the sector.


After this quick overview on the trend and forecasts, with a positive and amazing trend, of the VR market we want to deepen what are the possible uses, scenarios and forecasts for virtual reality in the marketing and communication field. As mentioned above, soon we will all have access to the use of a VR headset and in this context it is essential that those who work in the field of communication and marketing of a company, rather than in a reality of event organization, understand the need to exploit these technologies today, thus anticipating what will become the main method of using any type of audiovisual content.

A company cannot fail to take this into consideration and must represent a communicative change, precisely by its very nature.
Each Business reality, when implementing communication and marketing strategies, has the objective of being able to distinguish itself, to present itself with a dynamic, cutting-edge image, aiming to reach the user / potential customer in depth and thus arousing in he attention, interest, amazement. Today, making use of a tool such as virtual reality for marketing and communication is synonymous with everything just said. We are talking about a technology destined to become consumer use and therefore with an undeniable and certain return in terms of investment in the medium term. For a company, investing in communication projects based on Virtual Reality technology, today, is a winning choice for the future and, as already said before, it would not have an absolutely heavy impact on the budget, as it would be decidedly sustainable and depreciable in a minimum period, for an industrial reality.

We are talking about projects that can be realized with investments that start from a few thousand Euros that can be articulated and expanded in the degree of customization according to the budget and needs of the individual. We also underline the aspect of ‘novelty’ and of sure engagement, which a VR experience would generate in the user. Making the use of a VR headset available to a potential customer is itself a strategic marketing move, as we are in a still immature phase, regarding the knowledge and use of these hardware, and therefore the curiosity that such a device and a VR experience would generate in the public represent the guarantee of a sure Wooow effect and therefore the certainty of striking and amaze, reaching what, to date, expresses the maximum degree of communicative depth.



Having established the fact of the real potential that Virtual Reality is assuming in communication and marketing, it remains to be understood how one can in all respects insert and exploit these technologies for effective and personalized communication according to the type of business.

The possibilities are potentially infinite, as the only limit is fantasy.
Through a Virtual Reality Viewer it is possible to enjoy a 360 degree immersive experience that ranges in content, in the level of interaction and involvement, in the degree of realism and in the personalization of the scenario.
Absolute personalization parameters can therefore be reached, both in the content made available and in the method of use.

As regards, however, the way in which the user experience can be experienced, there is the possibility to choose between different approaches:

  • set up fixed VR Experience spaces with VR stations;
    rent or purchase the viewers and use them for a personalized experience to be enjoyed within the walls of a company;
  • create itinerant VR experiences with personalized content and a hypothetical rental of viewers plus technical personnel;
  • set up a VR experience inside a VR Arena, or an innovative space that is the last frontier of Mixed Reality, in which the external environment is mapped and mixes with the virtual scenario, achieving an amazing immersion and interaction and absolute.


Are you an event organization agency and would you like to introduce a VR Experience among the services offered to your customers?


Visualpro 360 has been operating for years in the field of Virtual and Augmented Reality, mainly targeting Companies, Communication Agencies and Audio / Video Production Houses.

We are able to offer turnkey solutions which may include:

  • storyboard drafting and software application development;
  • shooting and editing in case you need 360 videos that use a scenario based on a real environment;
  • preparation of the exhibition space;
    viewer rental with which to enjoy the VR experience.

Contact us explaining your ideas. We have the perfect solution for your needs.

We are based in Italy and we operate through offices and technical departments throughout the country.

We develop and supply projects worldwide.


  • In Milan, development of immersive solutions in Virtual Reality (VR), Augmented Reality (AR) and Mixed Reality (MR), today commonly called Extended Reality (XR).
  • In Rome and Turin, we develop solutions for training, business and entertainment, best translating new technologies into creative and innovative projects.

Simulation and training, digital twin, remote assistance and other customized B2B projects, creative solutions for interaction between brands and customers.
Immerse your team in the technology of the future: get to know our team building and corporate events in VIRTUAL and augmented REALITY.


Do you want to know how to introduce Virtual Reality into your Company’s Marketing and Communication?

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